体验营销在非营利组织中的应用分析
关键词：体验营销；非营利组织营销；营销策略
Abstract
In recent years, the reformation of Chinese social and economic system has been deepen continually, and economic system of market, under the background of the comprehensive construction, has been access to develop strongly, experiential marketing in the enterprise has been widely recognized and applied, at the same time, with the rapid improvement of the social civilization, nonprofit organization has been widely recognized and has produced a kind of popular trend. Therefore the application of experiential marketing in the field of nonprofit organization undoubtedly has a strong appeal. This paper wants to find a method the implementation of experiential marketing and the combination of experiential marketing strategy in nonprofit organization through the study of the concepts of nonprofit organization, nonprofit organization marketing, experiential marketing, development trend, and the relation of each other. Finally I want to get inspiration and put forward my own opinions.
Keywords: Experiential Marketing, nonprofit organization marketing，marketing strategies
目录
一、 绪论 6
（一）研究背景和意义6
1、非营利组织营销的产生背景6
2、体验营销的产生背景7
3、体验营销在非营利组织中的研究意义7
二、非营利组织概述8
(一)非营利组织的概念 8
（二）非营利组织的分类9
1、动员资源型9
2、公益服务型10
3、社会协调型10
4、政策倡导型10
三、非营利组织营销 10
(一)非营利组织营销的概念11
（二）非营利组织的营销必要性11
（三）非营利组织的营销模式11
1、非营利组织的营销环境12
2、进行市场细分并选择目标市场12
3、控制和实施非营利组织的营销活动12
（四）非营利组织的营销特点13
1、非营利组织具有服务营销的特点13
2、多样化的营销对象和利益相关者，更加重视公共关系13
3、顾客不一定都是上帝14
四、体验营销概述 14
（一）体验营销的概念14
（二）体验营销与传统营销方式的区别15
1、焦点不同15
2、对顾客的理解不同15
3、顾客的地位不同15
4、4ps的实施方式不同16
（三）体验营销的特点16
1、顾客参与16
2、重视顾客感受17
3、重视沟通和互动17
五、体验营销在非营利组织中的应用 17
（一）非营利组织体验营销的特征17
（二）非营利组织中体验营销的运用方法19
1、明确主题19
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