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題名 非營利組織之事業企劃書：以台灣動物平權促進會為例
Business Plan for Nonprofit Organizations: The Case of Taiwan Animal Equality Association (TAEA)
作者 霍淑儀
Fok, Shuk Yi
貢獻者 簡睿哲
Jean, Bryan
霍淑儀
Fok, Shuk Yi
關鍵詞 非營利組織
非營利組織
非營利行銷
動物保護
動物權利
Nonprofit Organizations
NPOs
Nonprofit Marketing
Animal Protection
Animal Rights
日期 2013
上傳時間 6-Aug-2014 11:43:35 (UTC+8)
摘要 非營利組織之事業企劃書：以台灣動物平權促進會為例
With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.
1. Executive Summary 1
     2. Introduction 3
     3. Literature Review 5
     3.1. Nonprofit Organizations (NPOs) 5
     3.2. International Classification of NPOs 6
     3.3. Commercial Marketing vs. Nonprofit Marketing 7
     3.4. Transferring “Commercial Marketing Knowledge” to “Nonprofit Marketing” 7
     3.5. Nonprofit Organization Effectiveness 9
     3.6. Business Plan 9
     4. Business Plan 11
     4.1. Organizational Background 11
     4.1.1. Organizational Structure 11
     4.1.2. Organizational Mission 11
     4.1.3. Organizational Goals 12
     4.2. Environmental Analysis 14
     4.2.1. External Analysis – Global Situation 14
     4.2.2. External Analysis – Laws and Regulations 15
     4.2.3. External Analysis – Animal Protection Groups 17
     4.2.4. Internal Analysis - Resources and Capabilities of TAEA 19
     4.3. SWOT Analysis 22
     4.4. STP Strategy 25
     4.4.1. Market Segmentation 25
     4.4.2. Market Targeting 26
     4.4.3. Market Positioning 29
     4.5. Marketing Plan 31
     4.5.1. Product Strategy 31
     4.5.2. Price Strategy 33
     4.5.3. Place Strategy 34
     4.5.4. Promotion Strategy 35
     4.5.5. Publics Strategy 36
     4.5.6. Partnership Strategy 37
     4.5.7. Policy Strategy 38
     4.5.8. Purse String Strategy 39
     4.6. Financial Projections 40
     Reference 41
參考文獻 (Jul. 2013). Annual Statistics of Scientific Procedures on Living Animals Great Britain 2012. Home Office of U.K. Government.
     (Jul. 2011). Annual Report Animal Usage by Fiscal Year. Animal and Plant Health Inspection Service, U.S. Department of Agriculture.
     (Dec. 2010). 2009 CCAC Survey of Animal Use. Canadian Council on Animal Care.
     (Jan. 2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies.
     (2013). A Guide to Financial Statements of Not-For-Profit Organizations. C. P. A. o. Canada.
     (2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies
     Abrams, R. and R. M. Abrams (2003). The successful business plan: secrets & strategies, The Planning Shop.
     Andreasen, A. R., et al. (2005). "Transferring" Marketing Knowledge" to the Nonprofit Sector." California Management Review 47(4).
     Anheier, H. K. (2000). Managing non-profit organisations: Towards a new approach, Centre for Civil Society, London School of Economics and Political Science.
     Anheier, H. K. (2005). Nonprofit organizations, Routledge London.
     Barrow, C., et al. (2001). The business plan workbook, Kogan Page Publishers.
     Burnett, J. (2007). Nonprofit marketing best practices, John Wiley & Sons.
     Clarke, P. and P. Mount (2001). "Nonprofit marketing: the key to marketing`s ‘mid‐life crisis’?" International journal of nonprofit and voluntary sector marketing 6(1): 78-91.
     Gallagher, K. and C. B. Weinberg (1990). "Coping with success: new challenges for nonprofit marketing." Sloan Management Review 33(1): 27-42.
     Helfat, C. E. and M. B. Lieberman (2002). "The birth of capabilities: market entry and the importance of pre‐history." Industrial and Corporate Change 11(4): 725-760.
     Herman, R. D. and D. O. Renz (1999). "Theses on nonprofit organizational effectiveness." Nonprofit and Voluntary Sector Quarterly 28(2): 107-126.
