论志愿者组织营销的“4p+s+v”理论  

The "4p+s+v" Marketing Theory of the Volunteer Organization

作　　者：罗军飞[1] 龚芳[2] 

机构地区：[1]中南大学党委办公室 [2]中南大学商学院,湖南长沙410083

出　　处：《科技创业月刊》2009年第2期62-64,共3页Journal of Entrepreneurship in Science & Technology

摘　　要：公民社会的发展、政府职能的局限,使得志愿者组织在社会生活中的协调作用日益显著。然而,这股新生力量也正经历着发展所必需的挫折。其中,志愿者组织营销意识的缺乏就是其典型问题之一。立足于志愿者组织营销的现状,分析志愿者组织营销中存在的不足,并结合传统的4p’s营销理论,探讨了适宜志愿者组织的"4p+s+v"营销新理论。在此新理论基础上提出了志愿者组织营销的一些具体建议和措施,以期将"4p+s+v"理论推向实践。The voluntary organizations palys a harmonious role nowadays due to the development of liberalism pattern of citizenship and the limitation of government function. However, the new power is also experiencing the setback, one of which is that most voluntary organizations have no sense of marketing. This paper analyzes the shortage of the marketing of the volunteer organization, and try to rise the new ＂4p＋s＋v＂ theory which suits volunteer organization united the tradiational 4p＇s theory based on its marketing situation. Meanwhile,some marketing suggestions are provided to back it.

关 键 词：志愿者组织 营销 营销新理论 

分 类 号：F713.50[经济管理—市场营销]