本文選題：行業(yè)協(xié)會 + 品牌化　； 參考：《華東師范大學(xué)》2014年碩士論文

【摘要】：黨的十八大以后,我國政府職能深入轉(zhuǎn)型,行政體制深入改革,多元治理趨勢越發(fā)明顯,這為社會組織的發(fā)展提供了肥沃的土壤。作為非營利組織中互益類的一種,行業(yè)協(xié)會是由相關(guān)單位自愿組成的非營利性的以經(jīng)濟(jì)類為主的社團(tuán)法人,需要實(shí)現(xiàn)會員服務(wù)、行業(yè)代表等職能。在市場經(jīng)濟(jì)快速發(fā)展的同時,一些市場經(jīng)濟(jì)主體被曝出了“逐利損益”的事件,這些事件可以由相關(guān)的行業(yè)協(xié)會來參與應(yīng)急與處理。然而協(xié)會的職權(quán)或行動能力的高低主要取決于其自身品牌化的程度以及公眾對其信任度的高低。作為以促進(jìn)中介性、互益性和行業(yè)自律性等為核心特征的組織,行業(yè)協(xié)會相較于政府或企業(yè)而言,往往被賦予了更多的聲譽(yù)期望,其品牌化的價(jià)值也就更為突出�？梢哉f,品牌化是我國未來非營利組織能力建設(shè)、面對競爭和長遠(yuǎn)發(fā)展的重要議題。然而,對于行業(yè)協(xié)會品牌化的研究尚未引起國內(nèi)外學(xué)界的充分重視。 本文通過文獻(xiàn)研究法、深入訪談法、案例分析法對國內(nèi)外行業(yè)協(xié)會品牌化及影響因素等的研究成果進(jìn)行了梳理,并在此基礎(chǔ)上將我國行業(yè)協(xié)會品牌化過程中受到的環(huán)境影響因素分為組織內(nèi)部與組織外部,共得出7個層面14項(xiàng)影響因素。同時,借助利益相關(guān)者理論、行業(yè)協(xié)會組織邊界理論以及品牌冰山理論,以實(shí)證的數(shù)據(jù)和上海市呼叫中心行業(yè)協(xié)會、上海市生物醫(yī)藥行業(yè)協(xié)會、上海黃金飾品行業(yè)協(xié)會及原中國保健食品行業(yè)協(xié)會四個案例來驗(yàn)證了這些影響因素對具體的某一行業(yè)協(xié)會品牌化過程所發(fā)生的正向的或負(fù)向的影響,得出了我國行業(yè)協(xié)會品牌化的整體實(shí)踐現(xiàn)狀。最后,本文分別從組織內(nèi)部環(huán)境及組織外部環(huán)境兩個維度為我國行業(yè)協(xié)會的品牌化提出了探索性的策略,并對這些策略的重要性與實(shí)施難易程度進(jìn)行了簡單的分析。從行業(yè)協(xié)會組織內(nèi)部環(huán)境來看,共有三大層面七條具體對策；從行業(yè)協(xié)會組織外部環(huán)境來看,共有四大層面五條具體對策。 以上不同角度的策略為我國行業(yè)協(xié)會品牌化的推進(jìn)提供了一定的理論與實(shí)踐參考,同時也為國內(nèi)學(xué)界在行業(yè)協(xié)會品牌化方面的研究做出了一定的探索性貢獻(xiàn)。
[Abstract]:After the 18th National Congress of the Communist Party of China (CPC), the functions of our government were deeply transformed, the administrative system was deeply reformed, and the trend of pluralistic governance became more and more obvious, which provided a fertile soil for the development of social organizations. As a kind of mutual benefit among non-profit organizations, trade association is a kind of non-profit corporation, which is composed of related units voluntarily. It needs to realize the functions of member service, trade representative and so on. Along with the rapid development of market economy, some subjects of market economy have been exposed as "profit and loss" events, which can be taken part in emergency response and treatment by relevant trade associations. However, the authority or ability of action of the association mainly depends on the degree of its own brand and public trust in it. As an organization with the characteristics of promoting intermediary, mutual benefit and self-discipline, trade associations are often given more reputation expectations than governments or enterprises, and their brand value is more prominent. It can be said that branding is an important issue in the future non-profit organization capacity building, facing competition and long-term development. However, the research of trade association brand has not been paid enough attention to at home and abroad. In this paper, through literature research, in-depth interviews, case analysis of the domestic and foreign trade association brand and influence factors, and other research results were combed. On this basis, the environmental factors in the process of branding of China's trade associations are divided into internal and external factors, and a total of 7 levels of 14 factors. At the same time, with the help of stakeholder theory, trade association organization boundary theory and brand iceberg theory, with empirical data and Shanghai call Center Industry Association, Shanghai Biopharmaceutical Industry Association, Four cases of Shanghai Gold Jewelry Industry Association and the former China Health Food Industry Association verify the positive or negative effects of these factors on the branding process of a specific trade association. The overall practice status of the branding of China's trade associations is obtained. Finally, this paper puts forward exploratory strategies for the branding of China's trade associations from the two dimensions of the internal environment of the organization and the external environment of the organization, and makes a simple analysis of the importance of these strategies and the degree of difficulty in implementing them. From the perspective of the internal environment of the trade association organization, there are three levels and seven specific countermeasures, and from the external environment of the trade association organization, there are four levels and five specific countermeasures. The above strategies from different angles provide a certain theoretical and practical reference for the promotion of trade association branding in China, and also make a certain exploratory contribution to the domestic academic research on trade association brand.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D922.1;D922.29

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