公益性节庆活动自我营销筹措经费的途径探讨

将公益性节庆活动的政府拨款改为商业化筹款是必由之路。其实现的基本条件是:有愿买之人、有可卖之理、交易公平。实现途径是:转变观念、加速市场化改革;回顾总结推广、试点探索提高;加快行业建设和人才培养;强化营销管理、严格营销审计。第23届奥运会的经营思想和经营方法证明了这种改革的可能性。

Probing into fund raising way in nonprofit celebration self marketing activity

It is necessary to transmit the Channels of Fund Raising of non- beneficial events from public finance to commercial funds. The realization of commercial funds is on the basis of the impartial transaction between buyers and sellers. The approaches include shifting people concepts and accelerating market reform, summarizing experiences and promotion, improving the industry construction and personnel training, strengthening marketing management and marketing audit, and so on. It proved to be possible approaches through the example of the 23rd Olympic Games.