The Non-Profit Organization Cooperation Marketing Pattern Studies
|School||China University of Political Science|
|Keywords||26℃air conditioning energy conservation motion on-profit organization Cooperation marketing|
Along with social progress and rapid development of economy, non-profit organizations is becoming a hot research scholars and cutting-edge issues. Today, the non-profit organizations as the third sector in the provision of public services and social welfare field continues to expand, and the introduction of a marketing model, and constantly explore marketing strategy for China’s national conditions, which in theory and practice of great significance. In this paper, "Global Village of Beijing" and other non-profit organizations of the "26℃air-conditioning energy saving action" as a case study in order to "interdependence" of co-marketing model for the study perspective,Mainly from the non-profit organization co-marketing and integration of resources of various organizations, used as a starting point, a comprehensive look at non-profit organizations, government and business between the three roles and functions of the three reasons for the demand of cooperation, and co-marketing process The dilemma and strategy and the effect of this mode of cooperation, and strive for the future of marketing non-profit organizations in the field of reference for research.In this paper, interviews, participant observation, document analysis as the main research methods, in obtaining a large number of first-hand information and compared the induction and combing informative, based on the "Global Village of Beijing Environmental Education Center" (hereinafter referred to as Global Village of Beijing) carried out by "26℃air-conditioning energy-saving action" used in co-marketing model and integration of social resources in the way of empirical analysis, the formation of the basic view is that: (1) Global Village of Beijing to abandon its traditional marketing model of the previous independent, integrated government, business , and other non-profit organizations, the media and other social resources,The use of "interdependence" of co-marketing model of social marketing to bring in the original course of a single individual an effective combination, allowing the organization to find more effective ways of expression. (2) For the current stage of China’s non-profit organizations in the process of integration of resources, the difficulties faced by the policy and their own capacity constraints, while the non-profit organization to promote the development of long-term the most important factor is government policy to promote, organize their own needs, expertise and international cooperation and exchanges. "26℃air-conditioning energy-saving action" mode of spread of the use of co-marketing of the idea of an act basically to achieve the government, enterprise,Industry, cooperation between non-profit organizations to enhance the effectiveness of cooperation, while the interaction between the three as independent play their part. Through this change, Global Village of Beijing broke the original sales model, referring to foreign marketing organizations in the division of labor between the effective collaboration to improve the effectiveness of cooperation to achieve cross-sectoral, interdisciplinary cooperation, to enhance the organization’s credibility, and better reflects the activities of human values."26℃air-conditioning energy-saving action", co-marketing model improved organizational performance, reduce marketing costs and expanded marketing resources on behalf of a non-profit organization at this stage of a trend for other non-profit organization activities have provided experience on the drawing, in line with the direction of development of China’s non-profit organization, but also more advanced slowly with foreign non-profit organization into line.