- 學位論文
社會福利機構網站首頁運用網路行銷現況之探究
Research on The Homepages of Social Welfare Agencies' Homepages Uses the Internet Marketing
摘要
面臨如此變化快速的網路環境及更多元的消費者，社福機構如何透過網路推廣組織提升競爭力，便是其致勝的關鍵。隨著網路的日漸普及化，因著其高互動、即時性、無限延伸、個人化和成本低廉的特性，克服了社福機構行銷的困境，亦是社福機構改善對外溝通成效的一大契機。因此，本研究採內容分析法，以國內「台灣300家之主要基金會名錄2005年版」中之社會福利機構為主，作為本文研究樣本，透過首頁資訊內容的分析，了解網站首頁所呈現之「行銷訊息」、「互動性功能」及「目標群眾」的現況。 根據研究調查，社會福利機構架設網站的比例達近七成的比例，可以顯示出社福機構皆在短時間內快速的成長架構起自己機構的網站，但本研究發現目前社會福利機構網站並，沒有任何一個首頁具備完整的行銷訊息，網站發展亦在起步的階段。除此之外，研究發現社福機構網站互動性功能發展有限。然而，大多數網站所針對的目標對象主要是以「捐贈者」與「一般大眾」為主，但仍有少數的機構具備完整的行銷訊息、互動性功能和較多元的目標群眾。 未來，機構運用資訊科技及網際網路已經是必然的趨勢，所以社會福利機構網站的設置，必須先建立使用者對社會福利機構的信任，並界定出會瀏覽機構網站的對象，再者網站的內容、網頁的設計及編排也是一大重點，同時網站的存在不應只是著重在吸引更多捐款或資源，更重要的是要注意到網路蘊藏的潛力，有成千上萬的人會透過網路接觸機構的機會。因此，網站首頁的訊息內容應該與機構的使命宗旨有關，才能夠呈現一致性。然而，良好的行銷效果，還必須要搭配人員、DM等的其他行銷策略，配合宣傳及推廣的動作，並適時的更新網路上的資訊，尤其是與機構本身有關的訊息，如此一來才能透過網站讓發揮網路行銷的效果使其加倍，讓社會福利機構更能落實組織的服務宗旨及使命。
並列摘要
Facing the rapid changes in the network world and the great diversity of its customers, the ways how the social welfare agencies popularize their organizations in order to promote their competitiveness become the clincher. With the prevalence of networking, each of its specific characteristic, such as the real-time system, helps overcome the predicament of the social welfare marketing. Thus, the purpose of this study is to examine and identify how social welfare agencies represent marketing communication activities, interactive functions and the targets audiences addressed on the homepages. By the investigation, 70% of social welfare agencies have erected their own website. It shows those agencies can erect their own website in a short time. But none of those homepage has a clear marketing communication activity and the development of that website is still in the early beginning. Besides these, the development of interactive functions is restricted. However most information on the homepages are provided with contributors and the mass populations. But there is still few social welfare agencies which has complete marketing communication activities, interactive functions and the targets audiences. In the future, it’s a current trend that agencies will make use of information and world wide website. So before setting the websites, we have to make users have confidence in social welfare organizations and demarcate the mass who will explore the website. In the other side the content of the website and the design and formation of the homepage is also very important. Meanwhile, the existent of the website is not only for attracting more donations or resources. It’s more important to make use of the internet and let more people get contact with organizations. So the information on the homepage should relate to the purpose of organization. However a superior marketing should be combined with other tactic, such as effective advertisement and spread. So we can make better internet marketing and reach the purpose and object of giving service to people.