     Kean, H. (1998). Animal rights: Political and social change in Britain since 1800, Reaktion books.
     Knight, S., et al. (2003). "Using grounded theory to examine people`s attitudes toward how animals are used." Society and Animals 11(4): 307-328.
     Kotler, P. and S. J. Levy (1969). "Broadening the concept of marketing." Journal of marketing 33(1).
     Kotler, P. and G. Zaltman (1971). "Social marketing: an approach to planned social change." Journal of marketing 35(3).
     Kreiser, P. M., et al. (2002). "Assessing the psychometric properties of the entrepreneurial orientation scale: A multi-country analysis." Entrepreneurship Theory and Practice 26(4): 71-94.
     Levy, S. J. and G. Zaltman (1975). "Marketing, society, and conflict." Englewood Cliffs.
     Lumpkin, G. T. and G. G. Dess (1996). "Clarifying the entrepreneurial orientation construct and linking it to performance." Academy of management Review 21(1): 135-172.
     McKeever, M. P. (2001). How to write a business plan, Nolo.
     Mukerjee, M. (Aug. 2004). Speaking for the Animals: A Veterinarian Analyzes the Turf Battles That Have Transformed the Animal Laboratory. Scientific American.
     Naldi, L., et al. (2007). "Entrepreneurial orientation, risk taking, and performance in family firms." Family Business Review 20(1): 33-47.
     Paton, R. and J. Foot (1997). "Dashboards for nonprofits: a new approach to an old problem."
     Pope, J. A., et al. (2009). "Developing a marketing strategy for nonprofit organizations: An exploratory study." Journal of Nonprofit & Public Sector Marketing 21(2): 184-201.
     Rauch, A., et al. (2009). "Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future." Entrepreneurship Theory and Practice 33(3): 761-787.
     Salamon, L. M. and H. K. Anheier (1992). "In search of the non-profit sector II: The problem of classification." Voluntas: International Journal of Voluntary and Nonprofit Organizations 3(3): 267-309.
     Salamon, L. M. and H. K. Anheier (1996). The international classification of nonprofit organizations: ICNPO-Revision 1, 1996, Johns Hopkins University Institute for Policy Studies.
     Salamon, L. M. and H. K. Anheier (1997). Defining the nonprofit sector: A cross-national analysis, Manchester University Press.
     Weinreich, N. K. (2010). Hands-on social marketing: A step-by-step guide to designing change for good, Sage Publications.
     Wiebe, G. D. (1951). "Merchandising commodities and citizenship on television." Public Opinion Quarterly 15(4): 679-691.
     The German Animal Welfare Act (TIERSCHG). Max Planck Institute for Biological Cybernetics, Department Physiology of Cognitive Processes.
     History of animal rights in Germany. ARE (animal rights extremism) Information, Understanding Animal Research.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
101933025
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101933025
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.advisor Jean, Bryanen_US
dc.contributor.author (Authors) 霍淑儀zh_TW
dc.contributor.author (Authors) Fok, Shuk Yien_US
dc.creator (作者) 霍淑儀zh_TW
dc.creator (作者) Fok, Shuk Yien_US
dc.date (日期) 2013en_US
dc.date.accessioned 6-Aug-2014 11:43:35 (UTC+8)-
dc.date.available 6-Aug-2014 11:43:35 (UTC+8)-
dc.date.issued (上傳時間) 6-Aug-2014 11:43:35 (UTC+8)-
dc.identifier (Other Identifiers) G0101933025en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68249-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 101933025zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 非營利組織之事業企劃書：以台灣動物平權促進會為例zh_TW
dc.description.abstract (摘要) With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.en_US
dc.description.abstract (摘要) 1. Executive Summary 1
     2. Introduction 3
     3. Literature Review 5
