| 摘要: | 非營利組織與營利組織的經營目標有很大差異，在過去的舊觀念裡，往往認為行銷手法的介入將會破壞組織使命，因此早期談到「行銷」，實在很難為非營利組織管理者接受。然而近年來非營利組織蓬勃發展，各組織所訴求的議題不盡相同，如何讓議題廣受重視，許多非營利組織已把行銷的理論與技術，視為組織經營十分重要的一環。 「愛在台灣公益演唱會」是財團法人台灣公益組織教育基金會2007年6月2日於嘉義市立體育場舉辦之大型公益活動。以大型綜藝演唱會為號召的公益活動並不是空前絕後，本研究以「愛在台灣公益演唱會」為樣本實地參與觀察、詳實記錄其執行過程及行銷觀念、策略，在現有的行銷理論基礎上，與實務經驗相互對照。 首先從「愛在台灣公益演唱會」市場定位與市場區隔探討，接著分析定價及行銷通路，再觀察其媒體行銷、社會行銷做法兩大類行銷策略，本研究詳述其行銷概念及過程，試圖藉由非營利組織與行銷策略的探討，整理出兩者相互契合之處，以個案研究的方式，最後從社會、法制、組織等三個層面，綜整出若干研究發現與具體的建議，提供非營利組織的經營管理者，往後在從事行銷工作上的參考。
There is huge difference between non-profit organizations and for-profit organizations. In the old-fashioned idea, some argue that the intervention of marketing means will abolish the organizational mission. Therefore, when talking about word ＂marketing＂ in the early periods, most managers are hard to accept the concept. Nonetheless, the number of nonprofit organizations grows very rapidly nowadays, each of them appeals for not exactly the same issues, so how to integrate the marketing theory and techniques, and make this social issues to be taken seriously and widely, has now become one very important aspect of the entire organizational management, ＂Love in Taiwan Concert＂ mainly held by the Foundation of Taiwan Organization for Philanthropic Education (FTOPE) on June 2nd , 2007, in the Chiayi municipal stadium, was a very big charity activity event. It is already not news to call for a charity event by great concert style, this study decided to take “Love at Taiwan Philanthropic Singing Performance” for a sample to participate in, taking notes in details of its execution process and marketing ideas and strategy, and also contrasted the experiences of practices with the marketing theory in existence.First of all, this thesis discussed the market locus and segmentation of the ＂Love at Taiwan Philanthropic Singing Performance,＂ then analyzed the price and marketing channels. Moreover, this study also observed both its two kinds of mass media marketing and social marketing. This paper illustrated its marketing idea and process, trying to conclude their inter-connected points by case study method. To sum up, this thesis will finally provide its research result and specific suggestions from social, legal and organizational perspectives in order for the managers of nonprofit organizations to consult when working on marketing issues in the future. |
