非營利組織的社會行銷--檢視Kotler的社會行銷模型

Social Marketing in NPO：Reviewing Kotler's Sociel Marketing Model

王斯音(Szu-Yin Wang)

指導教授 ： 陳金貴

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2009年)

摘要

非營利組織於現今社會上佔有重要的地位，它可以提供政府或企業所不願提供的服務，非營利
組織 除提供服務之外，也宣導理念，企圖改變人們的行為，從管理學及行銷學的觀點出發，一些
較著名的基金會及其推行的活動，他們之所以能夠較出色，在其組織的策略運用上及行銷手法上，
一定有其優點，本研究選擇董氏基金會以及消費者文教基金會為本研究之主體，希冀深入探討其將
理念傳達於社會大眾之社會行銷運作過程，並嘗試藉由Kotler提出的社會行銷策略的分析架構，
解析行銷活動的計畫與執行過程，由於Kotler所提出的社會行銷策略架構為目前最完善之架構，
故本研究以此為基礎，做深入的探討。本文的研究方法，在理論層面藉由文獻分析法蒐集資料而後整
整理，在實務方面以個案研究及深入訪談的方式輔以次級資料的分析。
本研究分析董氏基金會與消基會的社會行銷套入至Kotler的社會行銷模型情況，以及比較菸
害防制法與消保法施行後，董氏基金會的業務推展有無改變。Kotler的社會行銷模型的探討分別是
分析社會行銷環境、分析目標對象及競爭者、分析社會行銷策略、分析社會行銷計畫管理，另外在
增加了菸害防制法、消保法通過及施行後，基金會的改變。
最後，在研究結果的部份探討基金會行銷成功的因素，並認為Kotler的社會行銷架構可做為
我國非營利組織推行社會行銷的操作步驟，尤其是倡議型非營利組織的適用。另外在社會行銷策略
中Kotler提出的4P策略中，經由研究發現可擴張為6P，即增加了熱情(Passion)、公共關係
(Public Relationship)，本研究藉由深度訪談分析瞭解到董氏基金會與消基會在其所欲推動的法
律施行後，並未改變他們原本所欲推廣的事物，也未改變他們原本的業務範圍，雖然法律已通過並施
施行，但往後在立法的部份董氏基金會以及消基會仍然繼續推動法條必須修改的部份，而即使法律
已開始施行，另外一個更重要的事情是，基金會的使命並非就此告一段落，其仍然繼續監督法律是
否落實。

關鍵字

非營利組織 ； 社會行銷

並列摘要

NPO occupy an important status in current society, it can provide the services which government or enterprise does not serve, in addition to giving services, the NPO also publicize idea, try to change behavior of people from the concepts of management Science and marketing, the reason why some outstanding activities that promoted by famous foundations, is that there are some advantages of strategy performing and marketing technique are using by that organization, CONSUMERS' FOUNDATION and The John Tung Foundation are chosen for the body of my research, and hope to aim to discuss the cooperate process of social marketing of social society, try to analyze the marketing activities of the process of planning and executing by the social marketing strategy analyzing frame of Kolter, because the social marketing strategy analyzing frame is faultless by now, my research was based on it for further discussing. The research way of this paper: 1.The level of theory was coordinated after references analyzing and collecting. 2.The level of practical case study is in-depth surveys with interviews also auxiliary with analyzing of secondary data.
My research analysis the social marketing of CONSUMERS' FOUNDATION and The John Tung Foundation applying with social marketing model of Kotler, also compare with if there is any change for The John Tung Foundation’s business promote after the implementation of Tobacco Hazard Control Act and Consumer Protection Law , The Kotler’s social marketing model discuss in following parts: Analyzing social marketing environment、Analyzing the targets and competitors、Analyzing social marketing strategy、Analyzing social marketing management; Additional the shift of foundations after the implementation and approved of Tobacco Hazard Control Act and Consumer Protection Law.
Finally, in discussing the factors of success to foundations, the result shows that it can use social marketing model in Taiwans NPO for promoting social marketing by the steps of operate, especially fit to initiative NPO. Besides in the social marketing strategy 4P strategies presented by Kotler, through researching we discoveried it can expended by 6P, adding Passion、Public Relationship. We also can understand that CONSUMERS' FOUNDATION and The John Tung Foundation did not change the things they want to get promote in their business region after the implementation of Tobacco Hazard Control Act and Consumer Protection Law, by using in-depth surveys with interviews in this research. Although the bill have adopted and implemented, in the future CONSUMERS' FOUNDATION and The John Tung Foundation still get promote to modify of the law in legislation section, even this bill is under implementation, the responsibility of foundations still exists, and continuing supervising the bill is implemented or not.

並列關鍵字

non profit organization ； social marketing

參考文獻

喜瑪拉雅基金會，1997，《基金會在台灣》。台北：喜瑪拉雅研究發展基金會 。

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