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題名 非營利組織之社會行銷-以中華白絲帶關懷協會為例
A Research on Social Marketing of Non-Profit Organizations: Taking Cyber Angel’s Pick as an Example作者 黃品嘉
Huang, Pin Chia貢獻者 黃葳威
Huang, Wei Wei
黃品嘉
Huang, Pin Chia關鍵詞 社會行銷
非營利組織
Social Marketing
NPO
Non-profit organization日期 2016 上傳時間 3-Aug-2016 10:18:17 (UTC+8) 摘要 本研究的目的是探討Kotler的社會行銷理論如何應用於非營利組織的管理。 「中華白絲帶協會」被選擇為案例研究的樣本。為了達成這一研究的目的，深度訪談和自行設計的結構式問卷被用來收集數據，並針對質量數據進行了分析，探討中華白絲帶協會社會行銷的本質。研究結果發現，Kotler的社會行銷策略成功適用於中華白絲帶協會，且這項研究的結果可以被視為其他網路安全與兒童健康相關非營利組織採用Kotler的社會行銷策略時的參考依據。
The Purpose of this study was to explore how Kotler’s social marketing theory applies to the management of the non-profit organization. “Cyber Angel’s Pick” is selected as the sample for the case study. In order to fulfill the purpose of this study, in-depth interview and self-designed structured questionnaire were used to collect the data. Qualitative data were analyzed to explore the nature of social marketing of the Cyber Angel’s Pick. As the result of this study, Cyber Angel’s Pick has applied to the Kotler’s social marketing strategy successfully and the result of this study can be seen as a reference to the non-profit organizations relate to internet safety issues or children’s health when adopting the Kotler’s social marketing strategy.參考文獻 Andreasen, A. R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, San Francisco,CA: Jossey Bass.Andreasen, A. R. (2006). 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Social & Cultural Issues Using Crowdfunding Platform as Social Marketing Tool: flyingV in Taiwan. Ming Chuan University. Taipei City, Taiwan, ROC.Charles K. Atkin. (1981) Public Communication Campaigns ,California: Sage Publications.Chen, H.Y. (2014). Event Marketing for Nonprofit Organizations – Case study of the “Go Grandriders” Project Organized by HONDAO Senior Citizen’s Welfare Foundation. (Master’s thesis). Fu Jen Catholic University. New Taipei City, Taiwan, ROC.Chen, R. H. (2000)To examine the social marketing strategies of National Alliance for rescuing Chi-lan Formosan Cedar Forest in Rescue Chi-lan Formosan Cedar. (Master’s thesis). National Taiwan Normal University. Taipei City, Taiwan, ROC.Cheng,S.C. (1998). The study of the nonprofit organizations`` social marketing: the case study of the cooperation project between Citibank and United Way Association. (Master’s thesis).TungHai University. Taichung City, 3Taiwan, ROC.Chiang, M. M. (2009). 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London, ArnoldGao, P.Y. (2004). Social Marketing in Multicultural Context: A Case Study of Consumers Association of Penang, Malaysia. (Master’s thesis). Shih Hsin University. Taipei City, Taiwan, ROC.Hu, A.T. (2002). Concept of Dharma Drum Mountain Social Marketing Research. (Master’s thesis).National Cheng-Chi University. Taipei City, Taiwan, ROC.Huang, J. Y. (1995). Social Marketing Successful case in Taiwan. Taipei City, Taiwan, ROC: NSC.Huang, J. Y. (2009). The World of Marketing. Taipei City, Taiwan, ROC:Commonwealth Publishing. Huang, S.X., Song,X.L. (1989). Research on defining feature of non-profit organizations and the issue of taxation in Taiwan. Taipei City, Taiwan, ROC: Fiscal Information Agency, Ministry of Finance. Huang, W.W. (2014). Taiwan youths Internet community, intellectual property rights and personal digital privacy report. Taipei City, Taiwan, ROC: Cyber Angel’s Pick, NCCUHuang, X.F., Lu,W.S. (2006). Non-profit Organization Management. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
99461007資料來源 http://thesis.lib.nccu.edu.tw/record/#G0994610071 資料類型 thesis dc.contributor.advisor 黃葳威 zh_TW dc.contributor.advisor Huang, Wei Wei en_US dc.contributor.author (Authors) 黃品嘉 zh_TW dc.contributor.author (Authors) Huang, Pin Chia en_US dc.creator (作者) 黃品嘉 zh_TW dc.creator (作者) Huang, Pin Chia en_US dc.date (日期) 2016 en_US dc.date.accessioned 3-Aug-2016 10:18:17 (UTC+8) - dc.date.available 3-Aug-2016 10:18:17 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2016 10:18:17 (UTC+8) - dc.identifier (Other Identifiers) G0994610071 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99619 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 99461007 zh_TW dc.description.abstract (摘要) 本研究的目的是探討Kotler的社會行銷理論如何應用於非營利組織的管理。 「中華白絲帶協會」被選擇為案例研究的樣本。為了達成這一研究的目的，深度訪談和自行設計的結構式問卷被用來收集數據，並針對質量數據進行了分析，探討中華白絲帶協會社會行銷的本質。研究結果發現，Kotler的社會行銷策略成功適用於中華白絲帶協會，且這項研究的結果可以被視為其他網路安全與兒童健康相關非營利組織採用Kotler的社會行銷策略時的參考依據。 