近年來，有兩項重要的發展影響了我們的社會，一為非營利組織的興起，一為知識經濟時代的來臨。這兩項看似無關的事，卻給予我們一些啟發。非營利組織的興起，改變了過去由政府壟斷公共領域的局面，而知識經濟則是以「知識」為基礎的「新經濟」運作模式，改變了傳統企業運作所賴以生存的生產三要素—土地、勞力和資本。 在知識經濟體系中，如何掌握及有效管理知識以促進組織的效能，已成為每一個組織重要的議題，其中的關鍵在於「知識分享」。由於非營利組織的公共性所形成的公共領域，是共同體（社區）成員之間，針對其生活領域中的公共事務，進行討論、學習和對話，而這個過程與知識的分享有關。顯見「公共性」與「知識分享」同時存在非營利組織之中，二者是否關聯，遂引發了本研究的動機。 因此，本研究進一步以「公共性」與「知識分享」為主軸，探討非營利組織的公共性與知識分享意願的相關議題。定義「公共性」的主要因素，包括公開度（透明度）、公信力、參與度、知名度、非私有性以及公共利益的功能等六大項。同時建構出非營利組織知識分享機制與公共性相關的內涵，包括建立知識分享的報酬制度、建立組織成員間的工作關係、建立組織成員的共同知識、提供組織成員一些知識交流的場所與時間、建立組織的知識仲介、建立組織內知識分享文化的領導者等六項構成要素。 本研究採用個案研究的方式進行，深入探討主婦聯盟的共同購買，這一國內具有代表性的組織，無論在公共性或知識分享上均可呈現清楚的研究成果。研究發現： 公共性是非營利組織的本質，也是非營利組織的重要特徵。非營利組織的公共性有益於組織形成有效率的知識市場，所以非營利組織可藉由提升公共性來克服知識分享的障礙，增進組織成員的知識分享意願。而增進組織成員的知識分享意願，可藉由公共性作為組織知識市場的核心，並以個人的動機、組織成員間的信任關係、以及組織文化等三個層面為架構，來建構促進組織知識分享的機制。 非營利組織除了可以藉由實施知識分享機制的活動來促進知識的分享外，同時也可維持組織的公共性，因為知識市場具有公共性的特性，所以組織在實施知識管理時，即提高了組織的公共性。 因此，非營利組織公共性與知識分享的關係，可以分為兩個層面來看，一個是彼此的因果關係，另一個是內在（內涵）與外在（表現）的關係。首先，非營利組織的公共性促進了組織的知識分享，知識分享活動則強化了組織的公共性，並且公共性與知識分享彼此有相互促進的作用。其次，非營利組織的公共性是知識分享的內涵，非營利組織的知識分享是公共性的表現。 本研究的貢獻在於提出非營利組織可藉由提升組織的公共性來增進組織成員的知識分享意願，同時也可藉由知識分享活動來強化組織的公共性。 建議對於後續的研究，可依據本研究的架構，針對「公共性不高的非營利組織」或「營利組織」進行比較、分析與研究。 / In recent years, there are two important developments impacting on our society. One is the rise of non-profit organizations (NPOs); the other is the coming of knowledge economic age. These two seemingly unrelated phenomena give us some revelations. Although the government has monopolized the public sphere, the rise of NPO changes the situation. The knowledge economy is a ‘New Economy’ based on knowledge. It also changes the traditional business operation model, which depends on three production factors—land, labor, and capital. In knowledge economy system, one important issue of every organization is how to do knowledge management effectively, so that the organization will increase its work efficiency. The key is ‘knowledge sharing’. NPO’s publicness forms a public sphere, which means the discussion, learning and discourse among community’s members about the public matters in their daily living sphere. This process is related to knowledge sharing. Obviously, ‘publicness’ and ‘knowledge sharing’ exist in NPO simultaneously. Is there any relation between these two factors? The question provides the motive of this research. The research, therefore, would like to probe further and take ‘publicness’ and ‘knowledge sharing’ as the main shaft, and investigate the relevant subjects of the publicness and the willingness of knowledge sharing in NPO. The research will define the six major factors of publicness, which includes transparency, credibility, participation, celebrity, unprivitization, and public interests. It will also construct a mechanism of knowledge sharing in NPO and the connotation of publicness. The connotation of publicness includes, (1) establish a reward system of knowledge sharing, (2) establish a operative relationship between organization and its members, (3) establish a common knowledge among organization members, (4) provide a place and time for knowledge sharing among members, (5) establish knowledge agents of organization, and (6) establish a leadership of knowledge sharing culture in the organization. The research is a case study of a representative organization in Taiwan, Homemaker’s Union Consumer Cooperation. The result shows clearly about publicness and knowledge sharing: Publicness is the nature and an important characteristic of NPO. Since knowledge sharing is based on publicness, if NPO can raise its publicness, then it can overcome the obstacles of knowledge sharing, enhance knowledge sharing in the organization, and