| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (Authors) | 周文珍 | zh_TW |
| dc.creator (作者) | 周文珍 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:55:21 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:55:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:55:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0092932006 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35397 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 92932006 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 企業參與公益的趨勢由傳統單純地捐款，發展到將公益參與與企業經營策略結合，改變了過去企業與非營利組織單純的贊助與受助的互動關係；企業進一步地將公益參與的社會目的與企業營運的商業目的在策略上結合。相對而言，非營利組織在長期缺乏資源的挹注下，如能獲得企業穩定且長期的承諾與參與，將有助於紓緩資源籌措的困境。企業與非營利組織在選擇合作過程中，其評估的指標為何？而當非營利組織與企業合作結盟後，影響其發展合作關係的重要因素又有那些？在不同發展階段的非營利組織與企業的合作是否也展現了不同型態的夥伴關係？非營利組織與企業是否真能形成權力、義務相稱的夥伴關係？一個長期的合作關係，對互動的雙方產生了那些預期與非預期的效益或影響？因此本研究選定了金融機構與非營利組織長達十一年的合作活動--「花旗聯合勸募」活動，透過個案研究法，以文獻探討、次級資料分析與深度訪談等資料收集與分析，試圖對以上的問題整理出答案或樣貌。本研究以理論探討與實務資料的分析，分別就二個層次來探討長期合作的個案活動中的夥伴關係：第一個層次是了解非營利組織的發展階段以及企業在公益參與的理念下，不同階段所展現的不同夥伴關係；同時引用學者Austin(2000)經實務驗證所提出的夥伴關係建構觀點，檢核本個案中不同階段的合作關係；並以合作結盟的驅動力為「長」、合作結盟的促進因素為「寬」、合作結盟的價值建構為「高」，嘗試將不同階段的合作關係予以具體的表現，透過了「長」、「寬」、「高」三構面的要素滿足程度予立體圖示化。由立體推疊的圖示看出，不同階段中互動雙方所展現出一連串的動態過程。第二個層次則是將抽象思維的行銷策略，透過不同階段的具體行銷組合的執行與成效，瞭解在不同階段中的雙方在個案活動中的投入以及互動雙方的夥伴關係之具體體現。經過本研究的資料整理與探究的過程中確實發現：合作結盟的趨動力、合作結盟的促進因素與雙方價值的建構與滿足，乃是夥伴關係中重要的三大構面且互為影響。而本個案的行銷類型可說是融合、運用服務行銷、理念行銷及組織行銷等特質。不同階段雖採行了不同的行銷組合，本個案活動的重要行銷策略可歸納為：以名人代言法引起關注並增加公眾信心、以贈品策略引發動機、以利他主義與資源有效運用的行銷理念支撐行銷組合、以行銷研究與捐款者調查成為擬定策略的基礎。而對於這樣長達十一年以上的合作夥伴關係的效益包括了：對企業帶來了良好的社會形象建立、創造企業員工與客戶對公益活動的的參與及擁有感、落實企業對公益活動的影響；以及隨著非營利組織的成熟與能力提昇，企業也透過公益夥伴的投入拓展了與在潛在顧客的接觸、贏得在不同於商業報導的管道上露出及透過公益夥伴所聯結的名人資源等，對其社會資本的累積有所助益。而對非營利組織則帶了增加實踐使命的資源、為非營利組織帶來組織能力的營造、增強組織的知名度與信譽、開拓潛在捐款人等具體且符合期待的影響；而當非營利組織與特定企業的行銷成為典範，對非營利組織而言相對地會帶來一些開拓障礙。因此非營利組織，應隨著成功典範的建立過程中，將企業引進的專業知能內化轉變為非營利組織能力的營造，以避免對單一財務來源的過度依賴。 | zh_TW |
| dc.description.abstract (摘要) | The trend for the participation of corporations in philanthropy has evolved from the traditional and simpler monetary donations to the actual integration ofphilanthropic involvement into the operation strategy of companies. This has transformed the old grant maker-grant recipient relationship between companies andnonprofit organizations (NPOs) in the sense that now, companies combine social purpose with business operation strategies in the course of their philanthropicinvolvement. Conversely, the long-standing lack of resources of NPOs due to shifts in funding can be overcome if these organizations are able to secure a stable, long-term commitment of support from companies. But what should be evaluation criteria for companies and NPOs engaged in the process of identify a potential partnership? Andonce both parties form an alliance, what are the important factors that will influence the development of this cooperative relationship? In the course of an evolvingrelationship between a company and a NPO, will there be different cooperation models? Is it possible for a company and a NPO to develop a cooperative relationshipthat is equal in terms of authority and responsibility? What kind of expected or unexpected results or impacts a long-term cooperative relationship will produce? Thisresearch has chosen to examine a partnership between a financial institution and a NPO that stretches over eleven years: the Citibank-United Way Taiwan campaign. In order to answer the above mentioned questions, the case research method was used to collect and analyze data, and a review of literature, an analysis of secondary material and in-depth interviews were also carried out.By examining relevant theory and analyzing concrete data, this research looks at the partnership that emerged from a long-term cooperative campaign from two levels.The first level consists of understanding the partnership models that arose through the various stages of cooperation between an NPO undergoing different developmentphases and a company with a vision for philanthropic involvement. At the same time, the research will use the partnership building framework of Austin (2000) to examinethe partnership models at the different stages in the case. By characterizing the drive for a cooperative alliance as “long-term,” the facilitating factors contributing to the cooperative alliance as ‘broad,” and the creation of