zh_TW dc.description.abstract (摘要) The Purpose of this study was to explore how Kotler’s social marketing theory applies to the management of the non-profit organization. “Cyber Angel’s Pick” is selected as the sample for the case study. In order to fulfill the purpose of this study, in-depth interview and self-designed structured questionnaire were used to collect the data. Qualitative data were analyzed to explore the nature of social marketing of the Cyber Angel’s Pick. As the result of this study, Cyber Angel’s Pick has applied to the Kotler’s social marketing strategy successfully and the result of this study can be seen as a reference to the non-profit organizations relate to internet safety issues or children’s health when adopting the Kotler’s social marketing strategy. en_US dc.description.tableofcontents CHARPTER 1 INTRODUCTION 11.1 Research Background 11-2 Research Purpose and Questions 41-3 Research Scope and Definition of Terms 51-3-1 Research Scope 51-3-2 Definition of Terms 5CHARPTER 2 LITERATURE REVIEW 82.1 Nonprofit organization theory literature 82.1.1 Origin of non-profit organizations 82.1.2Definition of Non-profit Organization 122.1.3Non-profit organizations types and characteristics 162.1.4 Role and Function of Non-profit Organizations 212-2 Social Marketing Theory 232-2-1 Origin of Social Marketing 232-2-2 Functions and Characteristics of Social Marketing 272-2-3 Strategy of Social Marketing 302-3 Non-profit Organizations Social Marketing 372-3-1 Challenges and difficulties faced by non-profit organizations 372-3-2 Non-Profit Organization Social Marketing Related Research 40CHAPTER 3 METHODOLOGY 483-1 Research Conceptual Framework 483-1-1 Research Process and Steps 503-2 Case study 513.3 Data Analysis 533.4 In-depth Interview 53CHAPTER 4 RESEARCH RESULTS 584.1 Cyber Angel’s Pick Background Introduction 584.2 Cyber Angel’s Pick`s Mission and Development 604-3 In-depth Interview Analysis 634.3.1 Social Marketing Environment 634.3.2 Target, Purpose and Competitors 684.3.3 Social Marketing Strategy 734-3-4 Social Marketing Project Management 78CHAPTER 5. CONCLUSION AND SUGGESTION 825.1 Research Conclusion 825.2 The success factors of Cyber Angel’s Pick 865.3 Recommendation 875.3.1 Recommendation for Cyber Angel’s Pick 885.3.2 Recommendations for social marketing in non-profit organizations relate to internet safety issues or children’s health. 895.3.3 Future work 90Reference 90 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0994610071 en_US dc.subject (關鍵詞) 社會行銷 zh_TW dc.subject (關鍵詞) 非營利組織 zh_TW dc.subject (關鍵詞) Social Marketing en_US dc.subject (關鍵詞) NPO en_US dc.subject (關鍵詞) Non-profit organization en_US dc.title (題名) 非營利組織之社會行銷-以中華白絲帶關懷協會為例 zh_TW dc.title (題名) A Research on Social Marketing of Non-Profit Organizations: Taking Cyber Angel’s Pick as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Andreasen, A. R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, San Francisco,CA: Jossey Bass.Andreasen, A. R. (2006). Social Marketing in the 21st Century, SAGE Publications.Andreasen, A. R.( 1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco: Jossey Bass.Anheier, H. K. & Seibel, W. (1990): The Third Sector: Comparative Studies of Nonprofit Organizations, Berlin/New York: Walter de Gruyter. Bloom, P. N. & Novelli, W. D.(1981). Problems and Challenges in Social Marketing. Journal of Marketing, Vol.45, No.2, pp.79-88Brinckerhoff, P.C. (2001). Nonprofit organizations marketing: Mission-Oriented. (Hsu, R.Y. Trans) aipei City, Taiwan, ROC: Yang-Chih Book Co., Ltd.Chang, W.Y. (2002). Discussion by the framework theory of social marketing messages strategy of nonprofit organizations─ take World Vision Taiwan "Hunger 30" activity newspaper report Case as example. (Master’s thesis). Chinese Culture University, Taipei City, Taiwan, ROC.Chang, Y.Y. (2015). Social & Cultural Issues Using Crowdfunding Platform as Social Marketing Tool: flyingV in Taiwan. Ming Chuan University. Taipei City, Taiwan, ROC.Charles K. Atkin. (1981) Public Communication Campaigns ,California: Sage Publications.Chen, H.Y. (2014). Event Marketing for Nonprofit Organizations – Case study of the “Go Grandriders” Project Organized by HONDAO Senior Citizen’s Welfare Foundation. (Master’s thesis). Fu Jen Catholic University. New Taipei City, Taiwan, ROC.Chen, R. H. (2000)To examine the social marketing