我国慈善组织品牌导向的维度构建研究  

Constructing Dimensions of Brand Orientation for Chinese Charitable Organizations

作　　者：黄光[1] 叶慧玲[2] 周延风[2] 罗文恩[3] 

机构地区：[1]广东财经大学财政税务学院 [2]中山大学管理学院 [3]深圳大学管理学院

出　　处：《管理学报》2016年第9期1296-1304,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71072173;71372153;71302110);教育部人文社会科学研究规划基金资助项目(13YJA630147);广东省自然科学基金资助项目(2016A030313764);广东省自然科学基金博士启动资助项目(S2013040015850)

摘　　要：以我国官办与民间慈善组织为研究对象,采用多案例质性研究方法,通过对8家慈善组织中高层管理者的深度访谈,分析我国慈善组织对于品牌导向的认知及实施现状,建立符合中国情境的慈善组织品牌导向维度的理论框架,提出慈善组织品牌导向可分为品牌意识、品牌识别、品牌互动和品牌协同4个维度。研究发现,我国官办与民间慈善组织对品牌导向的认知和实践存在较大差异。官办慈善组织品牌导向总体较为薄弱,其更多将自身视为政府职能的承接者,注重与政府的协调关系;而民间慈善组织对品牌导向的认知和实践则表现得更为复杂多样。This study centers on government-organized and grassroots charitable organizations,and adopts multiple-case qualitative method to analyze managers＇ perception and implementation of brand orientation and further creates a theoretical framework for dimensions of brand orientation that corresponds with Chinese context by in-depth interviews with middle and senior managers.The result indicates that brand orientation＇s dimension can be divided into four parts,which are brand awareness,brand recognition,brand interaction and brand orchestration.Generally speaking,governmentorganized and grassroots charitable organizations have salient difference in terms of the perception and practice on brand orientation.The government-organized charities have weak consciousness of brand orientation and usually take themselves as assistants of government,and hence put more attention to the relations to the authorities,while the perception and practice on brand orientation varies dramatically among different grassroots charities.

关 键 词：慈善组织 品牌导向 维度构建 质性研究 

分 类 号：C93[经济管理—管理学]