【作者】 刘莉莉；

【导师】 姜忠辉；

【作者基本信息】 中国海洋大学 ， 工商管理， 2010， 硕士

【摘要】 自20世纪80年代起,非营利组织市场化运作已经成为非营利组织发展的潮流和必然选择,作为全球“结社革命”一部分的我国非营利组织的发展壮大,不可避免的也面临着如何进行市场化的问题。由于我国非营利组织无论从政府还是企业那里得到的资助都非常有限,我国公民社会又远没有形成,公民普遍缺乏志愿精神和公益精神,非营利组织的自利性和商业化的倾向比西方国家还要强烈。但由于市场化运作相关模式选择缺乏科学性、长远性等原因,我国非营利组织市场化运作过程中面临着资金筹集、组织治理、产品服务营销、绩效评估等诸多方面的困难与问题,致使其市场化运作效果不理想。因而,通过分析研究我国非营利组织市场化运作现状及问题,探讨研究我国非营利组织市场化运作相关模式,在理论与实践中逐渐探索出符合我国国情的非营利组织市场化运作模式路径选择,具有重要的理论价值和迫切的现实意义。本文采用理论与实证相结合的方法,循序渐进地对我国非营利组织市场化运作模式进行了研究。论文的第一章为绪论部分,阐述了选题背景、目的、意义及研究内容和方法。第二章对非营利组织及其市场化运作进行了概念界定,阐述了非营利组织市场化运作的相关理论依据,并对国内外相关理论文献进行了述评。第三章对我国非营利组织特点及其市场化运作现状、问题进行了分析研究,并在此基础上提出了非营利组织市场化运作模式选择问题。第四章阐述分析非营利组织市场化运作模式内涵,对我国非营利组织市场化运作相关模式进行了比较分析,并提出了非营利组织基于组织使命的市场化运作模式选择路径。第五章根据前文思路具体分析了中国青少年发展基金会市场化运作模式选择问题。由于中国青少年发展基金会是我国典型社会环境下成长发展起来非营利组织的代表,所以本文通过对中国青少年发展基金会市场化运作模式选择的案例分析,为我国非营利组织市场化运作模式选择提供了很好的借鉴。我国非营利组织可以部分或全部地借鉴本文的研究结果,结合自身特点,调整当前市场化运作模式选择,实现组织的持续发展。更多还原

【Abstract】 It has become a trend and necessary choice to the non-profit organizations that the marketization operation in the world. The non-profit organizations in China, as a part of the Global Associating Revolution, also confront how to implement marketization operation in practice. But the funding received from whether the government or enterprises is very limited and our civil society has not been formed, citizens are general lack of the volunteer and public spirit, so the self-interest and commercial tendency of our non-profit organizations is more strong than the western countries’. However, because of lacking of scientific and long-term selection to the marketization operation mode and other reasons, the marketization operation of our non-profit organizations is facing with fund-raising, organizational governance, marketing, performance evaluation and many other difficulties and problems. The result of our non-profit organizations marketization operation is not satisfactory. So, it has important theoretical value and urgent practical significance that we analysis the status and problems of our non-profit organizations marketization operation, research the related marketization operation mode of our non-profit organizations, and gradually explore the selection path of our non-profit organizations mode to fit with our national condition in theory and practice.This paper makes this research in proper sequence by the way of combination of theory and demonstration. The first chapter is an introduction of background, objective and intention. In the second chapter, the non-profit organization and its marketization operation are defined. And related literatures about home and abroad are narrated. The third chapter is about China’s non-profit organizations features and the status of their marketization operation. Especially, the problem of marketization operation related mode selection is mentioned. In the fourth chapter, the connotation of marketization operation mode is expounded and the marketization operation related modes of China’s non-profit organizations are comparatively analyzed. Meanwhile, the related mode selection based on organization mission is proposed. The fifth chapter is to put forth a real example of China Youth Development Foundation to study its marketization operation mode on the basis of a study of the whole thesis.China Youth Development Foundation is a typical representative of non-profit organizations which grew up in China’s social environment. So the article will provide good references for our non-profit organizations about how to choose marketization operation related modes by analyzing the marketization operation modes selection of China Youth Development Foundation. China’s non-profit organizations can learn some or all from the findings of this paper. They can adjust their current selection of marketization operation modes according to their own characteristics for sustainable development.更多还原