網際網路的發明，改變了人們溝通的方式，同時也使得傳統行銷模式出現了革命性的改變。高效的互動平台、低廉的成本、不受時間的影響、沒有空間的限制，只要網路可以連線，就算在地極也能與世界接軌，網路科技可說是已完全影響世界的未來發展。因此，國內一些宗教型非營利組織也開始意識到這樣的未來，並且已開始投入人力、物力。本研究的目的在探討宗教型非營利組織運用新媒體行銷的現況以及運用與否之立場，以新媒體的特性與行銷策略的分析，具體呈現宗教型非營利組織目前對新媒體的運用狀況。
本研究以中華基督教新生命小組教會為研究個案，透過該教會全力推展「新媒體教會」期望能服務更多人的熱誠，並以此特性作市場區隔，鎖定校園為目標市場，如此確立其市場定位，而且對於教會來說，佈道就是行銷，提供契合需求的服務，善用有限的資源，以達成組織成立的宗旨與目標。本研究以深度訪談分析、相關文獻探討等方式，瞭解研究個案運用新媒體行銷、傳教之現行各種做法，另外透過個案內部及利害關係人員的訪談分析，以瞭解個案以外之宗教型非營利組織對於運用新媒體推展教義的看法與立場，經由實務相關資料與訪談結果，提出具體研究建議，期能協助國內宗教型非營利組織對於新媒體之認識，使新媒體運用於宗教之未來能夠更加多元。
本研究發現，透過新媒體的特性，打破傳統媒體受限的藩籬，的確可以實現教會的無牆理論。因生活數位化已是全球趨勢，所以宗教型非營利組織成員也逐漸開始使用例如：臉書、推特、LINE、YOUTUBE等新媒體工具做為行銷、推廣教義的傳播管道。
本研究同時也發現，新媒體仍有不足之處，雖然新媒體對教會的影響是存在的，且本研究之受訪者對於新媒體均同意該網路科技是能夠為教會所使用，但仍會因教會的人力、物力等資源不足與操作、應用的技術性問題，以及教會領袖本身的發展意向等因素形成限制。
The invention of the Internet has altered the way people communicate with each other. It has also caused radical changes in conventional marketing models. Having a high-performance interactive platform with low cost and resistance to temporal and spatial limitations, internet technologies enable connection across the world, making them a major factor that influences future global development. For this reason, several religious nonprofit organizations (NPOs) in Taiwan have become aware of such development trend and have begun investing in vital resources.
This study aims to explore the current status of religious NPOs that apply new media marketing models as well as their standpoint on such application. New media characteristics and market strategies were analyzed to present current new media applications made by religious NPOs.
In this research, a case study on the Chinese Christian New Life church was conducted. In order to serve more people, this Christian church actively promotes the concept of “new media church” and uses this in market segmentation to target schools and thereby affirm its market status. For Christian churches, a homily is a form of marketing which provides services that meet individual needs and ensure proper use of limited resources to achieve organizational visions and goals.
This study performed in-depth interview and literature review to ascertain how the Chinese Christian New Life church uses new media marketing and teaching practices. In addition, case insiders and stakeholders were interviewed to determine their viewpoints and standpoints toward other religious NPOs. Subsequently, concrete research recommendations were proposed based on relevant data and interview results, so as to increase the understanding of local religious NPOs of new media models and diversify new media applications in the context of religion.
This study found that overcoming the limitations of conventional media through the characteristics of new media applications can actualize the wall-less theory of Christian organizations. Since a digital lifestyle has become a global trend, members of religious NPOs have gradually started using new media tools such as Facebook, Twitter, LINE, and YouTube to market and promote their religious beliefs.
This study has also determined a shortage of new media tools. New media exerting influence on Christian churches is an inevitable fact and interviewees in the present study have all agreed that internet technologies are applicable to Christian churches. However, new media applications have remained limited due to factors such as shortage of resources, technical problems, and the development orientation of Christian church leaders.
