| 论非营利组织的市场导向观念 |
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| 引用本文： | 方博野.论非营利组织的市场导向观念[J].惠州学院学报,2012(1):50-54. |
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| 作者姓名： | 方博野 |
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| 作者单位： | 广东外语外贸大学国际商务英语学院 |
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| 摘 要： | 市场导向是一个很重要的现代营销和管理观念。随着非营利组织在全球范围内的兴起,市场导向的观念开始被应用于非营利组织。而目前国内外学者们主要是把市场导向观念同营利性机构结合起来进行研究,而对非营利组织市场导向观念的研究相对缺乏。文章对非营利组织市场导向理论做了探索性的研究,介绍了非营利组织市场导向观念的内涵及分类、前因变量和测量、以及营销的途径,以期为我国非营利组织管理实践提供理论指导。
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| 关 键 词： | 非营利组织 市场导向 市场营销 |
A Study of Market Orientation in Nonprofit Organizations |
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| FANG Bo-ye.A Study of Market Orientation in Nonprofit Organizations[J].Journal of Huizhou University,2012(1):50-54. |
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| Authors: | FANG Bo-ye |
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| Institution: | FANG Bo-ye(School of English for International Business,Guangdong University of Foerign Studies,Guangzhou 510420,Guangdong China) |
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| Abstract: | Market orientation is a key concept in modern marketing and management.With the rapid global development of nonprofit organizations,market orientation is being applied in nonprofit organizations.However,studies on market orientation in nonprofit organizations are quite few in and out of China.This article is intended to make a tentative exploration of market orientation in nonprofit organizations.It elaborates on the concept and classification of market orientation,its antecedent variables,evaluation and ways of marketing,and is hopefully expected to provide a theoretical guidance for the managerial practice of nonprofit organizations in China. |
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| Keywords: | nonprofit organization market orientation marketing |
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