本論文探討倡議型非營利組織之策略發展,以中華民國公教軍警暨退休人員聯合總會為個案,由於近年非營利組織的興起,公教軍警暨退休人員聯合總會團體對社會影響甚大,其策略發展更值得重視,因而有必要探討。 探討的內容為:公教軍警總會成立之原因,以及其策略發展,分別從:環境、議題、組織、倡議策略、倡議策略之擬定、執行、績效、評估等分析之。 研究方法上採用文獻分析法與深度訪談法,共訪問中華民國公教軍警暨退休人員聯合總會重要核心幹部9人。發現維護權益方面低調進行、策略活動執行被動、倡議策略之執行深受新傳播媒體的影響、發揮效益的倡議策略不多、倡議策略之影響力持續不久 、缺乏專業幕僚人才、倡議策略鮮少提出具體工作計畫、品牌知名度行銷不足。 本論文之結論認為:倡議型非營利組織的策略發展在當前社會應加強資訊策略:建構與年輕族群互動的網路平台;加強傳播策略:建構與媒體友善關係;加強日常行動策略:隨著組織規模增長,其使命和品牌行銷也必須隨之成長。
This thesis examines the strategic development of Non-profit organization, and takes the Confederation for officers, Educators and Their Retirees as a case study. The purpose of the thesis is to discuss the establishment of the Confederation as well as its strategic development with the analysis of environment, issues, organization, advocative strategies, and its initiative, execution, performance and evaluation. The research methods used in this thesis are literature review and depth interview with 9 cadres of the Confederation. The finding are low-key attitude in safeguarding their interests, passive activities, less use of new-media, less performance, less strategic plan and less marketing. The thesis concludes: strategic development of NPOs should be strengthened on the current social information strategy: 1. construct web platform with youngists, 2.strengthen communication strategy, 3. construct a friendly relationship with the media, and 4. strengthen routine action.