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In recent years, with the development of the economic and the wake of civicconsciousness, voluntary service in China has made great progress. Voluntary serviceactivities are gradually integrated into peoples lives, a way of life and social norm.The public are increasingly high requirements for voluntary service; the kind ofspontaneous, scattered extensive activity patterns have been difficult to meet theneeds of volunteer service to develop in depth, voluntary service project operation isincreasingly obvious.The operation of the voluntary service projects has the advantage of clearobjectives, regulated operation, steady and efficient, has more attractiveness tovolunteers, and has more and more attention of the volunteer service organization.Volunteer service project has become the main form of volunteer serviceorganization activities and an important carrier. Especially those brand items thatoperating for a period of time, accumulated a certain social prestige and socialinfluence, and are better able to gather social resources, resulting in "positiveenergy" model to lead, has great significance for the promotion of volunteer servicesand long-term, sustainable development.However, due to a number of objective and subjective factors, volunteer servicebrand project construction is still in its infancy. On the one hand, the volunteerservice organizations have the problems of poor brand awareness, projectdevelopment and design capabilities, own mismanagement and poor ability to raisefunds; On the other hand, the social environment of the voluntary service brandproject construction need to be improved, especially the government efforts tosupport the brand of volunteer service project construction need to be furtherstrengthened.Based on the above, the author in this study, first, with the theoretical tools of"three circles" theory,"voluntary failure" theory, third-party management theory aswell as the relationship between the government and third-party organizations, toexplain that it is necessary that the Government give voluntary service brand project construction the necessary support, not only for the voluntary service organizations,but also for the Government to fulfill the functions of social management, socialservices and management capabilities, to promote the development of voluntaryservice of the internal demand; Furthermore, on the basis of a comprehensiveanalysis of volunteer service brand project construction status,contrary to difficultiesof the current voluntary service brand construction projects, to learn from thepractical experience of other national and regional governments to support thedevelopment of voluntary service, and seek inspiration from the government tosupport the commercial brand building, summed up the seven aspects ofgovernment affect the voluntary service brand construction projects, including therole, planning guidance, legal protection, financial support, personnel training,cultural communication and effective supervision; Finally, the author put forwardspecific ideas for the Government to support the brand of volunteer service projectconstruction, including the guide of the public value, the building of the capacity andfurther increase the support of system, funding, personnel and other aspects.
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