非營利組織策略規劃與行銷傳播之探討－以希望基金會為例

本研究是探討非營利組織（Non-Profit Organizations; NPOs）的行銷傳播策略（Marketing CommunicationStrategy），並以「希望基金會」為個案做分析。希望基金會是由紀政女士所創辦，推廣「每日一萬步，健康有保固」的公益團體。在審視其願景（Vision）、使命（Mission）、目標（Objectives）、內/外在環境的強勢（Strength）、弱點（Weakness）、機會（Opportunity）、威脅（Threats）的SWOT分析，以及競爭環境與主策略（Main strategy）後，本研究特別就其行銷策略規劃（Strategy planning）與行銷組合（Marketing mix）做詳細診斷，包括：STP分析、4P（product, price, place, promotion）與品牌行銷手法，尤其是行銷傳播的部分，更以AIDA模式、效果層級模式與創新採用模式，核對其現行之具體行銷活動（包括組織代言吉祥物），找出缺失與不足之處予以補強，再為其產品提出順口溜廣告詞供其運用。未來可與政府推動的六大新興產業中的「文化創意」與「觀光旅遊」產業相結合，透過行動網路加強推廣（Promotion），使目標顧客或潛在顧客能從認知或情感階段，進入實質的行為階段；此一研究結果，可供其他非營利組織經營者參考。

關鍵字

非營利組織；行銷傳播策略；希望基金會

並列摘要

This study explored marketing communication strategies for a Non-profit Organization (NPO) and did a case study on The Hope Foundation in Taiwan. The Hope Foundation, a NPO promoting ＂walking ten thousand steps a day for everyone to ensure sound health,＂ was established by Chi Cheng who won the bronze medal in the women's 80-meter hurdles in the 1968 Summer Olympics. After applied SWOT analysis model to analyze the Foundation's Vison, Mission, Objectives, Strength, Weakness, Opportunity, and Threat, as well as its main strategy, ecosystem, and competitors, this study performed a detailed examination on its strategy planning, marketing mix, and brand marketing including STP analysis, 4P (product, price, place, promotion) method. Furthermore, AIDA model, Hierarchy-of-effects model, and Innovation Adoption model were applied to examine their current marketing activities in order to identify areas for improvement, and develop rhymed marketing pitches to enhance their marketing effects. This study result can be leveraged for other NPO's in Taiwan.