品牌导向在我国非营利组织中的价值及构建

发布时间：2018-03-16 18:22

本文选题：品牌导向　切入点：非营利组织　出处：《社会科学辑刊》2013年04期 　论文类型：期刊论文

【摘要】：虽然国内外学术界关于营利组织品牌导向研究已经较为成熟,但有关非营利组织的品牌导向研究却相对缺乏。中国非营利组织生成环境的不同以及未来发展的需要,决定了有必要开展非营利组织品牌导向的相关研究。品牌导向对我国非营利组织的功效在于对组织利益相关者关系的价值性管理,具体呈现在五个方面:与社会公众间的信任重构;与竞争者间的差异化识别;与政府部门间的"去行政化";与非营利从业者间的心理契约建构;与客户间的忠诚度提升。概念建构、功能建构与网络建构,呈现着非营利组织品牌导向由组织内部向外部的建构逻辑,是一种"价值观—组织—社会"递进式建设思路,共同构筑了我国品牌导向型非营利组织的构建系统,并且构建系统的每一个子系统都会对其他子系统产生影响,从而影响组织品牌导向的成功实现。
[Abstract]:Although the research on brand orientation of profit-making organizations has been mature at home and abroad, the research on brand orientation of NPOs is relatively lacking. Therefore, it is necessary to carry out the research on brand orientation of non-profit organizations. The efficacy of brand orientation for non-profit organizations in China lies in the value management of stakeholder relationships. There are five aspects: the reconstruction of trust with the public, the differentiation between the public and the competitors, the "deadministrative" between the government departments, the construction of psychological contract with the non-profit practitioners; The concept construction, the function construction and the network construction show the construction logic of the brand orientation of the non-profit organization from the inside to the outside of the organization, which is a kind of progressive construction thought of "Value-Organization-Society". The system of building brand oriented non-profit organizations in China is constructed together, and each subsystem of the system will have an impact on the other subsystems, thus affecting the successful realization of the brand orientation of the organization.
【作者单位】：华东师范大学公共管理学院;
【基金】：上海市哲学社会科学规划课题(2012BGL007) 教育部人文社科研究课题(12YJC630291)
【分类号】：D632.9

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