Marketing Charities in China.doc

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1、MarketingCharitiesinChina1Introduction1.1BackgroundThepurposeofthisreportistodiscussthenecessityofcharityorganizations’marketingcampaigns,toresearchtheapplicationofmarketingtheoriesincharityfund-raisingandtopointoutsomemarketingstrategiesforcharityfund-raising.Charitableorganizationisdefined

2、asatypeofnon-profitorganization.Itdiffersfromotherkindsofnon-profitorganizationsbecauseitcentersonphilanthropicgoals,suchascharitable,religious,educationalorotheractivitiesservingcommongoodorthepublicinterest(Wikipedia).Withthedevelopmentofsocietyandeconomy,China’scharitableenterprisesaredev

3、elopingrapidlyandvariouscharitableorganizationsarebecomingincreasinglymore.However,inthedrasticmarketcompetition,Chinesecharitableorganizationsareconfrontedwithsomenewandseriouschallenges,forexample,thedifficultyofraisingfund(www.cctv.com).Therefore,Chinesecharitableorganizationsshouldbroade

4、nnewtheoryandfieldformarketingcampaigns.1.2ObjectivesThisreporthasthreeobjectives.Thefirstoneistodiscussthenecessityofcharitableorganization’smarketingcampaigns.Thesecondobjectiveofthisreportistoresearchapplicationsofmarketingtheoriesincharitableorganizations’fund-raising,includingtheSWOTana

5、lysisofmarketingtheoriesincharityfund-raisingandselectionofthemarketforfund-raising.Thethirdobjectiveofthisreportistoworkoutsomemarketingstrategiesforcharityfund-raising,whichincludeco-marketingstrategyandcause-relatedmarketingstrategy.1.3ScopesThisreportfocusesonanalyzingthenecessityandsign

6、ificanceofcharitableorganizations’marketingcampaigns.Italsocoverssomeconcreteapplicationsofmarketingtheoriesincharitableorganizations’marketingcampaigns.Inaddition,thereportalsoincludessomesuggestionsforcharitableorganizationstocarryoutmarketingcampaignsandtheyareco-marketingstrategyandcause

7、-relatedstrategy.However,thisreportdoesnotincludesystemicintroductionofmarketingtheoriesandknowledge.ThereportjustfocusesonChinesecharitableorganizationsandtheirmarketingcampaigns,butdosesnotconsiderthesituationofforeigncharitableorganizations.More