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題名 企業參與公益活動與公益行銷之研究
The research of corporate philanthropy and cause-related marketing作者 游舒惠 貢獻者 別蓮蒂
游舒惠關鍵詞 公益活動
公益行銷
品牌形象
公關
philanthropy
corporate philanthropy
Brand image
public relation
cause-related marketing日期 2001 上傳時間 15-Apr-2016 16:11:50 (UTC+8) 摘要 企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。 參考文獻 中文部分Harris, Thomas (1997). The Marketer`s Guide to Public Relations, 吳玟琪、蘇玉清譯，行銷公關，初版，台北：台視文化天下雜誌 (1999) ，1000大特刊，天下雜誌，特刊第26期王麗容 (1993) ，『民間企業參與社會福利暨公益慈善事業之意義及未來展望』，現階段社會福利暨公益慈善事業募款策略研討會實錄，主辦單位：台灣世界展望會，IBM，頁48-58內政部統計處 (1999) ，『建立社會福利指標體系之研究』，http://www.moi.org.tw司徒達賢 (1999) ，非營利組織的經營管理，初版，台北：天下遠見出版朱孝雯 (1996) ，結合產品促銷之企業公益贊助活動之研究，私立銘傳管理學院大眾傳播研究所未出版碩士論文吳世家 (1997) ，『企業如何成立公關部門』，公關雜誌，第20期 (六月號），頁20-24吳芝儀、李奉儒 (1995) ，質的評鑑與研究，台北：桂冠圖書股份有限公司卓育芬 (1994) ，『誰在塑造企業形象』，公關雜誌，第2期 (六月號） ，頁44-48林音因 (1999) ，善因行銷對企業經營積效影響之研究，私立淡江大學管理科學研究所未出版碩士論文洪順慶 (1999) ，行銷管理，台北：新陸書局洪懿妍(1999) ，『企業社會責任調查』，天下雜誌，第212期 (一月號) 。頁120-134洪順慶、邱創棟 (1991) ，『理念行銷之分類與策略』，管理評論，頁75-102夏傳位 (2000) 『企業經營基金會』，天下雜誌，第227期 (四月號） ，頁236-242席汝楫 (1997) ，社會與行為科學研究方法，台北：五南圖書出版公司孫秀蕙 (1997) ，公共關係：理論、策略與研究實例，台北：正中書局耿筠、黃俊英 (1996) ，『社會行銷之起源及發展』，文大商管學報，第一卷第一期，頁1-17馬萱人 (1997) ，『好形象，好行銷，7-11的生意經』，遠見雜誌(五月號），第131期，頁92-95康永華 (1991) ，企業公益形象與消費者行為之研究，國立交通大學管理科學研究所未出版碩士論文動腦雜誌 (1992) ，『台灣地區公關業發展的瓶頸』，動腦雜誌 (七月號) ，第195期，頁18-20曹純瑛 (1997) ，公關公司員工工作生活品質知覺、工作績效知覺與個人屬性之關連性研究，國立東華大學企業管理研究所未出版碩士論文張在山 (1994) ，『公共關係與企業社會責任』，公關雜誌 (六月號） ，第2期，頁48-51張家琳 (1997) ，台灣企業採行善因行銷之分析，私立東吳大學企業管理研究所未出版碩士論文郭玉禛 (2000) ，台灣企業基金會現象與經營管理之研究-以大型企業基金會為例，國立中山大學企業管理研究所未出版碩士論文陳光華 (1985) ，企業政策，台北：三民書局陳嫣如 (1993) ，從企業公益贊助探討社會福利機構可行的勸募策略，私立東吳大學社會工作研究所未出版碩士論文陳德劭 (1995) ，消費者對理念行銷參與動機態度與行為之研究，國立中央大學企業管理研究所未出版碩士論文黃尹洲 (1989) ，企業公共事務策略之實證研究-由企業形象的觀點，國立政治大學企業管理研究所未出版碩士論文黃俊英 (1986) ，『企業言利，未必有利』，會計研究月刊，第五期，頁25-30黃俊英 (1992) ，行銷研究-管理與技術，四版，台北：華泰書局黃俊閎 (1995) ，企業施行Cause-related Marketing 的消費者反應，國立交通大學管理科學研究所未出版碩士論文楊炳韋 (1995) ，企業贊助公益活動行為之研究，國立政治大學企業管理研究所未出版碩士論文經濟日報 (1999/09/04)葉泰民 (1993) ，企業社會責任態度及企業從事社會責任活動意願之研究，私立東海大學企業管理研究所未出版碩士論文詹孟真 (1996) ，理念相關行銷與涉入程度對品牌權益關係之研究，私立中原大學企業管理研究所未出版碩士論文詹雪蘭 (1997) ，公益行銷對非營利組織之影響，國立交通大學管理科學研究所未出版碩士論文電腦報 (1999) ，http://www.pchome.com.tw/news/881103趙淑櫻 (1992) ，企業贊助公益廣告動機與考量因素之研究，國立成功大學工業管理研究所未出版碩士論文趙義隆、王淑姿、劉念寧 (1990) ，大型企業贊助公益活動之研究，行政院國科會科資中心劉念寧 (1990) ，大型企業贊助公益活動之研究，國立台灣大學商學研究所未出版碩士論文鄭珠田 (1995) ，善因行銷活動對消費者購買行為影響之研究，國立交通大學管理科學研究所未出版碩士論文顏長川 (1995) ，『蓮花卡效應』，動腦雜誌，第236期 (十二月號） ，頁10顏龍蒂 (1999) ，議題相關行銷對品牌權益影響之研究，國立政治大學企業管理研究所未出版碩士論文英文部分Amato, Paul R. 