     3.1. Nonprofit Organizations (NPOs) 5
     3.2. International Classification of NPOs 6
     3.3. Commercial Marketing vs. Nonprofit Marketing 7
     3.4. Transferring “Commercial Marketing Knowledge” to “Nonprofit Marketing” 7
     3.5. Nonprofit Organization Effectiveness 9
     3.6. Business Plan 9
     4. Business Plan 11
     4.1. Organizational Background 11
     4.1.1. Organizational Structure 11
     4.1.2. Organizational Mission 11
     4.1.3. Organizational Goals 12
     4.2. Environmental Analysis 14
     4.2.1. External Analysis – Global Situation 14
     4.2.2. External Analysis – Laws and Regulations 15
     4.2.3. External Analysis – Animal Protection Groups 17
     4.2.4. Internal Analysis - Resources and Capabilities of TAEA 19
     4.3. SWOT Analysis 22
     4.4. STP Strategy 25
     4.4.1. Market Segmentation 25
     4.4.2. Market Targeting 26
     4.4.3. Market Positioning 29
     4.5. Marketing Plan 31
     4.5.1. Product Strategy 31
     4.5.2. Price Strategy 33
     4.5.3. Place Strategy 34
     4.5.4. Promotion Strategy 35
     4.5.5. Publics Strategy 36
     4.5.6. Partnership Strategy 37
     4.5.7. Policy Strategy 38
     4.5.8. Purse String Strategy 39
     4.6. Financial Projections 40
     Reference 41		-
dc.description.tableofcontents 1. Executive Summary 1
     2. Introduction 3
     3. Literature Review 5
     3.1. Nonprofit Organizations (NPOs) 5
     3.2. International Classification of NPOs 6
     3.3. Commercial Marketing vs. Nonprofit Marketing 7
     3.4. Transferring “Commercial Marketing Knowledge” to “Nonprofit Marketing” 7
     3.5. Nonprofit Organization Effectiveness 9
     3.6. Business Plan 9
     4. Business Plan 11
     4.1. Organizational Background 11
     4.1.1. Organizational Structure 11
     4.1.2. Organizational Mission 11
     4.1.3. Organizational Goals 12
     4.2. Environmental Analysis 14
     4.2.1. External Analysis – Global Situation 14
     4.2.2. External Analysis – Laws and Regulations 15
     4.2.3. External Analysis – Animal Protection Groups 17
     4.2.4. Internal Analysis - Resources and Capabilities of TAEA 19
     4.3. SWOT Analysis 22
     4.4. STP Strategy 25
     4.4.1. Market Segmentation 25
     4.4.2. Market Targeting 26
     4.4.3. Market Positioning 29
     4.5. Marketing Plan 31
     4.5.1. Product Strategy 31
     4.5.2. Price Strategy 33
     4.5.3. Place Strategy 34
     4.5.4. Promotion Strategy 35
     4.5.5. Publics Strategy 36
     4.5.6. Partnership Strategy 37
     4.5.7. Policy Strategy 38
     4.5.8. Purse String Strategy 39
     4.6. Financial Projections 40
     Reference 41		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101933025en_US
dc.subject (關鍵詞) 非營利組織zh_TW
dc.subject (關鍵詞) 非營利組織zh_TW
dc.subject (關鍵詞) 非營利行銷zh_TW
dc.subject (關鍵詞) 動物保護zh_TW
dc.subject (關鍵詞) 動物權利zh_TW
dc.subject (關鍵詞) Nonprofit Organizationsen_US
dc.subject (關鍵詞) NPOsen_US
dc.subject (關鍵詞) Nonprofit Marketingen_US
dc.subject (關鍵詞) Animal Protectionen_US
dc.subject (關鍵詞) Animal Rightsen_US
dc.title (題名) 非營利組織之事業企劃書：以台灣動物平權促進會為例zh_TW
dc.title (題名) Business Plan for Nonprofit Organizations: The Case of Taiwan Animal Equality Association (TAEA)en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) (Jul. 2013). Annual Statistics of Scientific Procedures on Living Animals Great Britain 2012. Home Office of U.K. Government.
     (Jul. 2011). Annual Report Animal Usage by Fiscal Year. Animal and Plant Health Inspection Service, U.S. Department of Agriculture.
     (Dec. 2010). 2009 CCAC Survey of Animal Use. Canadian Council on Animal Care.
     (Jan. 2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies.
     (2013). A Guide to Financial Statements of Not-For-Profit Organizations. C. P. A. o. Canada.
