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Image Analysis of Non-Profit Organizations Under CIS Theory —— Taking the One Foundation of China and the Shanghai Children's Heart Center as Examples

Mengpeng Wu, Qi Xiao


With the development of the times and the progress of society, Chinese nonprofit organizations are facing increasingly fierce competition, and these nonprofit organizations are growing at a rate of 10%-15% per year. Therefore, it is important for nonprofit organizations to improve their organizational image to meet the challenges and gain competitive advantage. In this paper, we will study the organizational image of Chinese nonprofit organizations One Foundation and Shanghai Children's Heart Center based on the theory of CIS (organizational identity system) in organizational image communication. The study of the characteristics and advantages of these two organizations, combined with the analysis of the common problems of the cases, and the final analysis of the image of the nonprofit organizations to give corresponding decision-making recommendations, to achieve the establishment of the brand image of social welfare organizations, and to promote the stability and long-term development of social welfare organizations.


One Foundation; Shanghai Children's Heart Center; Organization Image; CIS Ttheory

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DOI: http://dx.doi.org/10.18686/mmf.v6i6.6462