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论文编号：	5558
作者编号：	2120112457
上传时间：	2013/6/13 10:48:37
中文题目：	基于MBNPO理论的民办大学整合营销传播管理研究——以天津市民办大学为例
英文题目：	A Study on the Integrated Marketing Communications Management of Private University in Tianjin: Based on Mutual Beneficial Non-profit Organization Theory
指导老师：	申光龙
中文关键字：	互益性非营利组织，整合营销传播，5Rs，利益相关者，民办大学
英文关键字：	Mutual Beneficial Non-profit Organization; Integrated Marketing Communications; 5Rs Framework; Stakeholders; Private Universities
中文摘要：	随着信息技术的发展，尤其是互联网技术的推进，人们的沟通方式发生了很大的变化，世界的范围在逐渐缩小，社会组织也在不断的分化，俨然形成了公共部门、私营部门、第三部门三足鼎立的态势。由于非营利组织不以营利为目的，其主要目的是服务于社会大众，所以担负着较多的社会责任，能够产生较强的社会公信力。由于部分非营利组织开始能够通过自身营利来支持运营活动，并且通过营销活动促进组织绩效的实现，进而形成了互益性非营利组织。民办大学则是互益性非营利组织中的典型代表。　　同时，基于5Rs（反应性、相关性、接受性、识别性、关系性）的整合营销传播理论和实务在21世纪也有了更多重要的发展与突破。整合营销传播是一种有效的战略管理和营销管理工具，主张从利益相关者需求出发，由外而内（Outside-In）思考企业行为，通过整合各种资源和各项活动，向外界传递一致性信息，保证利益相关者信息获取的便捷性、统一性，能够有效配置营销资源，发挥最大的传播效益。　　因此，本研究选取了民办大学这一互益性非营利组织，并且以天津市10所民办大学为主要调查对象，利用整合营销传播5Rs理论框架对其进行实证研究。　　本文首先对互益性非营利组织理论、整合营销传播理论、利益相关者理论和服务管理理论进行综述。之后，论文设计了针对天津市民办大学的实证模型和实证假设。为研究民办大学整合营销传播的现状，本研究引入了整合营销传播的5Rs框架，提出了整合营销传播差距的概念，同时，本研究设计出民办大学整合营销传播绩效评价体系，并且定义和完善了5Rs理论的主要内容，作出了显著性和相关性假设。然后，本研究分别就民办大学的学生、教师和营销传播管理者设计调查问卷，并通过实地调研的方法获取数据。最后，本文利用SPSS软件和研究方法，分析调查数据，进行假设检验，并且给出了天津市民办大学的整合营销传播管理模式的相关建议，为其整合营销传播活动提供清晰的工作路径。
英文摘要：	As the information technology develops, especially the Internet, some great changes in communication have taken place. While the world is gradually shrinking, social organizations are constantly being divided into three different parts: the public sector, the private sector and the third sector. The non-profit organization is established to serve the public and to assume more social responsibilities instead of pursuing profit, so that it is more prone to generate credibility. As part of the non-profit organizations begin to support their operations with its own profit, and they often promote the organization performance though marketing management as well. Therefore, they have become the mutual beneficial non-profit organizations. What’s more, private universities are one typical kind of those. At the same time, based on 5Rs (Relevance; Receptivity; Responsive; Recognition; Relationship), Integrated Marketing Communications is important the development and breakthrough of management theory in the new century. Integrated Marketing Communication is an effective strategic management and marketing management tools. It advocates starting from the stakeholders’ demand and making the outside into the considerations of corporate behavior (Outside-In). And it passes the consistency information to the outside by integrating a variety of resources and activities. Consequently, these ensure stakeholders to receive the convenient and unified information, and maximize the resource allocation efficiency and the communication performance. Therefore, this study selects 10 private universities in Tianjin as the survey object on mutual benefit and non-profit organizations. Then it conducts an empirical research with the 5Rs theoretical framework of Integrated Marketing Communications. First and foremost, Mutual Benefit Non-profit Organization Theory, Integrated Marketing Communications Theory, Stakeholder Theory and Service Theory are reviewed. Then the paper designs an empirical model and empirical assumptions for the private universities in Tianjin. In order to find out the Integrated Marketing Communications status of private universities, this study introduces 5Rs framework, and defines the concept of Integrated Marketing Communications gap. Meanwhile, it designs Integrated Marketing Communications performance evaluation system of private universities, and improves the 5Rs framework to propose hypothesis. Then, the research questionnaires on students, teachers and marketing communications managers of private universities are designed to obtain research data through field research methods. Finally, with SPSS software and empirical research methods, this paper analyzes survey data, tests hypothesis, and establishes Integrated Marketing Communications model for private universities in Tianjin providing a clear operating path for its Integrated Marketing Communications activities.
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