非營利組織行銷倫理之研究－以社會福利型組織為例

本研究以社會福利型非營利組織目前行銷概況及在面對倫理議題所做出的因應方式且從中發現其利弊得失，最後針對研究的發現提出有助於行銷的建議。研究者利用深度訪談方式蒐集研究資料，共訪談七位擔任相關職務之工作人員。　　研究發現：(一)組織位處區域有行銷行為方式的落差、(二)透過行銷創造及提升市場競爭力、(三)公關行銷人力編制日漸獲得重視與聘用、(四)行銷行為常因執行模式差異影響成效、(五)「新媒體行銷模式」成了組織行銷行為的金鑰、(六)透過故事引發共鳴，非營利組織擁有說故事的行銷模式、(七)兼顧保密原則與行銷行為共創最大效益、(八)建立危機管控機制將倫理議題轉換為行銷的契機。然而，本研究對於社福型非營利組織提出之建議如下： 1.社福型非營利組織行銷上的建議：(1)提煉出組織的優勢並善用創新行銷、(2)編列經費讓新媒體行銷成為組織有利工具、(3)導入新科技工具讓組織行銷工作更活絡、(4)支持同仁接受新知有助組織向前躍進。 2.管理者面對行銷及倫理議題上的建議：(1)集思廣益並肯定夥伴創意展現、(2)擔任行銷與社會工作倫理困境橋樑、(3)訂定行銷工作流程有助運作與因應。 3.行銷工作者在執行上的建議：(1)在創新之前先熟練傳統的行銷模式、(2)充實本職學能吸收新知拓展行銷技能、(3)滾動式調整行銷方案以創造高度效益。　　此外，研究者亦就後續研究建議能針對行銷事件討論或許能產生不同的結果；且可從不同經驗中，探討更多行銷行為下所產生的因應策略。

關鍵字

非營利組織；行銷；倫理

並列摘要

This research mainly focuses on the ethical conduct of social welfare non-profit organizations which are facing now in marketing. While facing ethical issues, we use many methods in response to different situations result in pros and cons to provide marketing suggestions. 　　The researcher interviewed seven people who work in the relative field using depth interviews method to collect research data. The results were as follow: 1.There are gaps in marketing behavior among regions. 2.Through marketing creates and increase the market competitiveness. 3.Manpower management of public relations and marketing gradually grow the importance. 4.Result of marketing will differ depending on the steps they take. 5.“New media marketing” becomes the main marketing trend. 6.Using stories to catch attention can be another useful marketing weapon for nonprofit organizations. 7.Combining confidentiality and marketing will create the maximum benefit. 8.Establishing crisis control programs is able to turn ethical issues into marketing opportunities. 　　However, the suggestions to social welfare nonprofit organizations from this research are the following: 　　First, in organizational management: 1.To develop advantage of the organization to apply in innovative marketing. 2.To budget for new media marketing. 3.Bring in new technology tool to elevate marketing activities. 4.To educate employees structurally which can improve marketing abilities. 　　Second, in managers facing marketing and ethical issues: 1.To brainstorm and accept broad and progressive thinking. 2.To act as a bridge between marketing and social work ethics. 3.To establish marketing processes. 　　Third, in the execution of marketing employees: 1.To master traditional marketing prior to the innovation; 2.To actively learn and develop marketing skills; 3.To progressively adjust marketing plans. 　　Thus, if any researchers were to continue on this subject, I would suggest that to focus on marketing activities and discuss in different expertise and experience to develop new marketing methods.