strategies of National Alliance for rescuing Chi-lan Formosan Cedar Forest in Rescue Chi-lan Formosan Cedar. (Master’s thesis). National Taiwan Normal University. Taipei City, Taiwan, ROC.Cheng,S.C. (1998). The study of the nonprofit organizations`` social marketing: the case study of the cooperation project between Citibank and United Way Association. (Master’s thesis).TungHai University. Taichung City, 3Taiwan, ROC.Chiang, M. M. (2009). Theory and Execution of Social Marketing for Non-Profit Organizations: A Case Study of the “Hopeful Reading Project” of the Commonwealth Magazine Education Foundation. (Master’s thesis). Fo Guang University. Yilan County, Taiwan, ROC.Child Welfare League Foundation. (2013). children and youths mobile phones and APP usage survey Taipei City, Taiwan, ROC: Author.Chu, C.H. (2001). Media literacy social marketing research: The cases of Taiwan main non-profit organizations implementing media literacy. (Master’s thesis). National Taiwan Normal University. Taipei City, Taiwan, ROC.Dooley, J. A., Jones, S.C., Iverson, D. (2012) "Web 2.0: an assessment of social marketing principles", Journal of Social Marketing, Vol. 2 Iss: 3, pp.207 - 221Drucker,P.F.(1994). Managing the Nonprofit Organization. (Yu,P.S, Trans.). Taipei City, Taiwan, ROC: Yuan-Liou Publishing Co.,Ltd. (Original work published 1990)Frankfort-Nachmias, & Nachmias. (1996) Research Methods in the Social Sciences (5th Ed.) London, ArnoldGao, P.Y. (2004). Social Marketing in Multicultural Context: A Case Study of Consumers Association of Penang, Malaysia. (Master’s thesis). Shih Hsin University. Taipei City, Taiwan, ROC.Hu, A.T. (2002). Concept of Dharma Drum Mountain Social Marketing Research. (Master’s thesis).National Cheng-Chi University. Taipei City, Taiwan, ROC.Huang, J. Y. (1995). Social Marketing Successful case in Taiwan. Taipei City, Taiwan, ROC: NSC.Huang, J. Y. (2009). The World of Marketing. Taipei City, Taiwan, ROC:Commonwealth Publishing. Huang, S.X., Song,X.L. (1989). Research on defining feature of non-profit organizations and the issue of taxation in Taiwan. Taipei City, Taiwan, ROC: Fiscal Information Agency, Ministry of Finance. Huang, W.W. (2014). Taiwan youths Internet community, intellectual property rights and personal digital privacy report. Taipei City, Taiwan, ROC: Cyber Angel’s Pick, NCCUHuang, X.F., Lu,W.S. (2006). Non-profit Organization Management. Taipei City, Taiwan, ROC: National Open University.ISMA, ESMA & AASM. (2013). Consensus Definition of Social Marketing. Retrieved from http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2013/10/a-consensus-definition-of-social-marketing.html.Jay M. Bernhardt, Darren Mays, Amanda K. Hall, (2012) Social marketing at the right place and right time with new media, Journal of Social Marketing, Vol. 2 Iss: 2, pp.130 - 137Jiang, M. X. (1999). The Third Sector: Managing Strategy and Social Participation Taipei City, Taiwan, ROC: Best-Wise Publishing CO., LTD.Jiang, M. X. (2002). Nonprofit Management .Taipei City, Taiwan, ROC: Best-Wise.Kaw, P. Y. (2004). Social Marketing in Multicultural Context : A Case Study of Consumers Association of Penang, Malaysia. (Master’s thesis) Shih Hsin University. Taipei, Taiwan, ROC.Kotler, P. & Andreasen, A. R.(1991). Strategies Marketing for Nonprofit Organization, New Jersey: Prentice Hall.Kotler, P. & Lee, N. (2007). Kotler Speaks of How Government do Marketing. (Guo, S. Y. Translate). Taipei City, Taiwan, ROC: Pearson Taiwan.Kotler, P. & Lee, N. (2007). Marketing in the Public Sector: A Roadmap for Improved Performance, New Jersey: Pearson EducationKotler, P. & Levy, S. J.( 1969). Broadening the Concept of Marketing.”Journal of Marketing, Vol. 33, No. 1, pp. 10-15.Kotler, P. & Levy, S.J.（1969）.Broadening the Concept of Marketing. Journal ofKotler, P. & Roberto, E. L.(1995). Subvert Future: The full implementation of Social Marketing Manual. (Si, W. Trans.). Taipei City, Taiwan, ROC: Business Weekly.Kotler, P. & Roberto, N.(1989) Social marketing: strategies for changing public behavior, New York: Free Press.Kotler, P. & Roberto, N.(1989). Social marketing: strategies for changing public behavior, New York: Free Press.Kotler, P. & Zaltman, G. (1971) “Social Marketing: An Approach to planned Social Change.” Journal of Marketing, Vol. 35, No. 3, pp. 3-12.Kotler, P. Roberto, N. Lee, N. 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