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題名 非營利組織於社群媒體Facebook 粉絲專頁的關係經營策略
NGO`s Relationship Building Strategy on Facebook Fanpage in Taiwan作者 葉靜 貢獻者 鄭怡卉
葉靜關鍵詞 關係經營策略
Facebook粉絲專頁
非營利組織
社群媒體日期 2014 上傳時間 5-Jan-2015 11:17:22 (UTC+8) 摘要 在台灣，社群網站的到達率已高達97%，使用者人數為1154萬，顯示社群網站已作為大眾重要的資訊來源管道之一。社群網站獨有的互動性及對話性，使其成為企業和非營利組織公關人員與公眾溝通有效溝通平台。 本研究針對國內非營利組織的在Facebook社群網站運用進行探討，透過質量化並行的方式，探究國內非營利組織如何運用Facebook粉絲專頁與公眾溝通的現況。透過回顧關係經營策略，建立分析項目，利用量化的內容分析，理解非營利組織如何透過社群網站發布訊息，以及組織的區域性、服務類型及規模要素之不同，是否影響其策略運用程度的差異性。關係經營策略主要包含七個取向為：可接近性、正面性、開放性、保證、關係連結、任務共享、職責展現。另外，透過質化深度訪談八家非營利組織，進一步理解非營利組織在關係策略選用背後考量和可能造就策略選用差異的原因，和現下經營操作模式。期許透過描繪台灣非營利組織運用社群網站進行公眾關係經營的現況，供非營利組織公關人員在擬定社群網站溝通策略時，能有參考的藍圖、思考未來可繼續發展的關係溝通策略。 本研究以《非營利組織名錄》為樣本清單，篩選出符合研究非營利組織定義之單位，最後選定1423家組織抽樣出710家。發現710家中有六成組織設立粉絲專頁，而設有粉絲專頁中的組織則有七成能持續穩定經營。研究結果發現，在關係策略中以開放性、可接近性及關係連結的運用程度最高；非營利組織之服務類型不同在關係策略運用上無顯著差異，而組織區域性、員工人數及年度經費規模，則對於部分關係策略程度有顯著差異。在關係策略當中與公眾回饋行為相關性最高前三項則為任務共享、保證及正面性。本研究認為，非營利組織雖已形成一套粉絲專頁經營模式，然而如何進一步運用較能引發公眾回饋的關係策略，實為一重要的課題。 參考文獻 一、中文書目王振軒（2006）。非營利組織與公共關係。非營利組織管理學刊，4：1-26。王詩慧（2000）。非營利組織公共關係運作之研究--以醫療類基金會為例。國立政治大學公共行政學系碩士論文。石方瑜、蔡承志、溫蒂雅、陳曉開（譯）（2000）。公關聖經─公關理論、實務全書（原作者：Lesly）。台北市：商業周刊。（原著出版年：1998）江明修、陳定銘（2000）。非營利組織政策遊說之途徑與策略。公共行政學報，4：153-192。吳明隆、張毓仁（2011）。SPSS(PASW)與統計應用分析I。台北市：五南圖書。官有垣（2000）。非營利組織在台灣的發展：兼論政府對財團法人基金會的規範。中國行政評論，10（1）：75-110。吳紀勳 （2002）。非營利組織運用網路行銷之研究─以台灣基金會網站為例。逢甲大學企業管理研究所碩士論文。洪淑芬（2008）。非營利組織與電視媒體互動關係之研究。國立政治大學經營管理碩士學程非營利事業管理組碩士論文。孫秀蕙（2009）。公共關係：理論、策略與研究實例[新修訂第二版]。新北市：正中書局。莊宜軒（2012）。企業Facebook粉絲專頁之公關策略分析。國立政治大學傳播學院廣告學系碩士論文。陳尊鈺（2011）。非營利組織社群媒體行銷運用之研究─以Facebook為例。中臺科技大學文教事業經營研究所碩士論文。陳玉娥、藍曉鹿譯（2011）。贏在社群網站（原作者：Stelzner）。台北市：時報文化。（原著出版年：2011） 張在山（1999）。公共關係學，2版。台北市：五南。馮燕（2009）。非營利組織的法律規範。載於蕭新煌等（主編）。非營利部門：組織與運作（頁249-275），2版。台北市：巨流。楊東震（2005）。非營利事業行銷。台北縣：新文京開發。潘淑滿(2003)。質性理論與應用。台北：心理。鄭資穎（2007）。國內基金會公共關係效果與組織績效關聯性初探─以文化教育及社福慈善類基金會為主要探討對象。國立政治大學廣播與電視學系碩士班碩士論文。 二、英文書目Agresta, S. 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國立政治大學
廣告研究所
99452003
103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0994520031 資料類型 thesis dc.contributor.advisor 鄭怡卉 zh_TW dc.contributor.author (Authors) 葉靜 zh_TW dc.creator (作者) 葉靜 zh_TW dc.date (日期) 2014 en_US dc.date.accessioned 5-Jan-2015 11:17:22 (UTC+8) - dc.date.available 5-Jan-2015 11:17:22 (UTC+8) - dc.date.issued (上傳時間) 5-Jan-2015 11:17:22 (UTC+8) - dc.identifier (Other Identifiers) G0994520031 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/72525 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 99452003 zh_TW dc.description (描述) 103 zh_TW dc.description.abstract (摘要) 在台灣，社群網站的到達率已高達97%，使用者人數為1154萬，顯示社群網站已作為大眾重要的資訊來源管道之一。社群網站獨有的互動性及對話性，使其成為企業和非營利組織公關人員與公眾溝通有效溝通平台。 本研究針對國內非營利組織的在Facebook社群網站運用進行探討，透過質量化並行的方式，探究國內非營利組織如何運用Facebook粉絲專頁與公眾溝通的現況。透過回顧關係經營策略，建立分析項目，利用量化的內容分析，理解非營利組織如何透過社群網站發布訊息，以及組織的區域性、服務類型及規模要素之不同，是否影響其策略運用程度的差異性。關係經營策略主要包含七個取向為：可接近性、正面性、開放性、保證、關係連結、任務共享、職責展現。另外，透過質化深度訪談八家非營利組織，進一步理解非營利組織在關係策略選用背後考量和可能造就策略選用差異的原因，和現下經營操作模式。