本文關(guān)鍵詞：我國非營利組織品牌構(gòu)建初探——基于公眾感知與品牌形象互動的視域　出處：《湖北經(jīng)濟學(xué)院學(xué)報(人文社會科學(xué)版)》2016年04期 　論文類型：期刊論文

  更多相關(guān)文章： 非營利組織品牌形象 公眾感知 互動

【摘要】：非營利組織作為一種受價值觀驅(qū)動和以公益服務(wù)為導(dǎo)向的社會組織,正面臨著聲譽流失和信任危機的困境,品牌構(gòu)建是非營利組織應(yīng)對資源稀缺、影響資源提供者的有效手段。感知是客觀事物經(jīng)過感覺器官表現(xiàn)在人腦中的直接反映,公眾感知具有選擇性和抵御性,也就是說公眾不僅僅是品牌信息的被動接受者,同時還影響著品牌傳遞的有關(guān)信息,這些被影響的信息經(jīng)過各種途徑影響著非營利組織品牌的建構(gòu)。因此,本文從互動的角度,首先關(guān)注公眾感知和品牌構(gòu)建之間的相關(guān)性;接著分析了在非營利組織這一特定場域中品牌的特點,然后從互動的角度來探討該場域中如何看待非營利組織品牌形象;最后提出了非營利組織品牌構(gòu)建的相關(guān)建議。
[Abstract]:Non profit organizations as a value driven and the public service oriented social organizations, is facing a crisis of confidence and reputation loss predicament, brand building is a non-profit organization with the scarcity of resources, affecting the effective means of resource providers. The perception of objective things by feeling the organs directly reflected in the brain. Public perception is selective and resistance, which means that the public is not only a passive recipient of brand information, but also affects the information about the brand transfer, the affected information through various channels affect the construction of non-profit organization brand. Therefore, this paper from the view of interaction, focus first on correlation between public perception and brand building the brand; then analyzes the characteristics of nonprofit organization in this particular field, and then from the interactive perspective to explore how to treat the non camp in the field In the end, some suggestions on the construction of non-profit organization brand are put forward.

【作者單位】： 中國礦業(yè)大學(xué)管理學(xué)院;山東建筑大學(xué)法政學(xué)院;
【分類號】：D632.9
【正文快照】： 近年來,非營利組織的發(fā)展呈現(xiàn)蓬勃之態(tài),根據(jù)民政部公布的《2013年社會服務(wù)發(fā)展統(tǒng)計報告》顯示,從數(shù)量來看,截止2013年底,我國非營利組織已多達(dá)54.7萬個,比上年同期增長9.6%,其中社會團體28.9萬個,同期增長6.6%;民辦非企業(yè)單位25.5萬個,同期增長13.1%;基金會3549個,同期增長17.，

本文編號：1427535