Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/131966


Title: 非營利組織運用社群媒體之社會行銷研究:以澳門推動青年公民參與策略為例
A Research on the use of social media by non-profit organizations in social marketing: Take the strategy of promoting Macao youth civic engagement as an example
Authors: 吳麗婷
Ng, Lai-Teng
Contributors: 黃葳威
吳麗婷
Ng, Lai-Teng
Keywords: 社會行銷
非營利組織
社群媒體
公民參與
澳門社團
social marketing
non-profit organizations
social media
civic engagement
Macao organizations
Date: 2020
Issue Date: 2020-09-02 13:20:21 (UTC+8)
Abstract: Kotler與Levy認為行銷可以使用在非營利組織的工作上,提出 「行銷概念的擴大化」,及後Kotler與Zaltman正式提出「使用行銷原則與技術推進社會事業、理想與行爲」的「社會行銷」的概念,成為了非營利組織進行宣導理念、改變人們行為及持續發展的必須具備的功能。
澳門非營利組織從葡萄牙殖民時期就蓬勃發展,直到現在每年有一定數量的組織成立,使得澳門有「社團社會」的稱號。過去非營利組織因為與殖民政府共享管治澳門的權力,奠定了非營利組織在澳門的重要性地位,可是澳門在回歸之後,特區政府嘗試轉型為服務型政府,非營利組織因此也要思考如何避免服務重疊及彌補不足。從葡殖時期到回歸初期,「政治冷感」的氛圍一直籠罩著澳門,學校、家庭難以承擔培養公民參與的責任。
公民參與作為民主社會健康發展的條件,一些非營利組織以此為使命,舉辦公民論壇或培訓計劃,或嘗試在社群媒體進行討論、動員,透過線上線下的方式增加民眾對社會事務的知悉及興趣,提高公民參與程度。
本研究選擇澳門中華學生聯合總會、新澳門學社以及澳門新中華青年協會為本研究之主體,透過深度訪談、社群媒體觀察探討他們推動青年公民參與的過程,並以Kotler 及其他學者提出的社會行銷策略進行分析,了解他們的社會行銷策略執行情況、面對問題及解決方式。
本研究經分析後得出的結論:非營利組織大多推動青年的政治性公民參與,社會行銷的成效受到青年對社會議題的涉入度、組織與政府、學校的關係影響,社群媒體的有效運用建立不同的公民參與培養機制、增加青年公民參與效能感,組織缺乏量化的目標及公民活動的回顧。
After Kotler and Levy proposed " Broaden the Concept of Marketing ", Kotler and Zaltman formally proposed "social marketing" which uses marketing principles and technologies to promote social undertakings. This concept has become a function for non-profit organizations to promote ideas, change people's behavior, and develop sustainably.
Macao non-profit organizations have flourished since the Portuguese colonial period. Until now, a certain number of organizations have been established each year. In the past, organizations shared the power to govern Macao with the colonial government. However, after Macau's Return to China, the SAR government tried to transform into a service-oriented government, so non-profit organizations must also think about how to avoid overlapping services and make up for deficiencies. From the Portuguese colonial period, "political coldness" has always enveloped Macau, and schools and families cannot promote civic engagement.
Civic engagement is important to develop a democratic society. Some non-profit organizations consider this as their mission to organize citizen forums or training programs, or try to discuss and mobilize on social media, they increase public awareness through online and offline methods.
In this study, General Association of Chinese Students of Macao, New Macau Association and Macao New China Youth Association were the main subjects of the study. Through in-depth interviews and social media observations, this study explored their process of promoting the youth’s civic engagement, understand their social marketing strategy implementation, facing problems and solutions.
The conclusion of this study after analysis: Most non-profit organizations promote political part of civic engagement. The effectiveness of social marketing is affected by the involvement of youth in social issues, the relationship between organization, government and school. Social media usage established two different civic engagement training mechanisms, and increase the effectiveness of youth. And the organizations lack quantitative goals and a review of civic activities.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464057
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464057
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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