我国行业协会品牌化影响因素及策略研究

发布时间：2018-06-16 02:06

本文选题：行业协会 + 品牌化　；参考：《华东师范大学》2014年硕士论文

【摘要】：党的十八大以后,我国政府职能深入转型,行政体制深入改革,多元治理趋势越发明显,这为社会组织的发展提供了肥沃的土壤。作为非营利组织中互益类的一种,行业协会是由相关单位自愿组成的非营利性的以经济类为主的社团法人,需要实现会员服务、行业代表等职能。在市场经济快速发展的同时,一些市场经济主体被曝出了“逐利损益”的事件,这些事件可以由相关的行业协会来参与应急与处理。然而协会的职权或行动能力的高低主要取决于其自身品牌化的程度以及公众对其信任度的高低。作为以促进中介性、互益性和行业自律性等为核心特征的组织,行业协会相较于政府或企业而言,往往被赋予了更多的声誉期望,其品牌化的价值也就更为突出。可以说,品牌化是我国未来非营利组织能力建设、面对竞争和长远发展的重要议题。然而,对于行业协会品牌化的研究尚未引起国内外学界的充分重视。本文通过文献研究法、深入访谈法、案例分析法对国内外行业协会品牌化及影响因素等的研究成果进行了梳理,并在此基础上将我国行业协会品牌化过程中受到的环境影响因素分为组织内部与组织外部,共得出7个层面14项影响因素。同时,借助利益相关者理论、行业协会组织边界理论以及品牌冰山理论,以实证的数据和上海市呼叫中心行业协会、上海市生物医药行业协会、上海黄金饰品行业协会及原中国保健食品行业协会四个案例来验证了这些影响因素对具体的某一行业协会品牌化过程所发生的正向的或负向的影响,得出了我国行业协会品牌化的整体实践现状。最后,本文分别从组织内部环境及组织外部环境两个维度为我国行业协会的品牌化提出了探索性的策略,并对这些策略的重要性与实施难易程度进行了简单的分析。从行业协会组织内部环境来看,共有三大层面七条具体对策；从行业协会组织外部环境来看,共有四大层面五条具体对策。以上不同角度的策略为我国行业协会品牌化的推进提供了一定的理论与实践参考,同时也为国内学界在行业协会品牌化方面的研究做出了一定的探索性贡献。
[Abstract]:After the 18th National Congress of the Communist Party of China (CPC), the functions of our government were deeply transformed, the administrative system was deeply reformed, and the trend of pluralistic governance became more and more obvious, which provided a fertile soil for the development of social organizations. As a kind of mutual benefit among non-profit organizations, trade association is a kind of non-profit corporation, which is composed of related units voluntarily. It needs to realize the functions of member service, trade representative and so on. Along with the rapid development of market economy, some subjects of market economy have been exposed as "profit and loss" events, which can be taken part in emergency response and treatment by relevant trade associations. However, the authority or ability of action of the association mainly depends on the degree of its own brand and public trust in it. As an organization with the characteristics of promoting intermediary, mutual benefit and self-discipline, trade associations are often given more reputation expectations than governments or enterprises, and their brand value is more prominent. It can be said that branding is an important issue in the future non-profit organization capacity building, facing competition and long-term development. However, the research of trade association brand has not been paid enough attention to at home and abroad. In this paper, through literature research, in-depth interviews, case analysis of the domestic and foreign trade association brand and influence factors, and other research results were combed. On this basis, the environmental factors in the process of branding of China's trade associations are divided into internal and external factors, and a total of 7 levels of 14 factors. At the same time, with the help of stakeholder theory, trade association organization boundary theory and brand iceberg theory, with empirical data and Shanghai call Center Industry Association, Shanghai Biopharmaceutical Industry Association, Four cases of Shanghai Gold Jewelry Industry Association and the former China Health Food Industry Association verify the positive or negative effects of these factors on the branding process of a specific trade association. The overall practice status of the branding of China's trade associations is obtained. Finally, this paper puts forward exploratory strategies for the branding of China's trade associations from the two dimensions of the internal environment of the organization and the external environment of the organization, and makes a simple analysis of the importance of these strategies and the degree of difficulty in implementing them. From the perspective of the internal environment of the trade association organization, there are three levels and seven specific countermeasures, and from the external environment of the trade association organization, there are four levels and five specific countermeasures. The above strategies from different angles provide a certain theoretical and practical reference for the promotion of trade association branding in China, and also make a certain exploratory contribution to the domestic academic research on trade association brand.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.1;D922.29

【参考文献】