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研究生:黃怡婷
研究生(外文):HUANG,YI-TING
論文名稱:非營利組織整合行銷傳播應用之探討-以M公司為例
論文名稱(外文):The Study of the Integrated Marketing Communications for Nonprofit Orginizations-A Case Study of M Company
指導教授:林懿貞林懿貞引用關係
指導教授(外文):LIN,YI-CHEN
口試委員:林清河曾文宏
口試委員(外文):LIN, CHIN-HOTSENG,WEN-HONG
口試日期:2017-06-26
學位類別:碩士
校院名稱:國立臺南大學
系所名稱:經營與管理學系科技管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:50
中文關鍵詞:整合行銷傳播非營利組織個案研究社群媒體
外文關鍵詞:Integrated Marketing CommunicationsNPOCase StudySocial Media
相關次數:
  • 被引用被引用:1
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近年國內非營利組織日益增多,面對社會國家社會議題,付出不遺餘力,在解決現有國家政策制度之時,如何能同時運用整合行銷傳播為非營利組織建立完整的流程與行銷架構,進而提升其行銷力及傳染力,是很重要的課題。本研究目的主要以整合行銷傳播理論,探討非營利組織實務上執行整合行銷傳播之策略與完整性,並分析非營利組織在整合行銷傳播之六大構面執行現況與運用社群媒體工具之程度。本研究透過研究對象M個案公司,採半結構式訪談法,進行個案研究分析,以了解M個案公司整合行銷傳播模式現況,藉此發覺影響非營利組織執行整合行銷傳播時,可能遭遇之阻礙及可反應之對策。
經本研究分析了解M個案公司透過整合行銷傳播六大構面之探討,可明確了解到M個案公司在行銷傳播策略上的實體運作模式,針對不同的內外群體,採用相異行銷傳播方式與內容,持續性的傳遞一致性的企業形象與組織定位。並對外建構多重溝通管道與回饋機制,與客戶間溝通上無阻礙,另外,搭配社群媒體工具的巧妙運用,增加消費者對企業品牌的深刻印象,對公司產生忠誠度及認同感,無形提升傳播品質,也能與內外群體能維持長期互動合作的夥伴關係。

In recent years, there are more and more non-profit organizations (NPO) in associate with social and country’s issues. Unitizing integrated marketing communication (IMC) to build the flow path and marketing structure is important for NPO to stand out from competitions and to accumulate influences. The purpose of this study is to use the six dimensions of the framework of IMC and relationships of NPOs and the social media to examine how well NPO applied IMC. In this study we use semi-structured interviews to probe into the case M company applying IMC and try to solve the problems in the NPO.
The M company adopted diverse marketing ways and contents to deliver the consistency of its corporate image and organization orientation continually for different groups within the company. It also built up multiple communication channels and feedback mechanism for external groups. With such means using the tool of social media, the M company branded a deep impression and the identity of the company, and kept the good long term interaction with internal and external groups.

謝辭 i
中文摘要 ii
英文摘要 iii
目次 iv
表目次 v
圖目次 vi
第一章 緒論 1
第一節 研究背景、動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 非營利組織概論 5
第二節 非營利組織行銷 8
第三節 整合行銷傳播 10
第四節 社群媒體應用 14
第三章 研究方法 16
第一節 研究對象 16
第二節 個案研究方法 17
第三節 資料蒐集 19
第四章 個案分析 21
第一節 個案公司簡介 21
第二節 M個案公司行銷傳播現況數據分析 25
第三節 訪談結果與分析 29
第四節 社群媒體對個案整合行銷傳播六構面探討 39
第五章 結論與建議 42
第一節 研究結論 42
第二節 研究貢獻與實務意涵 44
第三節 研究限制與未來研究建議 46
參考文獻 47
附錄 50





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