基于人际互动理论的非营利组织营销策略  

NPO Marketing Strategy Based on Interpersonal Interaction Theory

作　　者：李阳熙[1] LI Yang-xi(Heilongjiang University of Science and Technology,Harbin 150000,China)

机构地区：[1]黑龙江科技大学,哈尔滨150000

出　　处：《价值工程》2021年第14期68-69,共2页Value Engineering

摘　　要：寻求并创新具有多方共赢的策略和方法是非营利组织健康发展的有力保障。人际互动理论中的竞争关系和合作关系对促进非营利组织的营销战略具有实际意义,在此理论基础上形成的“人际互动竞技营销”和“人际互动合作营销”是一种通过某种模式将营销变成人人都可以参与的有意义的互动活动,既实现了组织价值和使命,同时也促进了人际关系的和谐和社会的和谐。Seeking and innovating multi-win strategies and methods is a strong guarantee for the healthy development of non-profit organizations.The competitive relationship and cooperative relationship in the interpersonal interaction theory have practical significance to promote the marketing strategy of non-profit organizations.On the basis of this theory,the"interpersonal interaction competitive marketing"and"interpersonal interaction cooperative marketing"are a kind of meaningful interactive activities that can be participated by everyone through a certain mode.It not only realizes the organizational value and mission,but also promotes the harmony of interpersonal relationship and social harmony.

关 键 词：非营利组织 人际互动 合作营销 竞技营销 

分 类 号：F712.2[经济管理—产业经济]