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论文编号：	6331
作者编号：	2120122597
上传时间：	2014/6/8 11:37:17
中文题目：	互益性非营利组织的整合营销传播策略研究： 民办学校和民营医院的实证分析
英文题目：	A Study on the Integrated Marketing Communications Strategy for Mutual-Beneficial Non-profit Organizations: The Empirical Analysis of Private Universities and Hospitals
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；营销传播管理者
英文关键字：	Mutual Beneficial Non-profit Organization; Integrated Marketing Communications; 5Rs Framework; Stakeholders; Marcom Manager
中文摘要：	政府、企业与非营利组织是构成社会正式组织体系的三个主要部分，在传统意义上各司其职，分别满足就社会公平和保障、市场效率和社会公益的目标，提升了现代组织的分工水平。在20世纪下半页，逐渐产生组织融合和模糊的趋势。企业部门不仅要实现自身的营利，还要兼顾社会责任，因而产生了企业组织社会化的趋势；在非营利组织领域，许多创新性非营利组织开始尝试靠近市场，利用高效的组织管理能力使非营利组织参与市场交换，也就催生了互益性非营利组织。互益性非营利组织的机会和压力在于，同时以市场竞争者和社会公益服务提供者的身份参与到社会分工中，依靠市场实现资金上的自筹、自给（并不排除捐赠等传统收益），同时还要满足广泛的社会、社区利益相关者的需求，因此，互益性非营利组织面对更为广泛的利益相关者群体以及纷繁复杂的利益相关者需求。尤其是当前中国新兴的互益性非营利组织典型的表现为缺乏市场活力，难以摆脱传统非营利组织的运作模式的情况下，其市场化的核心就是市场化管理水平的提升。因此，在这波非营利组织的市场化创新浪潮当中，如何提高其组织管理能力和多元利益相关者关系管理能力，将是互益性非营利组织理论的重点研究领域。 以互益性非营利组织为研究对象，以基于5Rs(Responsiveness, Relevance, Receptivity, Recognition & Relations)框架的整合营销传播理论和利益相关者理论为理论工具。整合营销传播理论是基于战略设计、高活性组织架构以及完善的利益相关者数据库的营销传播策略，强调以利益相关者需求为核心，以5Rs为指导，传播统一的组织声音的管理方法。整合营销传播一方面对于多元利益相关者关系管理具有较高的适用性，另一方面作为战略性方法又具有综合提升组织管理能力，塑造组织核心竞争力的特点。因此，以整合营销传播理论为核心，围绕利益相关者诉求的管理能力提升是本研究的主要着眼点，也具有理论上和实践上的创新性和适用性。因此，中国本土互益性非营利组织的整合营销传播现状如何？具有哪些显著问题？在这些问题分析的基础上如何提高整合营销传播策略制定和执行能力，进而提出完整的整合营销传播模式？这是本研究的基本问题。 本研究在研究方法上主要是在既有理论文献梳理的基础上，通过对以民办高校和民营医院为代表的中国互益性非营利组织的实证研究探索其在组织管理能力、利益相关者关系管理水平和营销传播现状方面的情况。在实证研究的基础上发现中国互益性非营利组织在管理上具有浓重的常规非营利组织特色，缺乏市场活力，表现为利益相关者关系管理能力的不足、缺乏明确的组织战略和特色以及营销传播策略的缺失等。因此，在以上问题分析的基础上，本研究针对互益性非营利组织的利益相关者关系管理、整合营销传播业务策略以及基于战略性思考的整合营销传播管理模式的构建进行了探讨。
英文摘要：	The government, enterprises and non-profit organization are three main parts of formal social organization system, and each respectively, meet the social needs of justice and security, market efficiency and social welfare objectives, which enhances the level of division of labor in modern organizations. In the second half of the twentieth century, the organization fusion has become a trend. The corporate sector should not only realize their own profit goals, but also take into account the social responsibility, thus creating the socialization tendency of companies; in the nonprofit sector, many innovative nonprofit organizations began to approach the market, participate in the market exchange with efficient organization and management ability, giving birth to the Mutual-benefit Nonprofit Organizations (MBNPO). Mutual-benefit Non-profit Organizations face the opportunity and pressure that, at the same time to deal with market competition and social welfare service providing in the social division of labor, relying on the market to achieve self-funding (not to exclude the donation and other traditional income); besides, they are also expected to meet the demands of society and community stakeholders in a wide range. Therefore, MBNPOs are faced with a broader group of stakeholders and thus to deal with far more complex stakeholder demands. Especially, at present Chinese emerging MBNPOs typically have the problems like the lack of vitality in market performance and the difficulty to get rid of the traditional mode of operation of the non-profit organizations. In this situation, the business-like management ability improvement is the core of MBNPO management reform. Therefore, in this wave of non-profit organization marketization innovation, how to improve the management ability and multi-stakeholder management ability will be of significant importance to the MBNPO theory research and study. With Mutual-benefit Non-profit Organizations as the research object, the theory framework is based on the 5Rs (Responsiveness, Relevance, Receptivity, Recognition & Relations) framework of integrated marketing communication theory and stakeholder theory. Integrated Marketing Communication theory (IMC) is a marketing communication method dazed on clear strategic design, efficient organization structure and stakeholder database, with emphasis on stakeholder needs as the core point, taking 5Rs as a general guide in IMC, propagating the united communication contents. On the one hand, application of integrated marketing communication is highly suited for organizations with multi-stakeholder demands, and on the other hand, as a strategic method and comprehensive promotion of organization management ability, IMC helps in shaping organizational core competence. Therefore, with the integrated marketing communication theory as the core, the promotion of stakeholder demands management ability is the main focus of this research. This study also has the innovation and the applicability in the sense of developing relevant theory and organizational practice. Therefore, what is the situation of today’s China MBNPO IMC execution? What significant problems do they have? How to improve their IMC capability and design customized IMC strategy system based on this proof? These are the main questions this paper trying to solve. In this study, based on the existing theoretical literature, the research method is mainly through empirical researches on private colleges and private hospitals as the representative of the China’s MBNPOs to explore the MBNPO ability of organization management, stakeholder relationship management situations and marketing communication status. The analysis suggests China’s mutual-benefit non-profit organizations are still in line with conventional non-profit organizations in management system and methods, lacking of market vitality and in problems classically represented by weak stakeholder management ability, lack of clear strategy as well as characteristics and the lack of marketing communication strategies etc. Therefore, based on the analysis of above problems, this study contributes to the exploration in stakeholder relationship building strategies, IMC business strategy design and strategic construction of MBNPO integrated marketing communication management framework.
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