本研究是探討非營利組織中佛教團體之事件行銷活動。在非營利組織日益蓬勃發展的現代社會中，如何適當的運用事件行銷以提升組織知名度，並獲取資源已經成為每個非營利組織團體思考的重要課題。
本研究藉由了解佛教法鼓山團體之實際事件行銷活動個案內容，透過下列四項構面分析以深入探討事件行銷之成功要素，並獲致以下數點重要結論：
企業組織構面：
一、 宗教團體領導人享有崇高知名度與魅力是活動成功的最佳保證
二、 宗教組織之幕僚單位委由外聘之專業經理人執行將使活動之籌備更有效率、更加成功。
三、 組織功能完善、分工專業的義工支援系統是活動成長的最佳助力。
目標族群構面：
一、 以客戶(信眾)需求為導向並重視客戶(信眾)滿意度是維護信眾關係的不二法門
傳遞訊息構面：
一、 活動同時兼具文化、教育功能，不以宗教為單一呈現方式是吸引傳播媒體報導、民眾熱烈參加的主要因素
傳遞媒介構面：
一、 正確的媒體策略，可收畫龍點睛、事半功倍之效果
採取主動出擊的策略，並採取下列重點
1. 良好的公關議題設定
2. 善用各項媒體資源
3. 以網路媒體為資訊平台中心 / The Exploration of the Event Marketing in Religion Type Non-profit Organizations
—Based on Dharma Drum Mountain examples.
Non-profit organizations have developed enormously in modern society. It has become a great issue for NPOs to apply event marketing to be well-known and obtain resources. This research is subject to exploring the event marketing in Buddhism organizations as non-profit organizations.
In this research, by studying the practical event marketing campaigns of Dharma Drum Mountain, a well-known Buddhism organization, researcher analyzed in four dimensions to further find out the success factors of event marketing. Here are the main conclusions for each dimension:
A. Dimension on Business organization:
1. The esteemed fame and attractiveness of religion organizations’ leadership is the best guarantee for the success of campaigns.
2. To prepare a campaign efficiently and successfully, it’s better to hire a professional manager from outside organization.
3. A well-organized and professional-diverse volunteer support system is the best aid for campaign.
B. Dimension on Target group:
1. To focus on the needs of clients (followers) and respect their satisfaction is the only way to maintain the relationship with them.
C. Dimension on Transferred message:
1. A campaign should contain culture and education function. Not just presenting religion message is the major factors that attracts the press report and gets the public attend.
D. Dimension on Transferring media:
1. A correct media strategy will get strong effect. It’s important to take active plan and follow the points as below:
(1). Well-defined public issues.
(2). Make good use of every media resources.
(3). Design information platform with online media tool.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0899321931 |
| Creators | 江奕辰, yi-chen chiang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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