     (2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies
     Abrams, R. and R. M. Abrams (2003). The successful business plan: secrets & strategies, The Planning Shop.
     Andreasen, A. R., et al. (2005). "Transferring" Marketing Knowledge" to the Nonprofit Sector." California Management Review 47(4).
     Anheier, H. K. (2000). Managing non-profit organisations: Towards a new approach, Centre for Civil Society, London School of Economics and Political Science.
     Anheier, H. K. (2005). Nonprofit organizations, Routledge London.
     Barrow, C., et al. (2001). The business plan workbook, Kogan Page Publishers.
     Burnett, J. (2007). Nonprofit marketing best practices, John Wiley & Sons.
     Clarke, P. and P. Mount (2001). "Nonprofit marketing: the key to marketing`s ‘mid‐life crisis’?" International journal of nonprofit and voluntary sector marketing 6(1): 78-91.
     Gallagher, K. and C. B. Weinberg (1990). "Coping with success: new challenges for nonprofit marketing." Sloan Management Review 33(1): 27-42.
     Helfat, C. E. and M. B. Lieberman (2002). "The birth of capabilities: market entry and the importance of pre‐history." Industrial and Corporate Change 11(4): 725-760.
     Herman, R. D. and D. O. Renz (1999). "Theses on nonprofit organizational effectiveness." Nonprofit and Voluntary Sector Quarterly 28(2): 107-126.
     Kean, H. (1998). Animal rights: Political and social change in Britain since 1800, Reaktion books.
     Knight, S., et al. (2003). "Using grounded theory to examine people`s attitudes toward how animals are used." Society and Animals 11(4): 307-328.
     Kotler, P. and S. J. Levy (1969). "Broadening the concept of marketing." Journal of marketing 33(1).
     Kotler, P. and G. Zaltman (1971). "Social marketing: an approach to planned social change." Journal of marketing 35(3).
     Kreiser, P. M., et al. (2002). "Assessing the psychometric properties of the entrepreneurial orientation scale: A multi-country analysis." Entrepreneurship Theory and Practice 26(4): 71-94.
     Levy, S. J. and G. Zaltman (1975). "Marketing, society, and conflict." Englewood Cliffs.
     Lumpkin, G. T. and G. G. Dess (1996). "Clarifying the entrepreneurial orientation construct and linking it to performance." Academy of management Review 21(1): 135-172.
     McKeever, M. P. (2001). How to write a business plan, Nolo.
     Mukerjee, M. (Aug. 2004). Speaking for the Animals: A Veterinarian Analyzes the Turf Battles That Have Transformed the Animal Laboratory. Scientific American.
     Naldi, L., et al. (2007). "Entrepreneurial orientation, risk taking, and performance in family firms." Family Business Review 20(1): 33-47.
     Paton, R. and J. Foot (1997). "Dashboards for nonprofits: a new approach to an old problem."
     Pope, J. A., et al. (2009). "Developing a marketing strategy for nonprofit organizations: An exploratory study." Journal of Nonprofit & Public Sector Marketing 21(2): 184-201.
     Rauch, A., et al. (2009). "Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future." Entrepreneurship Theory and Practice 33(3): 761-787.
     Salamon, L. M. and H. K. Anheier (1992). "In search of the non-profit sector II: The problem of classification." Voluntas: International Journal of Voluntary and Nonprofit Organizations 3(3): 267-309.
     Salamon, L. M. and H. K. Anheier (1996). The international classification of nonprofit organizations: ICNPO-Revision 1, 1996, Johns Hopkins University Institute for Policy Studies.
     Salamon, L. M. and H. K. Anheier (1997). Defining the nonprofit sector: A cross-national analysis, Manchester University Press.
     Weinreich, N. K. (2010). Hands-on social marketing: A step-by-step guide to designing change for good, Sage Publications.
     Wiebe, G. D. (1951). "Merchandising commodities and citizenship on television." Public Opinion Quarterly 15(4): 679-691.
     The German Animal Welfare Act (TIERSCHG). Max Planck Institute for Biological Cybernetics, Department Physiology of Cognitive Processes.
     History of animal rights in Germany. ARE (animal rights extremism) Information, Understanding Animal Research.		zh_TW