社会服务机构引入市场营销理念的困境及出路

社会主义市场经济条件下,社会服务机构有必要适时引入市场营销理念。但由于社会服务机构自身的特性,引入“顾客导向”的市场营销理念在管理技巧上遇到重重阻力,所以,必须对社会服务机构专业人员进行市场管理知识的培训,加强社会服务机构之间的交流与合作,促进市场营销理念在服务机构内扩散,成为企业文化的一部分。

Predicament and Outlet for Introduction of Marketing Ideas into the Agencies of Social Service

In the environment of socialist market economy, the agencies of social service need to introduce the concept of marketing ideas timely. However, due to some particular features these agencies of social service have, introduction of the marketing concept "centering around customers" has met sorts of obstruction. Therefore, it is necessary to give the professionals of these agencies a training of marketing knowledge, strengthen communication and cooperation between the agencies of social service. It also needs to expand the marketing ideas among the organizations of service, and take them as one part of the enterprise culture.