| dc.creator (作者) | 蔣安國 | zh_TW |
| dc.date (日期) | 1998-01 | |
| dc.date.accessioned | 10-Nov-2016 15:04:36 (UTC+8) | - |
| dc.date.available | 10-Nov-2016 15:04:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 10-Nov-2016 15:04:36 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103751 | - |
| dc.description.abstract (摘要) | 本研究針對大學公關的募款活動進行策略分析，並結合募款的項鍊╱時間窗╱說服╱交易理論，發展出整合模式。本研究從募款組織與捐款人之間互取所需的交易觀點為探討重心，對六所公、私立大學校院募款者進行深度訪談。依據訪談結果發現：一、募款組織與捐款人之間確存有互取所需的交易行為，募款組織藉以獲取捐助，捐款人則亦有其殊異的捐助目的。二、為贏得捐款者的捐助，大學校院會更加強學校公關。三、大學校院捐款者的捐獻時機，確存有狩獵季節，以年初、工商景氣來臨為最佳選擇。四、在政府自籌財源政策下，各大學校院募款工作將愈益重要，由於僧多粥少，形成募款擠壓效應。 | |
| dc.description.abstract (摘要) | This study is designed to analyze stratigies of fund-raising campaign in Taiwan`s University. Based on the mix of necklace theory, transactional analysis, persuasion theory and time window theory, this study develops a new integrated model. According to the interviews with fund-rasier of six national and private universities, this study has such findings as following:1. Betwen fund-raisers and donors, there exists a transactional behaviour; 2. For obtaining enough financial support, donors always have their own definite purposes; 3. The best opportunities for fundraisers are such `hunting seasons` as the begining of a year and the new economic phase;4. Owing to the scarcity of financial support, there is a big challange for fund-raiser among national and private universities whose competion are serious. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 廣告學研究, 10, 121-142 | |
| dc.subject (關鍵詞) | 大學 ; 公關 ; 募款策略 ; 募款組織 ; 捐款者 | |
| dc.title (題名) | 大學公關與募款策略研究：組織與捐款者的交易觀點 | zh_TW |
| dc.title.alternative (其他題名) | Effective Fund Raising in Higher Education: A Transactional Perspective | |
| dc.type (資料類型) | article | |