期許透過描繪台灣非營利組織運用社群網站進行公眾關係經營的現況，供非營利組織公關人員在擬定社群網站溝通策略時，能有參考的藍圖、思考未來可繼續發展的關係溝通策略。 本研究以《非營利組織名錄》為樣本清單，篩選出符合研究非營利組織定義之單位，最後選定1423家組織抽樣出710家。發現710家中有六成組織設立粉絲專頁，而設有粉絲專頁中的組織則有七成能持續穩定經營。研究結果發現，在關係策略中以開放性、可接近性及關係連結的運用程度最高；非營利組織之服務類型不同在關係策略運用上無顯著差異，而組織區域性、員工人數及年度經費規模，則對於部分關係策略程度有顯著差異。在關係策略當中與公眾回饋行為相關性最高前三項則為任務共享、保證及正面性。本研究認為，非營利組織雖已形成一套粉絲專頁經營模式，然而如何進一步運用較能引發公眾回饋的關係策略，實為一重要的課題。 zh_TW dc.description.tableofcontents 第一章 緒論......................1第一節 研究背景...................1第二節 研究動機及目的..............3第二章 文獻探討...................6第一節 非營利組織與公共關係.........6第二節 網路與公關策略操作..........12第三節 非營利組織之社群媒體應用.....21第四節 公共關係之關係經營策略.......27第三章 研究方法....................38第一節 內容分析....................38第二節 深度訪談....................55第四章 研究結果....................61第一節 內容分析....................61第二節 深度訪談....................90第五章 研究結論與建議..............112第一節 研究結論....................112第二節 研究限制....................121第三節 研究建議....................123附錄一、編碼手冊...................124附錄二、編碼表.....................142附錄三、訪談大綱...................145附錄四、內容分析研究樣本清單.........147參考書目...........................197 zh_TW dc.format.extent 3450667 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0994520031 en_US dc.subject (關鍵詞) 關係經營策略 zh_TW dc.subject (關鍵詞) Facebook粉絲專頁 zh_TW dc.subject (關鍵詞) 非營利組織 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.title (題名) 非營利組織於社群媒體Facebook 粉絲專頁的關係經營策略 zh_TW dc.title (題名) NGO`s Relationship Building Strategy on Facebook Fanpage in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文書目王振軒（2006）。非營利組織與公共關係。非營利組織管理學刊，4：1-26。王詩慧（2000）。非營利組織公共關係運作之研究--以醫療類基金會為例。國立政治大學公共行政學系碩士論文。石方瑜、蔡承志、溫蒂雅、陳曉開（譯）（2000）。公關聖經─公關理論、實務全書（原作者：Lesly）。台北市：商業周刊。（原著出版年：1998）江明修、陳定銘（2000）。非營利組織政策遊說之途徑與策略。公共行政學報，4：153-192。吳明隆、張毓仁（2011）。SPSS(PASW)與統計應用分析I。台北市：五南圖書。官有垣（2000）。非營利組織在台灣的發展：兼論政府對財團法人基金會的規範。中國行政評論，10（1）：75-110。吳紀勳 （2002）。非營利組織運用網路行銷之研究─以台灣基金會網站為例。逢甲大學企業管理研究所碩士論文。洪淑芬（2008）。非營利組織與電視媒體互動關係之研究。國立政治大學經營管理碩士學程非營利事業管理組碩士論文。孫秀蕙（2009）。公共關係：理論、策略與研究實例[新修訂第二版]。新北市：正中書局。莊宜軒（2012）。企業Facebook粉絲專頁之公關策略分析。國立政治大學傳播學院廣告學系碩士論文。陳尊鈺（2011）。非營利組織社群媒體行銷運用之研究─以Facebook為例。中臺科技大學文教事業經營研究所碩士論文。陳玉娥、藍曉鹿譯（2011）。贏在社群網站（原作者：Stelzner）。台北市：時報文化。（原著出版年：2011） 張在山（1999）。公共關係學，2版。台北市：五南。馮燕（2009）。非營利組織的法律規範。載於蕭新煌等（主編）。非營利部門：組織與運作（頁249-275），2版。台北市：巨流。楊東震（2005）。非營利事業行銷。台北縣：新文京開發。潘淑滿(2003)。質性理論與應用。台北：心理。鄭資穎（2007）。國內基金會公共關係效果與組織績效關聯性初探─以文化教育及社福慈善類基金會為主要探討對象。國立政治大學廣播與電視學系碩士班碩士論文。 二、英文書目Agresta, S. (2011). How would you define social media? In Bough & Agresta, Perspectives on social media marketing (pp. 2-4). MA: Course Technology.Bortree, D. S. (2010). Exploring adolescent–organization relationships: A study of effective relationship strategies with adolescent volunteers. Journal of Public Relations Research, 22(1), 1-25. Bowen, S. A. (2010). An examination of applied ethics and stakeholder management on top corporate websites. Public Relations Journal, 4(1). Retrieved March 1, 2012, from http://www.prsa.org/SearchResults/download/6D-040101/1012/An_Examination_of_Applied_Ethics_and_Stakeholder_MBoyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Briones, R.L., Kuch B., Liu, B. F., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37-43.Broom, G. M., Casey, S., & Ritchey J. 