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本文对社交网站上的公益组织营销传播现状进行调查研究,采用大数据的分析工具,了解公益组织在社交网站上的营销传播特性,为公益组织运用社交网站进行公益传播运作给予相关的建议。
This paper investigates the status quo of NGOs marketing communications on social networking sites, uses big data analysis tools to understand the marketing communication features of nonprofits on social networking sites, and gives suggestions for nonprofit organizations to use social networking sites for public service dissemination.