promote the willingness of knowledge sharing among its members. NPO can also take its publicness as an axis of the knowledge market in the organization. Having the axis, it can use personal motive, trustful relationship among members, and organizational culture, to construct the organization’s mechanism of knowledge sharing. The publicness of NPO will facilitate an effective knowledge market and enhance knowledge sharing in the organization. Moreover, since publicness is the characteristic of knowledge market, so when the organization carries out knowledge management, it will increase publicness at the same time. Consequently, the relation of publicness and knowledge sharing in NPO can be seen as two aspects: one is a cause and effect relation between publicness and knowledge sharing. The other is a relation between the internal (connotation) and the external (representation). Firstly, the publicness of NPO enhances knowledge sharing in the organization, and the knowledge sharing activities strengthen its publicness. It’s a reciprocal relationship between publicness and knowledge sharing. Secondly, NPO’s publicness is the connotation of knowledge sharing, while the knowledge sharing is a representation of its publicness. The contribution of this research is addressing that NPO can promote the willingness of knowledge sharing of its members by increasing its publicness. Meanwhile, it can also strengthen its publicness through the activities of knowledge sharing. A suggestion of further study is using this research as a basis, then compare, analyze and study NPOs, which possess lower publicness, or profit organizations.

中國大陸自1978年改革開放之後，伴隨著經濟繁榮與社會開放，使得經濟、政治、文化等社會生活各方面都受到前所未有的衝擊，同時也為中國大陸的非營利組織帶來發展的契機，之後非營利組織也如雨後春筍般地迅速發展，雖然目前其發展仍處於初期階段，但其民間性正在不斷地強化；同時，非營利組織在社會福利、慈善救助、助學培訓、醫療保健、文化教育、生態環境等各方面的努力與社會影響，在中國大陸顯然地已成為一股重要的社會力量，而相關的研究與探討也在近幾年來大量地發表。 本文在於探討中國大陸非營利組織發展的產生背景、歷史發展、規模情形、法規制度、與市民社會發展的關係、目前所面臨的問題與困境，以及其未來發展的趨勢。並以中國青少年發展基金會為個案分析，希望透過文獻的分析與實地的訪談，以更加瞭解目前中國大陸非營利組織的發展情形。 而在近年來非營利組織迅速發展的同時，也面臨到一些問題與瓶頸，包括：政社不分、經費不足、人才缺乏、法律不健全等問題。總之，目前中國大陸的非營利組織仍處於轉型之中，且改革開放以來，中國大陸非營利組織發展雖然面臨到前所未有的機遇，但於此同時，也面臨到諸多的問題與挑戰。 / After reform and opening up in 1978, all aspects of mainland China, such as the economy, politics and culture affairs, were in an unprecedented state of shock. Meanwhile, the opportunity was given for the development of the non-profit organizations (NPO) which were growing rapidly in recent years. Though the development is still at the primary stage, the participation of citizens in NPOs is increasing gradually. NPOs have become an important force with their growing influence on the social welfare, kindly supports, healthcare, cultural and education affairs, and environmental protections. Much related research was published in recent years. The current study uses China Youth Development Foundation as an example to understand the development of NPOs in mainland China. The study focuses on its background, history, current situation, relevant regulations, relationship with the civil society, and future developments. The purpose of this study is to know more about the present development of NPOs in mainland China by methods of interviews and analyses. As NPOs develop rapidly in recent years, they are also facing some problems, such as their connections with politics, shortage of financial support and personnel, and insufficient regulation establishments. In general, the NPOs of mainland China are still in a period of transition. Since the reform and open market, NPOs have had a great opportunity for their development, but they are also experiencing many problems and challenges.

