社區輔導機構諮商服務行銷公關策略運作之研究

本研究旨在探討社區輔導機構如何運用行銷公關策略推展諮商服務，包含社區輔導機構執行行銷公關策略的現況、社區輔導機構在傳遞諮商服務時所面臨的困境，以及運用行銷公關策略推展諮商服務的影響性。本研究採取質性研究中的深度訪談法蒐集資料，依據研究目的選取四間社區輔導機構，共訪談四位機構內部工作人員。研究結果發現如下：一、社區輔導機構行銷公關策略的執行現況包含下列三項情況：組織因素影響策略執行、以執行機構目的為主的行銷方式、運用不同模式進行行銷策略。二、社區輔導機構在傳遞諮商服務時所面臨的困境包含：人力運用、行銷認知態度、消費者態度等三項。三、社區輔導機構行銷公關策略的執行對於諮商服務有三項影響情況，分別受到組織內部因素、業務內容性質、諮商服務性質等三部份的影響。最後，研究者根據研究結果加以討論，並根據此研究結果提供建議以作為社區輔導機構、助人工作者、相關行銷工作人員及未來研究者之參考依據。

關鍵字

諮商服務；社區輔導機構；行銷公關

並列摘要

The purpose of this study was to probe into the community mental health institution how to using public relations marketing tactics on counseling services. Issues including the content of institution’s public relations marketing, difficulties that institution’s afford counseling services and the influences of public relations marketing to provide counseling services. This research used the qualitative depth interview method to collect information and totally interviewed 4 community mental health institutions’ workers. The results were found and summarized as follows: 1. The content of institution’s public relations marketing include three situations, including the organization frame effect public relations marketing tactics, marketing tactics’ purpose of administer institution’s object and using different ways to marketing. 2. Difficulties that institution’s afford counseling services include human resources, marketing cognitive and consumer attitude. 3. The influences of public relations marketing to provide counseling services include organization frame, transaction and counseling character. Finally, based on the above research findings, suggestions were proposed as a reference for other community mental health institution, counselor, marketing professional workers, and follow-up studies.