網際空間豐富及轉化人們多樣且交錯的關係,讓更多人可以在不同的空間連結,大規模的溝通、互動,更深入的參與,於是虛擬社群的興起。由於無時、空的限制,虛擬社群上網盡情享受著資訊衝浪的樂趣,也引領出網路事業快速的成長,網路公司一時蔚為天之驕子,然而自2000年的四月份美國網路與科技股慘跌後,網路事業的發展蒙上泡沫化的陰影,造成網路公司集資的困難,因此;引發本研究以「非營利組織的行銷觀點與資源」來探討虛擬社群資源的動機。實際上,網際網路上的虛擬社群經營正如同非營利組織針對特定的對象提供特定的服務,不一定以經濟利益為前提,本研究透過文獻整理及個案之深入訪談與次級資料分析,要辨別非營利組織與虛擬社群的經營模式與收入來源的特性,嘗試尋找二者之間的關聯性,並推出相關的觀念性模型,試圖對網路環境,提供另一種思維,進而開創另類網路的收入來源。 本研究透過「觀念性模型」之建立,與個案研究比較後,二大研究結論主要下: 一、非營利組織的經營模式可應用在虛擬社群經營上: 從個案比較探討的結果,虛擬社群經營上,因「資源提供者」、「虛擬社群經營者」與「服務的特定對象」三者之間互動關係,亦會產生與非營利組織模式之「提供」、「可靠」、「服務」、「認同」、「回饋」、「認知」等六種類似情境的三大運作循環。 二、虛擬社群經營與非營利組織的行銷觀點,由於行銷運作方式有下列的不同,而產生了資源的差異性: 1、「組織(非營利組織、虛擬社群經營)」、「資源」及「服務特定對象」的運作方式。 2、舉辦「各種活動」所觸動情境的運用方式。 3、服務運作的「主動」與「被動」的型態。 4、組織的成員經過編訓與專業服務能力提昇。 5、租稅減免的獎勵措施的應用。 6、會員費收入的規劃。
Due to the bloom of Internet, user surf Internet enjoyably. They are easy to search and compare many website, getting the information usefulness, content fullness and chatting with many people. The Internet combines these elements if it’s done properly. That’s the cause of building a well-run Virtual Community. Because of the populace of using Internet is getting increased, enterprises that want to strive for the business opportunities are eager to have the construction of website. In recently, the burst of Internet bubble is now a deadly threat to all the Internet business. A critical challenge to investor defies previous rules of investment strategies on Internet business. Being observed Nonprofits Organizations and Virtual Community, both of them have similar management in service. Nonprofits Organizations sustain growth and promote their service to everywhere in the world. Therefore, an attempt is made to clarify the factors that promote Virtual Community resource. Comparing to Nonprofits Organizations and Virtual Community on the management and marketing strategies, identify the inimitability, approximately, durability of every source to attain the Virtual Community long-lasting advantages. Through literature reviews, secondary data analysis and interviews with manager in Internet business, qualitative data were gathered and classified by factors. Results fully shows that both of them have same behavior “to service”, generated a relationship model. Besides, the conclusion of this article also gives researchers the reference of the construction of “the resource of service on the internet” explanation model.