我国慈善组织品牌建设策略与困境分析

发布时间：2018-03-03 07:24

本文选题：品牌　切入点：慈善品牌　出处：《社会科学家》2015年01期 　论文类型：期刊论文

【摘要】：随着"小政府、大社会"目标模式的确立和社会经济的发展及人们慈善热情的提高,我国慈善组织得到了长足发展。与此同时,我国慈善组织也面临着慈善组织数量激增而带来慈善资源稀缺困境以及2011年"郭美美事件"引发的社会公众对慈善组织信任危机的挑战,品牌作为驱动竞争优势的潜在力量,在慈善组织可持续发展中的重要性日益凸显。文章通过对北京、上海和广东等地慈善组织负责人深度访谈的资料整理,分析发现:大部分慈善机构已经开始关注品牌塑造,少数慈善组织的品牌建设颇具特色。清晰的品牌定位与品牌理念是品牌塑造的先决条件,缺乏创意及独特性的品牌定位是当前品牌建设中的最大挑战。
[Abstract]:With the establishment of the target mode of "small government, big society", the development of social economy and the improvement of people's charity enthusiasm, the charity organizations in our country have made great progress. China's charitable organizations are also faced with the shortage of charity resources caused by the surge in the number of charitable organizations and the challenge of the public trust crisis caused by the "Guo Meimei incident" in 2011. Brand is the potential force driving the competitive advantage. The importance of the sustainable development of charitable organizations is becoming increasingly prominent. Through in-depth interviews with the principals of charity organizations in Beijing, Shanghai and Guangdong, it is found that most charities have begun to pay attention to brand building. The brand construction of a few charitable organizations has its own characteristics. Clear brand positioning and brand concept are prerequisites for brand building, and lack of originality and uniqueness is the biggest challenge in brand construction at present.
【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金项目:中国慈善组织品牌导向及与绩效关系实证研究(项目批准号:71072173) 危机情境下企业社会责任对品牌的庇护及修复作用研究(项目批准号:71372153) 教育部人文社科基金项目:中国慈善组织由“行政化”向“市场化”转型的动因及路径分析(项目批准号:13YJA630147)阶段成果
【分类号】：D632.9

【共引文献】