全部|集刊|文章
高级检索

  ONLINE SUBMISSION

三块钱能改变什么?——“免费午餐”的营销组合策略分析

作 者: 董文琪(著)

普通
所属集刊: 中国非营利评论(第十八卷) 在线日期: 2016-09-13
页  数: 14页 阅  读:
 在线阅读 原版阅读 下载阅读

摘 要

随着网络技术的发展以及公共治理理念的变革,越来越多的民间力量开始参与社会建设。在这个过程中,为了获得广泛的认同和多元的资金支持,公益事业也需要运用市场营销的理念和技术来推广自己的公益产品和服务。“免费午餐”是一项由邓飞联合全国500名记者发起的公益筹款计划,旨在为我国贫困地区的学童免费提供午餐,解决其校园饥饿问题。该项目的成功推广不仅惠及十多万名乡村学童,还引起了政府对乡村儿童营养问题的关注,被视为民间公益奇迹。本文拟以4Ps营销组合理论为分析工具,从市场营销层面阐释“免费午餐”的成功之道及其为公益营销带来的实践意义和启示。

Abstract

With the development of network technology and the reform of the concept about public governance,more and more civil force began to participate in the construction of society. In order to get more recognition and financial support,the public welfare undertakings should apply the concept of marketing and technology to promote their own public welfare products and services. Free Lunch For Children(FLFC) is a charity project initiated by Dengfei and 500 journalists. It is designed to provide free lunches for school students in poor areas of our country and to solve the problems of hunger in campus. The successful promotion of this project not only benefit thousands of rural children,but also draw the government’s attention to rural children’s nutrition. FLFC is regarded as a miracle of civil service. This paper intends to use the 4Ps marketing mix theory as an analytical tool,to explain the success of FLFC from marketing level and its practical significance and implications for cause-related marketing.

作者

董文琪,中南大学公共管理学院副教授。

参考文献

[1] 〔美〕安德里亚森、〔美〕科特勒(2010):《战略营销:非营利组织的视角》,王方华、周洁如译,北京:机械工业出版社。

[2] 〔美〕彼得·德鲁克(1999):《管理的实践》,周文祥等译,台北:中天出版社。

[3] 邓飞(2015):《公益组织传播和社群营造》http://www.shanda960.com/shandaguan/article/5756(最后访问时间2016年6月7日)。

[4] 邓飞(2014):《免费午餐:柔软改变中国》,北京:华文出版社。

[5] 〔日〕饭野春树(2004):《巴纳德组织理论研究》,王利平等译,北京:生活·读书·新知三联书店。

[6] 〔俄〕克鲁泡特金(1984):《互助论》,李平沤译,北京:商务印书馆。

[7] 宋厚亮(2013):《邓飞的“公益帝国”》,《中国慈善家》。

[8] 徐永光(2012):《走过多事之秋,未来喜忧参半》,《京华时报》。

[9] 叶铁桥(2012):《免费午餐:用公益弥合社会割裂》,《中国青年报》。

[10] McCarthy,E. J.(1960),Basic Marketing,A Managerial Approach. IL:Richard D. Irwin.

[11] Kotler,Philip and Levy,Sidney J. (1969),“Broadening the Concept of Marketing”,Journal of Marketing(January):10-15.

[12] Lovelock,Christopher H. and Weinberg,Charles B. (1989),Marketing for Public and Nonprofit Managers,2nd ed. Redwood City,Calif.:The scientific Press.

[13] Rothschild,M.L.(1979),“Marketing Communications in Non-business Situation or Why It’s So Hard to Sell Brotherhood like Soap”,Journal of Marketing,Spring:11-20.

[14] Sargeant,Woodliffe(2007),“Girl Giving:An Interdisciplinary Review”,International Journal of Nonprofit and Voluntary Sector Marketing,(12):275-307.

北京市西城区北三环中路甲29号院3号楼"华龙大厦"A/B座13层、15层 邮编:100029 企业证照信息
联系人:陈老师 电话:400-0086-695 客服qq:2475522410 邮箱:database@ssap.cn 您当前的IP是:
版权所有 社会科学文献出版社 京ICP备06036494号-5 京公网安备110102003507 新出网证(京)字094号 Processed in 0.035 second(s)