中文摘要 近年來，由於社會對於非營利組織所提供的產品及服務之需求增加，使得非營利組織面臨產出增加的壓力；同時，其產出成本亦隨著經濟環境的變遷而上漲，使得非營利組織無不致力於追求額外的收入。傳統上，非營利宗教醫院視醫療服務為一種使命，是上帝或神明旨意的實踐，而不是獲利的工具，於是形成這類醫院時常遭遇的一大難題—如何在財源與使命間維持平衡？故非營利宗教醫院經營自費性事業的整體策略，即值得深入探討。 因此，本研究的目的在於藉由門諾醫院經營自費性護理之家的經驗，了解非營利宗教醫院經營自費性事業的動機與策略，進一步發展相關命題，希望對此一議題有所的了解，以供未來相關研究之參考。 而本研究之結果，分述如下： 一、非營利宗教醫院發展自費性事業之動機與考量因素 非營利宗教醫院發展自費性事業多基於延伸服務使命之動機，較不以配合政府政策或拓展財源為目的；而在經濟可行性評估方面，通常僅就成本是否在可接受範圍加以衡量，對於該事業是否會帶來財務上的效益則不重視，此與一般醫院或企業之情形差異很大。 二、非營利宗教醫院發展自費性事業之策略 非營利宗教醫院在經營自費性事業時，儘管受限於高品質定位，無法藉由提供低 價服務來落實服務使命，仍可透過社會福利資源或組織網絡資源的運用，來解決使命 與財務兩難的困境。 最後研究者對於後續相關研究的建議為： 一、可針對不同地區或宗教之非營利醫院來進行相關研究。 二、可針對不同自費性事業來進行相關研究。 三、可進行大樣本量化分析；並從不同時點探討縱斷面連續性變化之情形。

摘 要 近年來，文化產業被認為是個別國家經濟發展以及社會生活品質提升的重要關鍵因素。而品牌對企業而言，不單只是區隔與其他公司的差別，還是一個企業在消費者心中的形象、承諾、品質、經驗的集合體。 本研究基於品牌管理對於台灣文化產業的重要性，整理各國文化產業發展概況，經由個案研究，探索台灣文化產業的品牌管理模式，以及影響台灣文化產業品牌管理的可能因素，作為後續相關研究的基礎。本研究主要研究目的為：一、彙整各國文化產業發展特性及差異。二、以品牌管理模式，針對台灣文化產業品牌進行個案分析。三、提出對台灣文化產業品牌管理的建議。 本研究為探索性研究，以個案研究法，針對個案進行次級資料收集、參與觀察及深度訪談。研究架構構面及變項分為:一、組織構面，分為品牌管理的權責與組織兩個面向。二、品牌策略構面，分為策略性分析及品牌架構面向。三、品牌識別系統構面，探討組織如何界定品牌核心識別、品牌價值主張、品牌與消費者的關係。四、品牌實行系統構面，探討品牌定位、整合溝通活動與效果評估。 文化產業特性差異甚巨，因資源限制，本研究選擇台灣表演藝術產業為研究對象。選擇具備文化產業品牌代表性，成立五年以上，且被文化產業認可的表演藝術團體進行研究，分別為優劇場、朱宗慶打擊樂團、紙風車兒童劇團、綠光劇團、果陀劇場、屏風表演班、及雲門舞集。 整體而言，台灣表演藝術產業，除少數團體具備較為完整的品牌管理知識與經驗外，皆缺乏嚴謹的品牌管理專業管理能力。在品牌管理的權責與組織構面，台灣表演藝術產業的品牌管理的權責皆為最高層級品牌決策者，且品牌管理的組織皆包括最高品牌管理決策者及整體行銷部門；在品牌策略構面，則發現多數團體的策略性分析不完整並缺乏品牌架構的意識；在品牌識別系統構面，則發現多數團體皆已建立品牌核心識別、具備品牌價值主張、清楚意識品牌與消費者的關係；在品牌實現系統構面，則發現多數團體缺乏嚴謹的品牌定位、行銷溝通缺乏整合性及未意識到品牌效果評估的重要性。在品牌經營的長期觀點部份，則發現作品的專業度是影響表演藝術產業品牌經營的重要因素及少數團體已能關注品牌如何永續發展的議題。 研究發現文化產業品牌的建構必須整體性關注四個構面：提高品牌管理決策層級、進行完整品牌策略性分析、建立嚴謹品牌識別系統、整合運用品牌實現系統。此外，必須以長期的觀點來思考與經營品牌，才能累積品牌權益。就台灣的文化產業而言，除了上述層面外，品牌管理專業訓練的加強，卻是台灣文化產業專業經理人的當務之急。證諸個案，更可發現經由完整專業的品牌管理，品牌經營所能延伸的經營成績。 / Abstract The development of culture industry has been considered as a rising index of economy development and quality-of-life of individual country in the modern world. To firms, branding is not only segmentation to differential, but also the collective of images, commitments, quality, and experience to a firm in consumer minds. Due to the important, and yet, unexplored nature of brand management of culture industry in Taiwan, the purposes of this research is to understand the development of culture industries in various countries, to explore brand management of culture industry in Taiwan, and to propose a workable brand management model for the culture industry in Taiwan. As an exploratory research by case study method, the scope of exploration consists of four aspects： 1.Organizational aspect, which includes decision maker and organizational flow of execution; 2. Brand strategy aspect, which includes strategic analysis and brand construct; 3. Brand identity system, which includes identity of the brand, brand value and relationship between the brand and consumers; 4. Brand execution system, which includes brand position, the integrated communication of brand, and the evaluation of brand performance. This study chose performance arts industry as study focus. Through secondary data collection, in-depth interviews, and participant observation, seven performance arts groups are being studies. In conclusion, except two performance arts companies, the rest of performance arts groups in Taiwan lacks of the professionalism to brand management. Brand decisions are all made by the top management and executed by the whole organization. Most performance arts groups do not have a thorough analysis of the brand nor have the awareness of brand architecture. In terms of brand identity, most observed groups have a clear brand identity, a differentiated brand value and a positive relationship between consumer and the brand. However, most groups lack of the sense of brand position, market communication integration and the importance of brand performance evaluation. Finally, in order to build a long-term perspective of a brand, the key factor still lies with professionalism.Two studied groups have already paid attention to the brand management issue to the continuous development of the brand.

