非營利組織行銷策略之研究-以台北愛樂文教基金會為例

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Title:	非營利組織行銷策略之研究-以台北愛樂文教基金會為例 Marketing Strategies for Nonprofit Organizations - The Case Study of Taipei Philharmonic Foundation for Culture and Education
Authors:	宋育如 Sung, Yu-Ju
Contributors:	國際企業管理學系碩士在職專班
Keywords:	非營利組織非營利行銷行銷策略表演藝術 Non-Profit Organization Non-Profit marketing Marketing Strategies Performing Arts
Date:	2013-05
Issue Date:	2013-10-17 14:26:52 (UTC+8)
Abstract:	近年來，非營利組織之發展趨於成熟，而為了使組織得以穩定成長，行銷方式之運用越發受人重視，本研究以探討行銷運作模式對於非營利組織的重要性，以表演藝術類非營利組織「財團法人台北愛樂文教基金會｣(Taipei Philharmonic Foundation for Culture and Education)為單一研究對象。本研究以「行銷組合4Ps」為理論基礎，藉由質性研究的深入訪談及文獻探討分析非營利組織之行銷策略，並給予台北愛樂文教基金會及其他非營利組織建議有二，(1)尋求企業及政府合作(2)促進非營利組織策略聯盟；並針對政府及企業提出建議有四，(1)提昇國民藝文素養(2)縮短城鄉藝文差距(3)確實把關補助團體(4)與非營利組織互助成長。台北愛樂文教基金會倘若能在國內音樂市場競爭的環境中，將票房與活動品牌形象兼顧，了解市場與產業趨勢，進而得以集中觀眾消費或聆聽的意願，必能持續在良性的發展條件下推廣音樂活動、提升國內音樂普及化，嘉惠國內民間古典音樂社群，打造優質文藝社會。 Recently, marketing strategies have been used widely over all Non-Profit Organi-zation, keeping them grow steadily. In other words, marketing strategies have great im-pact on the development of Non-Profit Organization. In this research, we take the Taipei Philharmonic Foundation for Culture and Edu-cation (TPFCE) as our case study and marketing mix as the research tool to see how the TPFCE can make more audiences enjoy the performance and build up its brand image at the same time. In addition, by in-depth interviews and document reviews, we also put forward following suggestions to Non-Profit Organizations: 1.Seeking for the cooperations with government or corporations; 2.Forming strategic alliances to strengthen their resources. On the other hand, government and corporations should make efforts to 1.Promoting more art activities to the society; 2.Motivating more art activities into the rural areas, helping the local residences have chances to appreciate the beauty of arts; 3.Scrutizing the subsidies to the beneficiary groups.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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