Non profit organization do not focus on marketing strategy since its¡¦ purpose is not
making profits; however, the numbers of non-profit organizations is increasing rapidly, it is
more competitive among the organizations to share the resource such as volunteer workers,
donation and service customers. Therefore, putting no efforts but just waiting for donation is
no longer helpful to non-profit organizations, learning how to adapt marketing strategy to
non-profit organization becomes inevitable to all the non-profit organizations.
The purpose of the research is to learn marketing strategy from Eden Social Welfare
Foundation. We use marketing mix to analyze its¡¦ new product ¡§Eden Oversea Working
Holidays¡¨, and to see if it can help meet Eden¡¦s requirement to achieve its¡¦ goals and
missions. Also, we put the case into some theories and models through literature review, try
to find out the advantages and weaknesses of the product, and summarize the results in order
to let other non-profit or profit organizations to refer to.
The scope of the research includes recent situations of non-profit organizations in
Taiwan, and most of the oversea volunteer work camps held by charity foundations. We try
to analyze all its competitors and then give a brief introduction of Eden Social Welfare
Foundation and the department which hold the activity ¡§Eden Oversea Working Holidays¡¨.
We had an interview with manager from Public Welfare Center in Eden, and summarize the
results and our findings as following:
(1)On-line marketing and word of mouth is more proper if use on long-term strategy since it
takes longer to see the efforts.
(2) People nowadays are no longer satisfied with normal travel package.
(3)It¡¦s feasible to adapt the concepts of after-sales in tour industry.
(4) The best way to earn customer¡¦s trust is to let them see and join your service.
(5)Inviting old customers to speak for your product not only make them feel successful but
also cost less.
In the end of the research, we gave some advices to Eden Social Welfare Foundation
and people who want to continue the topic of research.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0701111-142642 |
| Date | 01 July 2011 |
| Creators | Hsuan, Yuan-Fan |
| Contributors | HUANG, Pei-how, Fong, Cher-Min, Tseng, Cher-Hung |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0701111-142642 |
| Rights | not_available, Copyright information available at source archive |
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