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請使用永久網址來引用或連結此文件:
https://irlib.pccu.edu.tw/handle/987654321/23619
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| 題名: | 我國非營利組織公益行銷之研究—以財團法人雅文兒童聽語文教基金會為例 |
| 作者: | 謝雪君 |
| 貢獻者: | 國際企管管理研究所碩士在職專班 |
| 關鍵詞: | 公部門
public sector
非營利組織
NPO
公益行銷
Charity Marketing |
| 日期: | 2012 |
| 上傳時間: | 2012-11-01 11:58:31 (UTC+8) |
| 摘要: | 由於民主社會的多元需求，許多社會功能漸仰賴非營利組織，以彌補公部門(強調公益)功能和私部門(追求利潤)機能的不足與不週，加諸非營利組織績效管理出色，其角色、功能已與公、私部門三足鼎立，成為社會中堅力量，造就成熟公民社會。我國自1978年解嚴後，社會力量勃然興發，非營利組織如雨後春筍般湧現且發展迅速，近年來，因經濟不景氣致失業率增加，許多非營利組織賴以生存與發展之資源取得困難，亟待尋求突破。
又傳統觀念認為行銷是企業的需要，1970年後，行銷理論與實務始導入非營利組織；本研究發現，無論國內、外之非營利組織，面對有限資源分配及多元需求壓力，必須在眾多競爭者中，建立組織形象力與品牌力，凸顯訴求，爭取支持者提供足夠資源來實現使命；尤資訊時代，當充分應用整合性行銷觀念，講求管理績效，有效善用社會資源，方能肆應社會環境變遷，永續發展。
是以，本研究將審視整體環境變遷，以探討雅文基金會行銷策略為始，研析我國非營利組織公益行銷的現況，據以提出建議，提供政府及相關非營利組織參考，期能對其有所助益。
The modern democratic society has a wide variety of demands, and many public services that the public sector (focusing on public welfare) or private sec-tor (focusing on generating revenue) fail to provide are often given by non-profit organizations (NPOs). With NPOs’ exceptional management skills, they have gained a strong supporting role to the society along with the government and other private sectors, forming a matured civilized society. Since the lifting of the martial law in 1978, the forces in our society have been striving for better life, forming numerous NPO and continuing to grow. But due to the economy reces-sion and increase in unemployment rate, resources for sustaining and developing NPO have been scarce, forcing the NPOs to look for a breakthrough.
Traditionally, marketing has been regard as an essential part of a business. Since 1970, marketing theory and practices have been incorporated into NPOs. This study discovered that both domestic and oversea NPOs have to face the challenges of distributing scarce resources to multiple demands. To solve the problems, the NPOs must build up their organizational image and brand reputa-tion while emphasizing on their demands, hence winning the trust of the support-ers and obtaining resources from them to achieve the goals. Moreover, to adapt to the changes in the society and maintain sustainable development, the NPOs should incorporate the concepts of integrated marketing and performance man-agement to their operations to allow efficient use of social resources in the age of mass information.
Therefore, this study will examine the changes in the environment, and will use the marketing strategy of Ya-Wen Foundation as an example to analyze the current situation of the charity marketing of our nation’s NPOs. Through this study, recommendations will be provided to the government and NPOs, hoping to assist them in future development. |
| 顯示於類別: | [企業管理學系暨國際企業管理研究所] 博碩士論文
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