基于市场营销理论的慈善劝募市场开发分析.docx

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摘要
改革开放以来,我国的慈善公益事业进入了突飞猛进的发展阶段,各类慈善组织也在快速发展之中,组织数量迅速增多,组织规模也不断扩大。然而, 随着社会的进步和经济的发展,在 H益竞争激烈的市场经济环境中,慈善组织面临着诸多的问题,其中缺乏资金和收入不足是目前慈善组织面对最大的问题。目前,筹款能力不足,效率不高已经严重影响慈善组织的生存,阻碍了慈善事业的发展与壮大。因此,如何在竞争激烈的慈善劝募市场当中开拓慈善劝募市场,争取更多的市场份额,募集更多的慈善资金,成为当前各类慈善组织必须面对的难题。
本文以慈善劝募市场为研究对象,首先分析了目前慈善组织在劝募活动中
存在的困境,针对其存在的问题,讨论以市场营销理论来指导开拓慈善劝募市场的必要性。其次,通过介绍与慈善劝募市场相关的市场营销理论,运用 SWOT 分析了慈善劝募市场内外部环境,并进行市场细分、选择与定位,提出了儿种比较适合慈替劝募活动的营销策略。最后,结合个案分析,以江四省慈善总会为例,分析了江西省慈善劝募营销活动以及存在的问题,总结了江西省拓展慈
善劝募市场的部分成果与成功经验。以此,希望为挖掘社会慈善资源和建立慈善事业发展的新机制提供理论探索,为慈善组织在开拓慈善劝募市场提供一些参考与借鉴
关键词:慈善组织:劝募活动;市场营销理论
ABSTRACT
Since reform and opening,the public welfare is being to enter a rapid development stage in China. As the rapid development of various charitable
organizations ,the number anizations is growing and the size of the
organizations is expanding now. However,with progress and economic development of society,anizations are facing many problems in an petitive market of funds and e is the biggest problem faced by anizations. Currently,the lack of fund翩raising ability and low efficiency has been seriously affected the survival of anizations ,and has been hindered development and growth of philanthropy. Therefore,it is the current challenges that how to open up a charity fundraising charity fundraising market ,how to gain more market share,how to raise more charitable funds in which as various anizations have to be faced in the petitive market.
丁he Charity Fundraising market as the 0均ect of study,firstly,it is analysis of the current activities of anizations,and discusses developing marketing
theory to guide the need for charity fundraising market for the difficulties that exist in the activities. Secondly,the study has introduced the marketing theory which related to charitable fundraising activities,used the SWOT to analysis the intemal and extemal environment of charity fundraising market ,and the market segmentir顷,
selecting,positioni