Abstract
Since non-profit organizations (NPO) in Taiwan have been developing rapidly, they have to compete for the limited resources in the society. In the meantime, the depression has made the government increase its budget deficit so industry and people reduce their donation. Waiting for the donation can no longer cope with the service cost. Non-profit organizations (NPO) begin to learn to construct and apply commercial marketing channels, and think how to use the least resources, manpower and equipment to frame suitable marketing channels. Thus, they can get what they need and provide service to invite more people to attend public welfare so as to create the greatest value for the society. This is the motif of the research.
The purpose of this research is to investigate the relativity between the service specialty of non-profit organizations and the variety and proficiency of marketing channels hoping to achieve the purposes. First, what are the differences between service characteristics and gaining resources of non-profit organizations in choosing marketing channels. Second, what are the contents and levels of marketing channels for non-profit organizations. Third, what are the proficiency orientations on raising resources and service promotion of the marketing channels chosen by non-profit organizations.
This research adopted literature analysis and case studies. We chose eight non-profit organizations which provide the welfare for the mentally and physically challenged, the so called social charity groups, and interview them about the relations between their service and marketing. The results are as follows:
1. Marketing channels of non-profit organizations are similar. However, the differences of individual mission statement, service specialty and resources will influence their choice on major marketing channels.
2. To achieve missions with rare resources, singular and multiple marketing strategies are suitable for non-profit organizations
3. The construction of organization channels depends on the cooperation of outer organized systems. Therefore, the cooperation model among channel members will influence the effects of marketing channels.
4. Non-profit organizations have not established sound estimated mechanism on their chosen marketing channels for raising fund and service promotion.
5. Digital marketing channels are new marketing ones to be learned.
At the end, this research makes a conclusion and gives some suggestions according to the analyzed discussions of the investigations above. We hope that it can provide a reference for marketing fellows in industry and non-profit organizations, and for further research.
Keywords£ºNon-profit organizations (NPO)¡¢Marketing Channel
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0329107-170829 |
| Date | 29 March 2007 |
| Creators | Fang, Hsueh-yuan |
| Contributors | none, Hsiang Chen, none |
| 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-0329107-170829 |
| Rights | not_available, Copyright information available at source archive |
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