近幾年來隨著台灣的經濟、政治、社會的激烈變化，非營利組織為因應不同動機與需求，如雨後春筍呈現蓬勃發展。但是在資源極度競爭下，非營利組織要能因應環境的變化，獲取有利資源，發揮有效的服務，建立良性的發展運作，才能使組織永續經營；所以在非營利組織的管理知識與技術中，以事件行銷方法，為達成使命與目標或是提昇服務品質的有效工具，最為非營利組織所採用。
本研究以法鼓山舉辦活動中一些較成功的事件行銷個案作為研究對象，選擇這些活動雖然是含有主觀因素，但考慮各種活動的差異及特色，故選出的活動案例也有特定的原因。「2005年法鼓山世界佛教教育園區落成開山大典活動」是在計劃永遠趕不上變化的情況下，運用大量專業執行人力，獲得社會大眾及全球媒體關注，成功地達成廣宣目的；「2004年WYPS世界青年和平高峰會台北論壇活動」是跳脫兩岸政治籓籬，獲得聯合國教科文組織授權於台北舉辦的國際性論壇活動；「2002年隋代古石雕阿閦佛頭像復歸活動」是聯合國將2002年定為文化遺產年後，法鼓山適時透過具體行動，成功地推動古蹟文物保存工作，也開啟與連結兩岸宗教、學術與歷史文化交流的善門與契機；「2002年暑期心靈環保體驗營活動」是法鼓山知名度高的營隊，每年報名相當踴躍，活動深獲青少年朋友的歡迎，相關軟硬體規劃也獲得政府公部門認證與肯定。
針對法鼓山四個事件行銷個案，本研究依其企業組織構面、目標族群構面、傳遞訊息構面、傳遞媒介構面進行歸納分析探討，研究發現法鼓山這四個事件行銷個案都具有相當成效。這些成效主要是有良好的活動策劃，再加上有效的執行所致，除此之外，整體社會環境亦是很重要因素。而且法鼓山實證個案的行銷活動由於掌握Kotler社會行銷概念中「企業、消費者、媒體」的三構面，並擁有充分的成功要素，而能實際達成甚至超越組織初始設定的活動目標。茲提出以下九點研究發現，(一)顧問群的強力支援(二)彈性的活動專案組織設計.(三)功能完善、專業分工的義工支援系統(四)健全的管理風格與專業幕僚團隊(五)領導者的個人魅力及企圖心 (六)社會大眾（信眾）需求導向應用(七)淡化宗教色彩是吸引傳播媒體報導、民眾參與的主要因素(八)基本捐贈者維繫(九)專業化媒體策略運用。以作為其他非營利組織日後舉辦活動之參考建議。 / In recent years, Taiwan has witnessed drastic economic, political and social changes. In response to these changes, numerous nonprofit organizations (NPO) addressing different causes and needs have emerged. But in an extremely competitive environment, NPOs must seek out beneficial resources, offer efficient services and establish healthy development and operations to adapt to the environment and achieve continuity. In the management knowledge and techniques of NPO operation, the approach of marketing events and activities have been proven to be effective tools in achieving goals or enhancing service qualities. And this is why it has been used most extensively by NPOs.
This research has chosen specific successful marketing cases of Dharma Drum Mountain Organization (DDM)as research subjects. Though the selection of these events would imply a certain degree of subjectivity, given the characteristics and differences between these cases, the choice for these case studies has been deemed to be justifiable.
Regarding the four case studies of marketing from DDM, this paper has provided conclusive analyses on these cases on the aspects of corporate structure, targeted groups, information relay and its mediums. The research has discovered that all four case studies of marketing efforts by DDM produced desirable results due to well-thought-out activity planning and effective implementations. The entire social environment has been a critical factor in DDM’s successes. In addition, from these case studies, it is evident that DDM has a good grasp of Kotler’s social marketing concepts and the three sides of the concept: “enterprises, consumers and media”. With adequate elements for success, the DDM not only achieved the goals it had set for these events, but also received results beyond its expectations. The paper offers nine points of research findings as suggestions and references for other NPOs planning to organize events in the future: (1) powerful support and back-up of an advisory group, (2) flexible designs of activity project organization, (3) a full-functional and dedicated volunteer support system, (4) a sound management style and a crew of professional advisors (5) highly motivated leaders with charisma, (6) the orientation application of demands from the general population (followers), (7) mitigating religious touches to attract media courage and people’s participation, (8) keeping in touch with rudimentary donors and (9) deployment of professional media strategies
| Identifer | oai:union.ndltd.org:CHENGCHI/G0929320171 |
| Creators | 藍家正, Lan, chia-cheng |
| 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 |
Page generated in 0.0023 seconds