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  • 學位論文

台灣非營利組織執行社會行銷之模型探討

Social Marketing in The Taiwanese NPOs

指導教授 : 王如鈺 丁姵元

摘要


本研究的主要目的在於,透過學術探討與實務的觀察,歸納出一個可以協助非營利組織執行社會行銷的策略架構。由於,近年來公民意識抬頭,有越來越多社會議題開始被重視,同時,非營利性的社會組織與團體也紛紛建立。然而,環境改變帶來許多衝擊,影響了非營利組織策略的執行,甚至是威脅到組織的生存。 因此,非營利組織也開始重視行銷技巧的使用,透過學術的探討,本研究歸納過去學術觀點,並經由質性研究的深入訪談法,訪談17個單位的非營利組織與專業人士,將實務上的經驗與學術的看法結合,修正學術架構,其中包含環境分析、目標族群分析、行銷使命、服務業行銷組合7Ps規劃、執行過程、回饋與評估等六大步驟。 本研究發現,相較於過去社會行銷策略中使用的4Ps規劃,「服務業行銷組合7Ps規劃」更能適用於非營利組織。因為非營利組織也屬服務業的一環,因此也擁有類似服務業的特殊性質。所以,在目前實務中發現,除傳統行銷組合4Ps外,額外3Ps─實體環境、人員、流程,也漸漸在較具規模的非營利組織的策略中呈現。因此,本研究發現7Ps規劃不但能與社會行銷策略架構結合,更能凸顯非營利組織的服務業特質,並協助經營者解決策略困境。 此外,本研究也在實務中證實過去學術提出的「顧客導向觀點」,並看見非營利組織近年來越來越重視「網路行銷媒介」的使用,尤其是Facebook平台的經營。再者,在未來非營利領域的經營方向來看,「使用者收費」或「第三方付費」的觀念也開始廣為社會行銷的策略中採用,也逐漸影響非營利組織的經營觀念。本研究認為這些現況皆為目前台灣非營利組織經營的重點,以及未來發展的重要趨勢。

並列摘要


The purpose of this paper is to induce a social marketing framework through the academic researches and present practice perspectives. Because of the rise of civic consciousness and the awareness of social issue, more and more non-profit organizations and social groups is being built at the same time. However, the impact of environmental changes influences the strategies of non-profit organizations, and even threats the survival of non-profit organizations. Therefore, the usage of marketing skills has grown in popularity as well as the academic field. Within the academic researches, this paper induces the different views of the past researches and uses the qualitative method to interview 16 non-profit organizations and 1 professional. Then with the combining of practical experiences and academic perspectives fixes the past academic framework, and deduces a new social marketing implemented framework. It includes 6 parts, which respectively are environmental analysis, target audience analysis, marketing mission, service marketing planning mix 7Ps, implemental process, and evaluation and feedback. In contrast with the usage of traditional marketing mix 4Ps within the past social marketing framework, “the service marketing mix 7Ps” is more suitable for non-profit organizations. Because the non-profit organizations are belonged to one kinds of service industry, they have the similar traits of industry. Therefore, except for the 4Ps planning program, the implementation of the additional 3Ps of service marketing mix 7Ps ─ physical evident, people, process begins obviously in bigger non-profit organizations. So, the finding of this paper is that the 7Ps planning not only can be combined with social marketing framework but also highlight the features of service industry and help the decision maker to solve the problems. Otherwise, this paper also proves “customer-oriented” view in the social marketing, and sees the importance of “the internet marketing media”, especially the use of Facebook. Moreover, in the vision of the operation of non-profit organization field, the concepts of “User fees” or “third party pays” has been more and more emphasized and implemented. It also influences the operated thinking in non-profit organization. This paper thinks that these views are the important operated points and the developed trend of future.

參考文獻


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被引用紀錄


林瓊華(2016)。八年級員工之領導與管理模式研究〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201600466

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