【作者】 赵一鸣；

【导师】 陈晓春；

【作者基本信息】 湖南大学 ， 行政管理， 2008， 硕士

【摘要】 随着互联网的发展,越来越多的组织和个人参与到信息化社会的发展中。与传统媒体传播信息的局限性比较起来,计算机的普及、互联网的发展提高了信息的传播效率与传播方式。人们开始将传统营销与互联网相结合开展网络营销。网络营销不仅对企业的营销活动有显著效果,对非营利组织的扩大影响,实现组织理念也有重大作用。非营利组织由于其预算的有限性,对信息发布系统与人材的投入不能像企业那样充裕。因此,一种易操作、低成本而又高效的信息传播工具对非营利组织而言是非常重要的。互联网的出现正符合了非营利组织的这种需求。网络可以以低成本协助非营利组织实现志愿者管理、内部营销、网上募款、财务公开、分享信息和创造知识等多方面诉求。在国外,很多非营利组织已经意识到网络营销的优越性,并在实践中取得了成效。在我国,非营利组织的网络营销还没能得到广泛的利用,加之网络营销本身还存在着地区发展不平衡、安全隐患、环境不规范等诸多问题,非营利组织的网络营销还有很多有待探索研究的问题以及很大的发展空间。本文立足于网络营销这个互联网时代新的营销概念,论证其为非营利组织所运用的可行性,分析目前我国非营利组织网络营销的应用及其存在的问题,并提出完善我国非营利组织网络营销的对策建议,希望可以为非营利组织在互联网时代的发展提供一些有意义的参考。更多还原

【Abstract】 With the development of the Internet, a growing number of organizations and individuals participate in the development of the information society. Compared with the limitations of Traditional media , the popularity of computers and the development of the Internet raise the efficiency of the information dissemination and communication methods. People began to try to combine traditional marketing and the Internet to Internet marketing. Internet marketing is not only the effective marketing activities of enterprises but also have significant effects on the impact of non-profit organizations and the achievement of organizational philosophy.For Non-profit organizations, because of the limit of the budget, the information release system and investment in human resources can not be as abundant as the enterprise. Therefore, a convenient, low-cost and highly efficient tool for the dissemination of information on non-profit organizations is very important. The emergence of the Internet is in line with the demand of non-profit organizations . Networks can help Non-profit organizations achieve volunteer management , internal marketing, online fund-raising, financial disclosure and sharing of information and knowledge creation, and so demands with low-cost. In foreign countries, many non-profit organizations have realized the advantages of network marketing, and they have achieved success in practice . In China, non-profit organization of network marketing have not been widely used, besides,the network marketing itself has some problems such as unbalanced regional development, security risks and environmental regulations .There are many problems to be explored and studyed for marketing network of non-profit organizations and they have great room for development too.This paper is based on the new marketing concepts - Internet marketing, demonstrated the feasibility used by non-profit organizations .Analyse the existing problems and the application in China’s non-profit organization Internet marketing ,and make sound Suggestions of marketing network in China’s non-profit organizations to provide some meaningful information for the development of non-profit organizations at the age of the Internet.更多还原