公部門站在主要的資金提供者，並鼓勵企業加入贊助行列，支持表演藝術團體的持續發展。但是，有限資源面對眾多的申請者，資源提供者(公部門以及企業部門)，大都採取被動的態度，受理申請。這種傳統的資源提供模式，採取名額多、補助額度少的方式。因此，為爭取更多的資源，表演藝術團體必須在不同部門之間奔走，尋求資金挹注的最佳組合。此一模式，長期以來，造成資金提供者與資金需求者(表演團體)，雙方在資源交換的效率低、交換後雙方都不滿意；就社會行銷的觀點而言，如此的交換模式耗損相當高的交易成本，資源無法有效的整合與運用，無法創造最大的社會效益。使得公部門、企業、表演團體都急於尋找資源有效運用的良方。 以發掘商業組織為對象的創業投資，運用到以非營利組織為對象。透過策略管理的方式慎選投資標的，建構可以創造高社會報酬的計畫，稱為公益創投。本研究假設，公益創投可以運用在以創意為核心表演藝藝術產業，探討表演團體接受公益創投的可行性。公益創投主動尋求投資之標的，長期參與不僅投注資金，也投入人力以及各項資源。並要求達成設定的績效目標以及價值與利潤的回饋。 經由文獻探討，並以實務經驗者參與焦點座談的方式，實際模擬遴選準則以及實務上可能之標的等。發現對於公益創投的模式，表演藝術團體是有條件的接受，在尊重藝術創作的前提下，它提供一套系統化的投資方式，提昇資源應用的效率，創造更高的社會效益。讓有潛力的團體，能夠在需要的時機被主動發掘，成為重點投資的對象。是傳統藝術資源運用模式之外的另一項具有策略性的選項。建議，在現有的資源中提出一定的比例，採行公益創投的模式重點投資值得發展的計畫。 / The public sector plays a prominent part as the primary funding channels for performing arts groups as well as appeals to the private sector for joining the funding game. Limited funding resources have proven to be challenged for numerous fund-seeking applicants. The resource providers (public and private funding sectors) have been known to take on a passive attitude—accepting, assessing and allocating sent applications. This traditional interaction frequently adapts the “more dividers, less grant” model. In turn, performing arts groups spend more time circling different funding departments, in search of the best funding combination to meet their needs. This long-adopted method has caused low efficiency on both the funding providers and the funding seekers. Both parties rarely exchange their resources and even when do so, rarely are both parties satisfied with the mode of exchange. Taking the view of social marketing , this exchange pattern not only results in transaction costs, resources are left ineffectively integrated and therefore fails in reaching the best social beneficiary. Foreseeing hazardous future in funding, public sectors, enterprises and performing arts groups are jumping to find best applicable measures to resource integration. Seeking venture capitals to invest in nonprofit organizations. Weighing through strategic management and invest in the chosen organization to create high social rewards is “Venture Philanthropy”. This study hypothesizes Venture Philanthropy can be exercised on performing arts industry and based on this hypothesis, the study will discuss the feasibility of performing arts groups accepting Venture Philanthropy. Venture Philanthropy actively seeks investment target which not only participates in capital for the long run, but also puts forth human resources and other related assets. Investors must ask for the achievement of the assumed goal and the feeback of values and profits. In-depth research in literatures, seminars of administrators in performing arts groups, simulating panel selection with prospective invested candidates, this study finds Venture Philanthropy module is conditionally accepted by performing arts groups. Under the premises that investors trully respect artistic originalities , Mode of Venture Philanthropy provides a systematic investing frame and by increasing the efficiency of applied resources, highly beneficial results are introduced to the society. The module allows potential arts groups to be actively sought out in need time and become key investments. This boasts another strategic opportunity outside the traditional interaction between performing arts groups and funding sectors. In conclusion, it is highly suggested that a certain percentage of the existing resources can be released as Venture Philanthropy module to amplify deserving and potential groups .

