非營利動物保護組織品牌故事之初探

Brand Story of Non-profit Animal Protection Organization-An Exploratory Analysis

邱慧仙(Hui-Hsien Chiu)

《2009服務業行銷研討會論文集》 2009年 (2009/05) Pp. 876-892

https://doi.org/10.30090/service.200905.0876

摘要

近年流浪動物議題備受關注，民間動保組織透過各種媒體企圖將組織倡導之訴求傳播出去；於此同時，業界與學界開始關切以「說故事」方式作爲行銷溝通策略，以求與同性質組織產生區隔，爭取更多資源，或者以此爲議題進行學術研究。
有鑒於品牌故事之探討於台灣非營利組織之應用至目前仍付之闕如，本研究以非營利動保組織（照顧生命協會）爲研究對象，以訪談內容及協會部落格文章爲文本，對其品牌敘事進行初探性分析，透過故事結構中呈現出之「角色」、「訊息」、「衝突」與「情節」，探析動保團體之理念及遭遇之窒礙，除供民眾對動保組織達更深層之認識外，亦爲未來研究提供基礎參考框架，將品牌敘事之概念普遍延伸至非營利組織之行銷研究。

關鍵字

非營利組織 ； 故事行銷 ； 品牌敘事 ； 動物保護組織

並列摘要

The stray animal problem is an emerging issue in Taiwan recently. Animal protection groups usually disseminate their ideals and goals through different medium. At the same time, ”story telling” becomes a rising marketing strategy for industries and a new research topic for academic field, in order to create differences among similar organizations and to obtain more resources.
There is still no relevant research dealing with brand story of non-profit organizations. So this article tries to analyze the brand narrative of ”Taiwan Life Caring and Animal Rescue Organization”, to discover the ”characters”, ”messages”, ”conflicts” and ”plots” in it's brand story structure. Through the analysis, we can deeply understand the animal protection organizations of their ideals or the difficulties they face. Besides, this research provides basic reference for further studies which focus on brand story of non-profit organizations.

並列關鍵字

Non-profit Organization ； Story Marketing ； Brand Narrative ； Animal Protection Organization