论文部分内容阅读
公益组织在参与社会管理的过程中,发挥着“稳定器”与“减压阀”的重要作用,但公益组织如何在市场大背景下得以生存和延续是值得考虑的问题。品牌建构,成为愈来愈多公益组织立足、提高组织形象、吸引更多社会资源、提升组织公信力的有效手段。本文将从品牌建构的视角出发,从品牌定位、品牌文化、品牌推广、品牌维护等角度出发,对公益组织存续情况展开研究,并以我国“瓷娃娃”罕见病关爱中心为主要案例,旨在能够为我国公益组织品牌建构提供借鉴。
Nonprofit organizations play an important role in the process of social management, including stabilizers and pressure reducing valves. However, how non-profit organizations can survive and continue in the context of the market is a question worth considering. Brand building has become an effective means for more and more nonprofit organizations to gain a foothold, improve their organizational image, attract more social resources and enhance their credibility. From the perspective of brand building, this paper studies the existence of nonprofit organizations from the perspectives of brand positioning, brand culture, brand promotion and brand maintenance. Taking the “China Doll” “rare disease care center” as the main case, It aims to provide reference for the brand building of nonprofit organizations in our country.