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Retrieved March 1, 2012, from http://www.instituteforpr.org/topics/measuring-relationships/Hong, S. Y., & Rim, H. (2010). The influence of customer use of corporate websites: Corporate social responsibility, trust, and word-of-mouth communication. Public Relations Review, 36(4), 389-391.Hovey, W. L. (2010). Examining the role of social media in organization-volunteer relationships. Public Relations Journal, 4(1), Retrieved March 1, 2012, fromhttp://www.prsa.org/SearchResults/download/6D-040205/0/Examining_the_Role_of_Social_Media_in_Organization?Kanter (2009, May 22). 4 Ways Social Media is Changing the Non-Profit World. Retrieved from https://mashable.com/2009/05/22/non-profit-social-media/Kelleher T., Miller, B. M. (2006). Organizational blogs and the human voice:relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 11, 395-414.Kelly, K.S. (2001). Effective fund-raising management. NJ: Lawrence Erlbaum Associates. Ki, E. J., & Chung, J. Y. (2011). Corporate web pages as a key communication channel for financial publics. Public Relations Journal, 5(4), 1-22.Ki, E. J., & Hon, L.H. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management,10(1), 27-43.Ki, E. J., & Hon, L.H. (2009). A measure of relationship cultivation strategies. Journal of Public Relations Research, 21(1), 1-24. Ledingham, J.A. (2003). Explicating relationship management as a general theory of public relations. Journal of Public Relations Research, 15(2), 181-198.Lovejoy, K., Waters R. D., & Saxton, G.D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review, 38(2), 313-318.Mansfield, H. (2012). Social Media for Social Good. US: McGraw Hill. Marken, G. A. (2009). Social media... The hunted can become the hunter. Public Relations Quarterly, 52(4), 9-12.McCorkindale, T. (2010). 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Boston: Wadsworth, Cengage Learning. Wright, K. D., & Hinson, M. D. (2009). Examining how public relations practitioners actually are using social media. Public Relations Journal, 3(3). Retrieved March 1, 2012, from http://www.prsa.org/SearchResults/download/6D-030304/0/Examining_How_Public_Relations_Practitioners_Actua?Wright, K. D., & Hinson, M. D. (2011). A three-year longitudinal analysis of social and emerging media use in public relations practice. Public Relations Journal, 5(3). Retrieved February 20, 2012, from http://www.prsa.org/intelligence/prjournal/documents/2011wrighthinson. pdf三、網路資料台灣公益資訊中心（103年8月20日）。非營利組織名錄。取自http://www.npo.org.tw/npolist.asp創市際市場研究顧問股份有限公司（102年7月）。ARO觀察─台灣社群媒體網站使用概況。取自https://docs.google.com/file/d/0By5gVRH3imwaRVFzNkpoV2szQlE/edit zh_TW