從時代趨勢中洞悉到女性創業議題的重要 ，爰發現青輔會「飛雁專案」下之非預期性政策產出(「中華飛雁創業互助協會」)的關鍵地位與價值，於檢視該組織背後的脈絡因素中覺察到「新制度主義之鑲嵌性概念」與「動態社會資本理論建構」間不謀而合，除確立女性創業環境下公部門（青輔會）、非營利組織（中華飛雁創業互助協會）及個人(微型女性創業者)間之互為鑲嵌關係，更因該組織成立而點明女性創業之動態社會資本建構過程，調和過去二元價值對立的窘境，透過實務與理論間交互檢證，開創女性創業、非營利組織及社會資本理論間之新紀元。 / Owing to the key status and value of the Women Entrepreneurs Association of Taiwan (WEAT) and unpredictable policy output of the“Free & Yong Program ”of National Youth Commission of Executive Yuan (NYC), this paper seeks to identify the importance of current trend issue about women entrepreneurship. In viewing the inner factors of the organizational context, I find there’s a coincidence between the“ embedding concept of new institutionalism” and “dynamic construction of social capital theory”. It not only sets up the correlation among Gov (NYC), NPO（WEAT）and individual (women mircrobusinesses entrepreneurs), but also makes the process of dynamic construction of social capitals in women business clear, harmonizing the paradox of structural/rational dualism in the past. The Interviewing and case study design are mainly employed methods in this research to cross-check practice and theory and thus depicts a better interaction among women entrepreneurship, NPO and social capital theory.

隨著台灣民主的多元深化，各種公共政策議題的倡議也愈趨複雜細膩，而利益團體及非營利組織在政策制訂過程的地位也愈趨重要，但實務上，台灣的非營利組織在政策制訂過程中的地位仍屬模糊，特別是在立法過程中的角色扮演與策略選擇，不僅在理論層次的研究中缺少關懷，在實務操作層次上也未獲一般的非營利組織重視，而使得非營利組織在政策立法過程中的未能適切的發揮其應有的功能。因此，本文希望透過非營利組織理論和議題倡導策略分析的結合，建構一個非營利組織在我國立法運作中倡導議題的基本框架，並作為未來相關非營利組織在立法過程中策略選擇的參考依據。 以非營利組織相關理論和公共政策類型區分，可知相關的組織角色和政策類型種類繁多，但本文限於研究範圍，主要將關注於「價值維護者」非營利組織對於「管制性政策」在立法過程中的倡導策略，並選擇以董氏基金會推動「菸害防制法」修訂作為主要的研究個案。本文並以立法過程作為時間的縱面，切割為程序委員會及院會一讀的「立法形成期」、委員會審查的「法案角力期」和黨團協商及院會二三讀的「折衝妥協期」等三個階段，分別分析董氏基金會在不同階段推動「菸害防制法」修訂所採取的各種議題倡導策略，並透過深度訪談等方式蒐集資料，對其所運用的議題倡導策略的利弊得失進行審視評估。 本文研究發現，董氏基金會在歷時兩年半的菸害防制法修法過程中所採取的議題倡導策略，主要有「道德化『困窘策略』的策略主軸」、「結合媒體訴求的行動策略模式」、「單一而執著的直線操作」等幾項特點，而可能忽略了立法院妥協的議事文化、並對於立法院議事技巧不夠熟悉，從而造成菸害防制法修訂的延宕與議題倡導的挫敗。從董氏基金會推動菸害防制法的案例中，本研究認為，有關國內非營利組織進行議題倡導及立法遊說時，最為缺乏而急迫需要的，就是議題倡導及立法遊說的專業化訓練，因此建議我國非營利組織應該加強對於在立法過程中議題倡導策略的專業訓練，使其能夠更為順暢地完成其議題倡導的使命。 關鍵字：非營利組織、議題倡導、立法過程、董氏基金會、菸害防制法 / As the democracy in Taiwan became more intensely diversified, the promotion of various types of bills on public policies turned more complex and more delicate. In addition, the status of both profit-bearing and non-profit organizations in the process of policy establishment also became rather important. However, practically, the status of Taiwan’s non-profit organizations in the process of policy establishment is still blurred especially in the role-play and the strategy selection in the process of the theories of non-profit organizations, bill promotion and strategy analysis, and to use the research findings as a reference for the relevant non-profit organizations in strategy selections in future legislation processes. It is evident that there are various types of relevant