| 摘要: | 資訊化浪潮的興起，顛覆了政府與企業傳統的經營運作模式，資訊化已經成為企業全球在地化最有效的途徑。然而一般人對行銷的認知，通常認為行銷就是為了營利，但非營利組織若期待有效的傳達宗旨與達成使命，善用行銷方式即為不可獲缺的手段。資訊科技為全世界帶來很多便利與好處，從非營利組織的角度看，資訊科技徹底改變了非營利組織以往的工作方式，也引進了嶄新的運作模式。在非營利組織蓬勃發展的現代社會中，如何適當運用事件、議題或活動的行銷來提升組織能見度，並獲取資源，已經成為每個非營利組織團體思考的重要課題。
本研究主要針對資訊化對於非營利組織運用在行銷活動上的影響，以佛光山文教基金會為研究對象，該個案在國內宗教型非營利組織界中有舉足輕重的代表性，然而即便資訊化擁有一定的影響力，以佛光山文教基金會而言，有限的經費預算及組織成員，要建立獨立的資訊部門或培養專業的人才處理資訊化工作，意味著必須影響其它工作的預算及人力。額外的資訊化投資及專業技術門檻，成為目前基金會在從事資訊化行銷工作上所面臨的最大挑戰與困難此為本研究主要探討與建議的部份。
The rise of Informatisation has largely changed the way government and enter-prises used to operate. Informatisation has become the most effective way for enter-prises to practice glocalization. Although marketing is often considered one of the strategies for people looking to generate profits，non-profit organizations cannot achieve their missions without taking advantage of marketing. Informatisation brings a lot of convenience and benefits to the world. From a non-profit organization’s point of view, Informatisation has thoroughly altered their old working model and brought a new op-erating model to them. Non-profit organizations in modern societies are very active and vibrant. Therefore, the appropriate use of events, social issues or marketing activities to enhance organizational visibility and access to resources, has become an important matter for each non-profit organizations.
This study focuses on the effect and results that Informatisation is being used in marketing activities by non-profit organizations and takes the Fo Guang Shan Founda-tion for Buddhist Culture & Education as an example. Fo Guang Shan has been playing an important role concerning religious non-profit organizations in Taiwan. With a lim-ited budget and employees, Fo Guang Shan needs to work on budget and manpower in order to establish an IT department or to develop IT people during the process of Infor-matisation. Additional investment in Informatisation and the technical threshold become the main challenge and difficulty for Fo Guang Shan. The above issus will be addressed and discussed and also the recommendations reflecting those issues will be made in this paper. |
