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BSP項目公益項目品牌化之實踐分析

時間:2019-04-16 22:08來源:畢業論文
以上海某機構發起的BSP 方案為切入點展開研究。品牌化要走上正軌,需要通過外界的支持從而促使內部人員的自我增能,喚醒其意識和能力的雙重覺醒。而對于品牌自身,并不是將其局

摘要:改革開放以來, 隨著社會主義市場經濟體制的逐步建立,越來越多的人開始關注公益領域,為數眾多的非營利組織開始迅速出現。非營利組織以機構靈活、適應性強的特點迅速發展于當下中國,但活動內容雜,服務方向分散,資源與品牌意識的匱乏卻制約了其能效。并且,絕大多數社會大眾對非營利組織沒有具體認知,理念匱乏,而組織內部更是缺乏統一的機制和管理。盡管當前已經出現了許多具有專業服務性的機構,但是嚴重缺乏類似的支持型機構。要使得中國的非營利組織取得一個長遠的良性發展,公益項目品牌化不失為一個有效的方法。本文通過理論研究、案例分析、訪談問卷等方法來研究,以上海某機構發起的BSP 方案為切入點展開研究。品牌化要走上正軌,需要通過外界的支持從而促使內部人員的自我增能,喚醒其意識和能力的雙重覺醒。而對于品牌自身,并不是將其局限于一種單純籌款的工具,而是一種于內于外兩個層面的組織認同感。34634
畢業論文關鍵詞: 品牌化;增能 ;認同感 ;非營利組織管理
A Practical Analysis of Branding of Commonweal Projects
              ——Taking BSP as an Example
Abstract:Since the Reform and Opening-Up Policy and the gradual establishment of the socialist market economic system, more and more people began to pay close attention to commonweal thus a large number of nonprofit organizations have been rapidly set up. Yet the lack of the awareness of resources and branding, distraction of services and the disorder of activities hold back the efficiency of the quick-developing nonprofit organizations, despite their strong flexibility. Also, most of the people have little understanding on nonprofit organizations and there is not enough unified mechanism and management for these organizations. Professional service organizations have appeared in the present stage; however, the similar supporting organizations are under a great need. In order to obtain a long-term benign development, branding of commonweal projects might be an effective method for China’s nonprofit organizations. In this thesis, the author set up his research under theoretical researches, case analysis, and interview and questionnaire analysis, taking a BSP program initiated by an institution in Shanghai as an example. Outside supports is essential for the branding to be on track, as well as the staff development of awakening their awareness and abilities. And a brand itself should not be limited to a tool of collecting funds but also a type organization identity from both outside and inside. 源¥自%六:維;論-文'網=www.aftnzs.live
Keywords: Branding; Ability development; Identity; Management of nonprofit organizations
目錄
一、緒論    1
(一) 研究背景    1
(二) 研究意義    1
二、文獻綜述    2
(一) 國外相關研究綜述    2
(二) 國內相關研究綜述    2
(三) 研究的發展趨勢    3
三、理論框架與研究方法    4
(一) 理論框架    4
1、 雙因素理論    4
2、 增能    4
3、 自覺與自決    5
(二) 研究方法    5
四、項目綜述    5
(一) BSP方案相關信息簡述    5
(二) BSP方案具體實施內容及成效簡述    8
五、結論與建議    11
(一) 結論    11
(二) 建議    14
致謝    16
參考文獻    16
附錄    19
一、緒論 BSP項目公益項目品牌化之實踐分析:http://www.aftnzs.live/guanli/20190416/32217.html
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