organization roles and policies if the categorization is divided into the relevant theories for non-profit organization and the types of public policies. Due to the limitations on the scope of research, this paper mainly focuses on the promotion strategies of the “value guardian”, the non-profit organizations on “control policies” in the legislation processes. Furthermore, the establishment of the “Tobacco Hazard Prevention and Control Act” promoted by John Tung Foundation, is selected as the main case study for the research. This paper then takes the period of legislation process as the timeline and divides the time into 3 stages: the “legislation formation period” for the Procedural Committee and where the 1st Reading is passed by the Legislation Session; the “bill wresting period” where the bills are examined by the Committees; and the “negotiation period” where negotiations take place between the parties and the organizations and the 2nd and 3rd Readings are passed by the Legislation Session. The 3 different stages are used to analyze the various types of bill promotion strategies employed by John Tung Foundation in the promotion for the establishment of the “Tobacco Hazard Prevention and Control Act” in the different stages, where information are collected through in-depth interviews and other methods to undergo examinations and evaluations on the pros and cons in the bill promotion strategies used. It is found in this research that a number of characteristics including the “strategy focus of a moralized ‘impoverished strategy’”, the “mobile strategy model that combines media appeals”, and the “single and persistent linear operation” are the main bill promotion strategies taken by John Tung Foundation in the promotion for the establishment of the “Tobacco Hazard Prevention and Control Act” that took 2.5 years to get through. The bill discussion culture and the compromise of the Legislative Yuan may have been neglected and the unfamiliarity with bill discussion techniques in the Legislative Yuan may have caused the delay and the failure of the bill promotion in the establishment of the Tobacco Hazard Prevention and Control Act. This research feels that from the example of John Tung Foundation’s promotion of the Tobacco Hazard Prevention and Control Act, the most lacking and the most urgently required for local non-profit organizations in bill promotion and legislation persuasion would be the professional training for bill promotion and legislation persuasion. It is therefore recommended that the local non-profit organizations should strengthen their professional training for bill promotion strategies in the legislation processes in order for them to smoothly complete the mission in bill promotion. Keywords: Non-profit Organizations, Bill Promotion, Legislation Processes, John Tung Foundation, Tobacco Hazard Prevention and Control Act.