value by this alliance as ‘high,” we can attempt to concretely represent the partnership models at various stages. The characteristics of ‘long-term,” ‘broad,” and “high” can provide a three dimensional diagram, which shows that across different stages of interaction, the two parties will display a series of dynamic processes.The second level will examine the abstract concept of marketing strategies through the implementation and results of concrete marketing combinations at variousstages of the case. This will allow us to understand the input of each partner and the concrete performance of the partnership. Following data gathering and analysis, this research has found that the drive, the facilitating factors, as well as the creation and satisfaction of values shared by both parties in the cooperative alliance are the three most important aspects of a partnership, which also mutually influence one another. It can be said that this case uses a type of marketing that integrates and uses service marketing, idea marketing and organizational marketing. Although different marketing combinations are used at different stages of the case, the important marketing strategy of this case can be summed up as: attract attention through celebrity endorsement, increase public confidence, create incentives (for giving) by the use of a “giveaway” strategy, support this marketing combination by upholding the principles of care for others and efficient use of resources, as well as use marketing research and donor surveys as a base to develop the strategy.The benefits of this partnership, which has lasted over eleven years, include: enhance the social image of the company, create among company employees and customers a feeling of involvement and ownership towards philanthropic activities, aswell as help the company achieve a visible impact through its philanthropic activities. Thanks to the increasing maturity of NPOs and their growing capacities, companiescan reach out to potential customers through the involvement with a NPO partner, they can benefit from reports in media channels other than those in the business field, and they can accumulate social resources through the linkage by NPOs of famous people. For NPOs, these partnerships can bring more resources to fulfill their mission, they can develop their organizational capacities, they can increase their visibility and trustworthiness, and they can also explore new potential donors. However, when the marketing carried out by a NPO in partnership with a specific company becomes a model, this creates certain development obstacles for the NPO. Hence, during theprocess of establishing a successful model, NPOs must internalize the professional know-how brought by the company so that it becomes a base for the NPO’s owncapacity building, and thus avoid that the organization become too dependent on a single source of funding. | en_US |
| dc.description.tableofcontents | 摘要I目次表目錄圖目錄第一章 緒論 p.1第一節 研究動機第二節 研究目的與問題第二章 文獻探討 p.2第一節 非營利組織相關文獻一 . 從法規制度看非營利組織的定義二 . 國內外學者的觀點三 . 非營利組織的特性、角色與功能四 . 非營利組織與政府、營利組織之比較第二節 跨組織合作與夥伴關係一 . 跨組織合作二 . 夥伴關係的定義三 . 夥伴關係的建立與影響其成功的因素第三節 企業參與公益活動相關文獻一 . 企業參與公益活動的理念二 . 企業社會責任概念發展歷程與定義三 . 企業的公益性贊助第四節 企業與非營利組織合作公益活動的影響因素一 . 企業與非營利組織選擇合作夥伴的評估二 . 影響企業與非營利組織互動關係的要素三 . 影響企業與非營利組織持續合作的因素第三章 研究設計 p.28第一節 研究方法一、個案研究法二、文獻分析法第二節 資料收集方法一 . 深度訪談法二 . 次級資料分析法第三節 研究架構第四節 研究者的角色與研究倫理一 . 受訪個案的倫理二 . 訪談資料處理的倫理三 . 研究結果的倫理第四章 花旗聯合勸募活動個案概述 p.33第一節 聯合勸募組織起源與運作一 . 聯合勸募的起源二 . 聯合勸募在台灣三 . 中華社會福利聯合勸募協會發展階段第二節 花旗銀行公關部的運作第三節 花旗聯合勸募活動行銷規劃與發展歷程一 . 從策略性規劃程序看本個案活動的規劃與執行階段二 . 個案活動歷年執行與發展第五章 個案分析與討論 p.44第一節 花旗聯合勸募活動的行銷策略一 . 行銷理念的核心二 . 行銷類型與特質第二節 企業與非營利組織合作進程分析第三節 各階段的行銷組合與成效第四節 合作關係對企業與非營利組織的影饗第六章 結論與建議 p.91第一節 結論第二節 個案研究所帶來的啟示第三節 研究限制與對後續研究的建議一 . 研究限制二 . 對後續研究的建議參考文獻 p.97附錄 p.100 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0092932006 | en_US |
| dc.subject (關鍵詞) | 非營利組織 | zh_TW |
| dc.subject (關鍵詞) | 策略性公益 | zh_TW |
| dc.subject (關鍵詞) | 夥伴關係 | zh_TW |
| dc.subject (關鍵詞) | 合作結盟的驅動力 | zh_TW |
| dc.subject (關鍵詞) | 合作結盟的促進因素 | zh_TW |
| dc.subject (關鍵詞) | 合作結盟的價值建構 | zh_TW |
| dc.subject (關鍵詞) | 行銷類型 | zh_TW |
| dc.subject (關鍵詞) | 行銷策略 | zh_TW |
| dc.title (題名) | 非營利組織與企業合作公益行銷之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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