非營利組織之整合行銷傳播績效研究—以英國文化協會之教育展為例

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题名:	非營利組織之整合行銷傳播績效研究—以英國文化協會之教育展為例
作者:	李盈盈
贡献者:	新聞研究所碩士在職專班
关键词:	整合行銷傳播整合行銷傳播績效非營利組織英國文化協會教育展
日期:	2010
上传时间:	2011-10-20 12:53:02 (UTC+8)
摘要:	在面對商業環境、企業競爭的壓力下，非營利組織與營利益組織一樣，也必須透過整合行銷傳播來將組織的理念發揚光大，爭取社會認同，以協助組織達成社會使命。本研究以整合行銷傳播為理論基礎，探討非營利組織運用整合行銷傳播時，對於目標對象所採取的行銷策略以及所選擇的行銷傳播工具之情形，瞭解非營利組織與目標對象的溝通狀況，以及整合行銷傳播的績效。因此針對非營利組織在績效方面，本研究以英國文化協會於2011年3月在台灣所舉辦的教育展為研究對象，透過問卷調查、深度訪談，以及次級資料分析法，以三個面向進行評估：一、目標對象的檢核：瞭解是否有符合目標的設定；二、傳播工具的檢核：瞭解所運用的傳播工具，是否有達到傳播的效益；三、整合行銷傳播對象的滿意度分析：瞭解傳播對象對於非營利組織在訊息內容的呈現、資訊提供、服務表現，以及整體規劃方面的滿意程度。研究結果發現：一、目標對象的檢核：透過過去的經驗與相關數據，參觀民眾大致吻合非營利組織對目標對象的設定。二、傳播工具的檢核：以戶外廣告、網路，以及人際傳播的效益較高，且傳播工具會依年齡而有差異；此外，參觀民眾對於行銷推廣方式的心理層面也符合實際層面。三、整合行銷傳播對象的滿意度：參觀民眾對於資訊提供、服務表現，以及整體規劃，大致都符合參觀民眾的需求，但是仍應該加強在場地規劃、文化資訊，以及落實教育展EDUKEX網站功能等的配套服務，滿足參觀民眾的多元需求。 In the face of a relentless competitive environment, both for-profit organizations and conglomerates and non-profit organizations (NGOs) are increasingly utilizing Integrated Marketing Communications (IMC) to extend their reach, convey their messages and achieve their goals. This study, based on the theory of IMC, examines the marketing strategies and marketing communications tools utilized by NGOs to reach its target audiences; how the NGO communicates with its target audiences; and the effectiveness of utilizing IMC. The study was conducted via a purposive sampling questionnaire survey, in-depth interviews and secondary analysis, and appraises the organisation’s achievements in the following three areas: firstly, analysis of the audiences reached to ascertain whether they met the NGO’s criteria; secondly, assessment of the effectiveness of the marketing communications tools; thirdly, audience satisfaction analysis to discover how far they were satisfied with the NGO’s services. The 2011 March Education UK Exhibition conducted by the British Council Taipei, an international cultural relations organisation aiming to create educational opportunities between Taiwan and the United Kingdom, was chosen for the case study. The findings reveal the following: firstly, the visitor profiles predominantly met the criteria of the NGO; secondly, the various marketing communication tools (outdoor advertisements, internet and word-of-mouth channels) were differentially effective according to the ages of the target audiences; thirdly, regarding audience satisfaction, the majority of visitors were content with the information, services and overall planning of the exhibition, but some areas need to be improved, such as the flow of the exhibition venue, the amount of information about British culture and the content of the event website 'EDUKEX'.
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