非營利組織社會行銷之研究：以怡仁愛心基金會為例

A Study of Non-Profit Social Marketing Organization: through an Example of Yi Ren Charity Foundation

彭莉伊(Li-Yi Peng)

指導教授 ： 謝登旺

元智大學/人文社會學院/社會暨政策科學學系/碩士(2012年)

摘要

自從解嚴之後，台灣地區伴隨著政治民主化與社會多元化的腳步，民間社會力勃然興發，非營利組織如雨後春筍般地成立，社會上扮演角色亦發重要。為滿足需求與發展，非營利組織更需藉著營利組織之管理及行銷的觀念並善加運作，並以有效的行銷策略使能充分達成組織的使命，這已成為每個機構思考其生存發展、實務運作時的重要課題。

本文以怡仁愛心基金會為研究個案，首先針對非營利組織、非營利組織行銷及社會行銷等相關文獻與概念進行介紹，並就怡仁愛心基金會歷史沿革、組織架構、行銷策略等方面進行探討，續透過SWOT 分析作為分析組織之工具，瞭解研究對象之優、缺點以及在社會環境中發展機會與潛在威脅，輔以5p行銷組合做為分析依據，最終總結兩階段分析所得資料，建構出研究對象行銷策略，同時提出研究發現與建議，希冀有助於提供非營利組織社會行銷方向與策略之參考。

關鍵字

非營利組織 ； 基金會 ； 社會行銷 ； SWOT

並列摘要

Since the lifting of martial law, Taiwan, along with political and social diversity of the pace of democratization, civil society force excitedly Hing Fat, non-profit organizations such as the mushrooming established, the community also made an important role to play. To meet the needs and development, non-profit organizations through for-profit organization to be more management and marketing concepts and make the best operation, and an effective marketing strategy to fully achieve the organization's mission, which has become the thinking of their survival and development of each agency and practical operation of important issues.

In this paper, Yi Ren Charity Foundation as a case study, the first for-profit organizations, non-profit organizations and other related marketing and social marketing literature and concepts are introduced, and Yi-jen Love Foundation on the history, organizational structure, marketing strategies and other aspects study, continued through a SWOT analysis as an analytical tool for organization, to understand the object of study of the advantages and disadvantages as well as development opportunities in the social environment and the potential threat, combined with 5p marketing mix as the basis for analysis, two-stage analysis of the final summary of the information available to construct a study of marketing strategies, and proposed findings and recommendations, hoping to help non-profit organization providing marketing direction and strategy of social reference.

並列關鍵字

Non-Profit Organizations ； Foundations ； Social Marketing ； SWOT

參考文獻

司徒達賢（1999）。《非營利組織的經營管理》，台北：學復。

喜馬拉雅研究發展基金會所(1997)。《基金會在台灣》。台北：中華徵信所。

喜馬拉雅研究發展基金會(2001)。《台灣300家主要基金會》。台北：喜瑪拉雅

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