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论文编号：	216
作者编号：	2120062367
上传时间：	2008/6/15 22:23:28
中文题目：	中国非营利组织互动式整合营销传
英文题目：	A Study on the Chinese Nonprof
指导老师：	申光龍
中文关键字：	中国非营利组织，互动式整合营销
英文关键字：	Chinese Nonprofit Organization
中文摘要：	随着中国公民的社会责任和管理意识日渐提高，中国经济政治格局逐步走向开放，这都使中国非营利组织有了良好的发展空间并开始体现出良好的社会效益，中国非营利团体的生存和发展也越来越多地受到社会各个阶层的关注。自Kotler和Levy两位学者提出扩大化营销观念后，营销学理论与实务开始应用于政府、医院、教会、军队、学校、慈善团体等各类非营利组织。然而，非营利组织的特性决定了其利害关系者群体的广泛性与特殊性，因此，对非营利组织不能采用以往单一的管理模式。 进入新世纪，整合营销传播(Integrated Marketing Communications: IMC)理论和实务的发展也取得了新的突破，出现了由传播工具整合的层面提升到战略层次价值型IMC的理念，并提出要把顾客视为资产，传播视为投资的观点。由于信息技术和互联网的日益发展，深刻地改变了非营利组织的生存环境，基于互动媒体、数据库及利害关系管理的互动式IMC已经成为非营利组织创造价值、获得资源的重要战略手段。 本研究以数据库、互动和关系为关键词和线索，对互动式IMC研究涉及的关系营销、数据库营销及顾客关系管理等理论和工具进行了简要的回顾，以期为将互动式IMC引入中国非营利组织建立理论依据和逻辑线索。 本研究将非营利组织关键利害关系者进行分解，分别就互动式IMC对它们的关系管理进行了论述，提出了顾客关系管理、伙伴关系管理与员工关系管理为核心内容的利害关系管理模式。然后从互动媒体管理、数据库驱动的营销传播管理、利害关系管理三要素入手构建了一个中国非营利组织互动式整合营销传播管理方式。
英文摘要：	As social responsibility and management of Chinese citizen realize are develop, Chinese Nonprofit Organization has a good development space, and it also produced a good social performance. More and more people pay attention to the Chinese Nonprofit Organization’s exist and development. After Kotler and Levy develop the extension of market, market theory and practice have apply on various of Nonprofit Organization such as government, hospital and college etc. However the feature of NPO decides it’s extensive and special about the stakeholder. So we can not use a traditional management pattern to NOP. In the 21st century, Integrated Marketing Communications obtains new breakthrough in the area of academics and professionals. The Valuable IMC concept, promotes the theory from the integration of communication tool to the strategic level. With the developing Information Technology (IT) and Internet, Interactive IMC, based on interactive media, database management and relationship management, have been already the important strategic means that corporate created value to NPO. This thesis reviewed the relevant theory literatures which subjects were interactive, database and relationship, including Relationship Marketing, Database Marketing, and Customer Relationship Management etc. On the basis of former research, the author tried to build the theoretic foundation of the Chinese Nonprofit Organization’s Interactive IMC. This study divided key stakeholder relationship into three parts: customer-oriented, partner-oriented and employee-oriented relationship management. Then, this thesis structured the mode of Interactive IMC Management, and shaped the corresponding process of management about Chinese Nonprofit Organization’s Interactive Integrated Marketing Communications.
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