THE PRACTICE OF MARKETING STRATEGY AMONG NON-PROFIT ORGANIZATIONS IN THE SECTOR OF ART AND CULTURE IN CHINA

Abstract

China’s government aims to improve the national culture soft power in recent years. Whereas, Non-Profit Organizations (NPO), in art & culture area, play an important role in Chinese culture renaissance, so how to develop those NPOs become a problem.

The dissertation’s purpose is to identify China’s NPO development on repositioning Chinese civil culture consciousness, and to provide further recommendations to help relevant agencies with marketing strategy enhancing the repositioning efforts. Based on above purpose, this study provides three research questions which related on the NPO’s markets, promotion method, and funds. Qualitative analysis persists throughout of the study, the interviews will be using for collecting information, and some secondary relevant data will also be quoting to analysis the current situation. Recommendations relevant research questions, which suggested NPO to figure out the target market and develop a non-profit marketing strategy, to enhance their promotion, and to improve organizations self-governing and management capacity. Beside this, other three implementations based on recommendations also be present.