非營利組織事件行銷歷程促發合作夥伴歷程促發合作夥伴觀點轉化之研究—以社團法人台灣原聲教育協會為例

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非營利組織事件行銷歷程促發合作夥伴歷程促發合作夥伴觀點轉化之研究—以社團法人台灣原聲教育協會為例

A study on triggering Non-Profit Organization partners’ perspective transformation by the process of event marketing - A case study of Vox Nativa Taiwan

吳明榮 , Masters　　Advisor：高文彬　　

繁體中文

非營利組織；事件行銷；觀點轉化；看見台灣；台灣原聲教育協會；原聲；廣告； Non-profit organizations ； Event Marketing ； Perspective Transformation ； Beyond Beauty: Taiwan from Above ； Vox Nativa Taiwan ； Vox Native ； Advertisement

Abstract │ Reference (61) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The Vox Nativa Taiwan was founded in 2008. Since then, the organization has gone through several stages of development. It started with The Ta Chong Banks “Principal Ma’s choir” in 2010 and the documentary film“ Beyond Beauty: Taiwan from Above in 2013 and conclude with the invitation of the world-renowned Vienna Boys Choir to perform in Europe in 2015. The footage of Vox Nativa Taiwan holding the Taiwanese National Flag and singing our national anthem in Germany was enthusiastically shared across the world via social media. Through these 3 marketing events, I explore the perspective transformation process of cross-sector partnerships from an adult education point of view and the impact of event marketing in Vox Nativa Taiwan.
The purpose of this research is (1) to analyse the event marketing process of Vox Nativa Taiwan, (2) to understand the affect of event marketing on Vox Nativa Taiwan and its partners, and (3) to explore how the event marketing for Vox Nativa Taiwan brings about the perspective transformation in its closest Partners.The subjects were members and partners of Vox Nativa Taiwan.This study uses qualitative methodology from in-depth interviews to gather its information, supplemented by observational notes and further data analysis.
The study has discovered interviewees agreed that the popularity and visibility of Vox Nativa Taiwan has had a positive impact,It represents three stages of growth for Vox Nativa Taiwan. For the conversion of perspective transformation, We have summarized four periods: (1) Exploration Period(2)Inspired Period(3)Change Period(4)Action Period. That corresponds with 10 stages of the theory of perspective transformation by H. Mezirow. The process of perspective transformation of the core members and partners is pyramid-shaped. The perspective transformation process of the members affected each other and forming a team strength.
Finally, to make recommendations to non-profit organizations and partners based on the results of this study. When planning event marketing , it is crucial to stick to the purpose and vision of the organization as the events core value. To empower the team and create a successful event marketing, the core members must unite the internal and external consensus.

Reference ( 61 ) 〈TOP〉

許世雨(1999)，「非營利組織與公共行政」台北:智勝文化
連結：
徐子玉( 2009)。事件行銷滿意度與忠誠度之研究: 以天下雜誌"微笑台灣319鄉+"活動為例
連結：
孫秀蕙(1996)。解讀美容瘦身廣告─以閱聽人分析為主的個案探討
連結：
黃俊英(1995)。行銷研究概論。華泰書局。
連結：
張永誠，1991，事件行銷100。
連結：

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