行銷源自企業界，而行銷大師菲利普，科特勒(Philip Kolter)將行銷應用於非營利機構中，除了可以開拓財源之外，更可以有效地達成非營利機構中重要使命(Mission)。 而博物館屬於非營利機構的一種，加上處於競爭十分激烈的現代，行銷已成為不二法門。博物館行銷在八○美國廣泛運用以來，已有二十餘年；其間，有些博物館因運用行銷策略，從沒沒無聞至聲名大躁；有些則從倒閉邊緣起死回生；而有些則一直保持其巔峰的地位。博物館行銷不僅能吸引更多觀眾、開發資源、籌募經費等利益，更幫博物館建立起其特定的形象。我國博物館近幾年來成長速度迅速，同時，博物館之間所面臨的競爭壓力相對提高，不但要和同行，更需要和其他行業競爭。目前國內博物館在面臨種種壓力之下，已開始重視到博物館行銷之重要性及可行性；然而，大部份的博物館對行銷觀念仍不清楚，常常將促銷當作是博物館行銷之錯誤觀念。 有鑑於以上之觀察，本研究嘗試藉由國外博物館行銷之成功經驗及相關理論探究博物館行銷之本質，並以美國紐約大都會博物館為典範，試圖整理出博物館行銷之模式，並以國立歷史博物館之行銷工作為個案研究之對象，瞭解其博物館行銷之現況與問題所在，進而給予建議，期望能作為國內博物館在進行博物館行銷工作及後續相關研究之參考。 在研究最後，針對現今國內博物館在執行行銷工作時所面臨的之重要課題，提出七項建議：（一）提供博物館內行銷工作的層級；（二）統一博物館行銷業務；（三）培養博物館行銷人才；（四）開發市場，瞭解觀眾需求；（五）做好博物館行銷評鑑工作；（六）博物館行銷之在職訓練；（七）積極開發社會資源。

公益信託係以慈善、文化、藝術、宗教、祭祀或其他以公共利益為目的之信託，其形式所有與實質所有分離之架構及無基金門檻之限制，較能達到責信功能與便利設立之優點，故應可發展成非營利組織之重要型態；惟我國公益信託制度直到2005年年終，信託法立法已近十年，2001年修正通過的各信託稅法，明訂在符合一定條件下，捐贈者享有稅賦減免，且國內外文獻對公益信託制度亦多有介紹，何以國外可以發展蓬勃之制度，在我國卻遲遲無法推展？因此本文主要研究公益信託無法推展之原因，與如何推展公益信託制度。 本文除介紹公益信託法制，另舉財團法人與公益信託作一比較，此外，以個案研究實例，說明公益信託實務之運作，並探討公益信託整體環境之發展。 公益信託型態之非營利組職，何以至今尚未普遍設立，本文以為原因如下： 一、捐助者與社會大眾，仍習慣於社團與財團等型態之非營利組織，對於公益信託之設立、運作與功能較不明瞭。 二、因稅法規定，為享受租稅減免，則受託人必須是信託業法所稱之信託業，為其必要條件之一，因此委託人將有下列幾項考慮： 1、受託人(信託業)執行信託事務時，是否會與委託人設立公益信託之理想不 一致? 2、受託人(信託業)是否有足夠的事務經營能力? 3、不可諱言，亦有部份人擔心受託人係信託業，以致其監督機制較嚴，而影響其設立意願。 三、 我國信託業就公益信託之業務，尚於發展階段，而不具經濟規模，因報酬、人才及法律責任之考量，亦降低其承接意願。 四、我國傳統社會價值觀念的影響，即使捐贈財產成立非營利組織，仍希望有控制權，因此對於公益信託由受託人，管理或處分財產，較不能接受。 五、成立公益信託必須符合各目的事業主管機關頒布之監督準則及許可，增加設立公益信託之困難。 本文最後認為，公益信託設立無最低基金門檻、支出不受達收入百分之七十以上之規定、基金及收入無運用與存放金融機構等限制，以上簡便與彈性之優點，若能妥善運用，對整體非營利事業之發展應有助益，當然其並非取代其他非營利組織，而係提供從事非營利事業者，另一型態之選擇。 / Public trust has the following purposes: charity, culture, art, religion, sacrifice offerings, and other public interests. It is relatively more capable of achieving accountability and convenient establishment because its structure separates real possessions from nominal possessions and it doesn’t have restrictions on funds. Therefore, it is a potential fundamental form for non-profit organizations. To the end of 2005, domestic trust laws have been established for nearly ten years. Amendment of trust tax laws in 2001 has specified that under certain conditions donators are eligible to tax reductions. There have also been many introductions to the public trust system in domestic and foreign documents. How is it then that a flourishing system overseas can’t be implemented domestically? Therefore, this article studies the reasons that public trust has been unable to be implemented and how it should be implemented. This article introduces the public trust legal system and also compares legal foundations with public trust. Furthermore, it uses case study to describe the operation of public trust practices and discusses the development of the overall environment for public trust. This article believes that the reasons for the uncommon establishment of non-profit organizations in the form of public trust are as follows: 1. Donators and the public are more accustomed to non-profit organizations in the form of a corporation and legal foundation and do not understand the operation and functions of public trust. 2. According to tax laws, the trustee must be a trust enterprise defined by the trust enterprise act in order to enjoy tax reductions. Therefore, the client should have the following considerations: 1) When executing trust affairs, will the trustee (trust enterprise) have the same ideal as the client for establishing public trust? 2) Does the trustee (trust enterprise) have sufficient business operation abilities? 3) The willingness for establishing public trust is influenced by worries that the trustee is a trust enterprise with strict monitoring mechanisms. 3. Domestic public trust affairs are still in the development stage and don’t possess economic scale, considerations for return, personnel, and legal responsibilities have also lowered the willingness of clients. 4. Due to the values of our traditional society, donators wish to have control over non-profit organizations established from their donations, which is why they are unable to accept public trust which allows the trustee to manage and handle assets. 5. The establishment of public trust must conform to the monitoring principles of supervising institutions and be approved of, which increases the difficulty of establishment. Finally, public trust has no restrictions on minimum funds, how funds and income are to be utilized, if funds and income are to be deposited in financial institutions, and whether or not expenses should exceed seventy percent of income; this article believes that the development of the overall non-profit business should benefit if the simple and flexible advantages listed above are thoroughly utilized. Of course this article is not saying that public trust should replace other non-profit organizations, it is merely providing another option for those who wish to enter the non-profit business.