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國立政治大學
企業管理學系
87355035資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001396 資料類型 thesis dc.contributor.advisor 別蓮蒂 zh_TW dc.contributor.author (Authors) 游舒惠 zh_TW dc.creator (作者) 游舒惠 zh_TW dc.date (日期) 2001 en_US dc.date.accessioned 15-Apr-2016 16:11:50 (UTC+8) - dc.date.available 15-Apr-2016 16:11:50 (UTC+8) - dc.date.issued (上傳時間) 15-Apr-2016 16:11:50 (UTC+8) - dc.identifier (Other Identifiers) A2002001396 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85183 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 87355035 zh_TW dc.description.abstract (摘要) 企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。 zh_TW dc.description.tableofcontents 封面頁證明書致謝詞論文摘要目錄表目錄圖目錄第一章、緒論第一節、研究背景第二節、研究目的第二章、文獻探討第一節、企業參與公益活動 (Corporate Philanthropy)第二節、企業參與公益活動之動機第三節、企業參與公益活動之影響因素第四節、企業參與公益活動之決策第五節、公益行銷 (Cause-Related Marketing, CRM)第三章、研究方法第一節、觀念架構第二節、研究過程第四章、訪談分析與命題發展第一節、企業參與公益活動之動機第二節、企業參與公益活動之行動決策第三節、命題發展-企業參與公益活動之動機與行動決策之關係第四節、影響企業參與公益活動決策之因素第五節、命題發展-企業參與公益活動之影響因素與行動決策之關係第六節、企業對參與公益活動之效果評估第七節、命題發展-效果評估與企業公益參與決策之關係第八節、命題發展-過去經驗與企業公益參與決策之關係第九節、修正後之研究架構第五章、公益行銷活動實證研究第一節、個案簡介第二節、研究方法第三節、研究結果第四節、研究結論第六章、結論與建議第一節、研究結論第二節、建議與貢獻第三節、研究限制與未來研究方向參考文獻中文部分英文部分附錄附錄一、受訪企業簡介與訪談內容整理附錄二、明□電腦訪談記錄附錄三、後測二原始問卷 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001396 en_US dc.subject (關鍵詞) 公益活動 zh_TW dc.subject (關鍵詞) 公益行銷 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 公關 zh_TW dc.subject (關鍵詞) philanthropy en_US dc.subject (關鍵詞) corporate philanthropy en_US dc.subject (關鍵詞) Brand image en_US dc.subject (關鍵詞) public relation en_US dc.subject (關鍵詞) cause-related marketing en_US dc.title (題名) 企業參與公益活動與公益行銷之研究 zh_TW dc.title (題名) The research of corporate philanthropy and cause-related marketing en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分Harris, Thomas (1997). 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