| 非营利组织体验营销的特征及组合策略研究 |
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| 引用本文： | 郭国庆,;汪晓凡,;李屹松.非营利组织体验营销的特征及组合策略研究[J].地质技术经济管理,2009(3):17-21. |
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| 作者姓名： | 郭国庆 ;汪晓凡 ;李屹松 |
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| 作者单位： | [1]中国人民大学商学院,北京100872; [2]北京中医药大学管理学院,北京100029 |
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| 基金项目： | 基金项目：本文为郭国庆主持的国家自然科学基金项目《企业口碑营销的机理及其测量研究》（70772090）的阶段性研究成果. |
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| 摘 要： | 体验营销随着体验经济的到来而产生，并开始为各类组织所应用，但有关非营利组织体验营销的研究仍为少见。文章在文献研究与调查访谈的基础上，结合非营利组织性质展开研究，归纳了非营利组织体验营销特征并提炼出非营利组织开展体验营销的组合策略。
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| 关 键 词： | 非营利组织 体验营销 营销组合 |
Research on the Features and Combined Strategies of Experiential Mar- keting in Nonprofit Organizations |
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| Institution: | Guo Guoqing, Wang Xiaofan, Li Yisong (1.School of Business, Renrsin University of China, Beijing 100872, China; 2.School of Managemen, Beijing University of Traditional Chinese Medicine,Beijing 100029, China) |
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| Abstract: | As a new marketing mode, experiential marketing appears in the experience economy era and is applied in a great diversity of organizations. However, there are few researches on how to implement experiential marketing in nonprofit organizations. So this paper finds out the features of experiential marketing in nonprofit organizations and develops a marketing mix which can be used in nonprofit organizations on the basis of a number of literature researches and field surveys. |
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| Keywords: | nonprofit organization experiential marketing marketing mix |
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