非營利組織的轉型策略之研究：以社會行銷和價值鏈的觀點

就整個社會發展而言，非營利組織具有多項社會公益的功能，是現代社會不容或缺的組織。然而，當非營利組織面臨環境變遷的挑戰時，組織轉型就成為其必要的選項。本研究以社會行銷和價值鏈做為理論架構，以高雄市某慈善協會為分析對象，藉以探討非營利組織的轉型策略。本研究採用質性研究法，研究資料來自該協會 3 位理事與 5 位會員的深度訪談與作者的參與觀察。結果顯示：非營利組織之所以有轉型的必要性，主要來自於組織目標模糊、外部環境變遷、缺乏專業人員和服務個案缺乏計畫性等因素。在轉型歷程方面，本研究提出轉型的四階段模式，包括困境階段、溝通階段、試點階段和擴展階段。這四個階段在本研究個案中得到良好的執行成效，足以做為未來其他非營利組織轉型時的參考。

關鍵字

非營利組織；社會行銷；價值鏈；組織轉型；專案管理

並列摘要

As far as the development of society is concerned, non-profit organizations have many functions of social welfare, and they are indispensable organizations in modern society. However, when non-profit organizations encounter the challenge of environmental change, organizational transformation becomes a necessary option. This study uses social marketing and value chain as the theoretical framework to explore the transformation strategy of non-profit organizations, with a charity association in Kaohsiung as the analysis object. This study used a qualitative research method. The research data was obtained from in-depth interviews with the association of three directors and five members, and the author's participation observation. The results show that the non-profit organization's necessity of transformation mainly comes from the factors such as the ambiguity of organizational goals, changes in external environment, lack of professionalism and lack of planning of service cases. In terms of the transformation process, this study proposes a four-stage model of transformation, including the dilemma phase, the communication phase, the pilot phase, and the expansion phase. These four stages have achieved good results in this research case, and the results are sufficient as a reference for the transformation of other non-profit organizations in the future.