摘要
NPO是一支重要的社会资源分配力量。当前,我国NPO虽然数量上大幅增长,但在质量和规模上有待提升,并且大多数不具备品牌效应。"壹基金"在运作的过程中引入品牌战略,形成了其独特的优势。基于品牌战略的视角,剖析"壹基金"的先进管理理念及成功经验,提出培育品牌文化、凸显品牌定位、拓展品牌营销、积极应对品牌危机等的发展对策,有利于整合NPO的内外部资源,进而更有效地服务公众。
Non-profit Organization （NPO） plays an important role in the allocation of social resources. At present, the number of NPO is substantially growing, but its quality and scale still need to be improved. Most of them do not have a brand. ＂One Foundation＂ introduces brand strategy in the course of the operation, forming a unique force. It is in favor of integrating internal and external resources to make NPO more effectively serve the public by analyzing the successful experience, and advanced management concepts of ＂One Foundation＂ based on the perspective of brand strategy, proposing the training of brand culture, highlighting brand positioning, brand marketing development, the re- sponse to brand crisis and so on.
出处
《四川理工学院学报（社会科学版）》
2011年第5期23-26,共4页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