校（院）所組別：國立政治大學資訊管理學系碩士班 頁數：185 畢業學年度及學位別：九十學年度 第二學期 碩士論文 研究生：林俊伊 指導教授：楊亨利博士 論文名稱：非營利組織推動顧客關係管理對顧客造成信任和關係承諾之影響－以產業同業公會為例 論文提要 本研究試圖以玩具產業同業公會為實證對象，著手來探討非營利組織和顧客之間建立信任和關係承諾的原因為並研究建立顧客信任和關係承諾之後的後續影響。 本研究以非營利組織－玩具公會和其會員為研究標的，探討顧客對於公會信任和關係承諾的形成原因以及信任和關係承諾對於雙方未來合作意願的影響，並參考國內外文獻列舉出「資訊科技運用能力」、「資訊科技運用業務的程度」、 「顧客關係管理的應用程度」、「服務人員的特質」、「服務人員和廠商之間的關係」「組織特質」、「分享價值」、以及「關係成本利益」等變數描述建立信任和關係承諾的原因，進而影響未來合作意願，以形成本研究之架構。在非營利組織特質之中，本研究舉出非營利組織名聲、非營利組織規模兩個因素代表之；在服務人員和廠商之間的關係變數中舉出服務時間以及廠商對服務人員的喜歡、相似作為研究變數；在服務人員特質方面則以專業素養和公益服務熱忱作為研究變數，服務人員的特質與服務人員和顧客的關係會影響到顧客對服務人員的信任，進而影響到顧客對非營利組織的信任；而顧客關係管理的應用程度包括了非營利組織對顧客客製化服務的程度和非營利組織對顧客的了解。本研究為了實證的需要，從觀念性架構中進一步發展出實證研究架構，將部分變數分為「目前現況」和「期待未來」兩種情況。 本研究使用SPSS for Windows Release 8.0.1中文視窗版統計套裝軟體，針對所收集之資料進行統計分析。為符合研究目的，研究透過三個階段進行資料的分析，首先分析各構面之認知情形，按著為了分析各構面間的互動關係做相關分析和複迴歸分析，最後能以路徑分析進行整體架構分析與驗證。 本研究之結果發現資訊科技的運用能力能夠增加資訊科技支援業務的程度，並正向影響公會推動顧客關係管理的應用程度；服務人員特質會影響到廠商對服務人員的信任，並進而影響廠商對公會的信任，同時對服務人員的信任也是影響對公會信任最重要的因素；關係成本利益和信任正向影響到關係承諾；分享價值和組織特質封信任和關係承諾無顯著影響。本研究亦發現實證結果實施顧客關係管理可能會造成廠商對公會信任程度的降低，因此在研究結論方面，本研究建議公會若想要推動顧客關係管理是有步驟的，首先必須要有明確的目標，讓會員知道實施顧客關係管理會得到的好處，同時若是要實施顧客關係管理，就必須在目前公會會務推動上的作業程序上作規劃和調整。接下來公會利用資訊技術將會員加以分群，針對不同群的會員來規劃不同的會務活動，在會務活動執行的時候，要能嚴格監督、控制，並在事後加以檢討。會員所希望的顧客關係管理，並非只是由公會來向會員索取資料來做不明的用途，而是一連串規劃周詳嚴密的措施，如此一來會員才會樂於提供資料，不會擔心資料會有被揭露的危險，進而降低會員和公會之間的信任。 【關鍵詞】 非營利組織 (Non-Profit Organization) 顧客關係管理 (Customer Relationship Management) 資訊科技 (Information Technology) 信任 (Trust) 關係承諾 (Relationship Commitment)