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研究生:童瑞陽
研究生(外文):JUI-YANG TUNG
論文名稱:廿一世紀獅子會的新藍海
論文名稱(外文):New Blue Ocean Strategy of Lions Clubs for the Twenty First Century
指導教授:江向才江向才引用關係
指導教授(外文):Alan Hsiang-Tsai Chiang
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:181
中文關鍵詞:社團個案研究藍海策略非營利組織國際獅子會
外文關鍵詞:ClubsNonprofit OrganizationBlue Ocean StrategyCase StudyLions Clubs International
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國際獅子會遠在1917年創立迄今,已有90多年歷史,遍佈200個國家及地區,擁有大約 130 萬男女獅友的國際性網路。1970年後,國際獅子會經歷了蓬勃發展期,並進入高度成長期。至2000年前後,達到高峰,有將近四萬五千多個分會,擁有將近150萬個會員遍佈於世界各地。然而由於近年來台灣地區社會經濟型態改變、外部環境遭受變革,許多「非營利組織」紛紛崛起且相互競爭,造成台灣國際獅子會得面臨,「會員人數的流失」與「內部經營效率不彰」等問題。如今獅子會面對著存活嚴苛的考驗,其未來的經營發展也受到各界的關注。

本研究以「台灣國際獅子會的新藍海」為研究主題,選取台灣地區獅子會MD 300 C2區的兩個分會為研究個案。採用「個案研究法」為基礎,並透過文獻分析、深度訪談以及參與觀察來進行資料蒐集。以質性分析為主軸,配合部分量化分析為輔,進行本研究的分析,進而推演本研究的結論與建議。

本論文探索兩大研究問題:一、 目前獅子會所面臨的問題及困境為何?二、獅子會近年來針對面臨問題所提出之建議。經由研究發現,獅子會所面臨種種層面的問題包括:人才培訓不足、缺乏「團隊精神」、「有效率的獎勵升遷制度」及「領導人才」、負面社會形象,無法輔合社會大眾的需求、會員人數減少、沒有適當並有效率的使用會費等。由質性與量化的研究結果,針對獅子會所面臨的問題,研究對象所提出之建議策略包括:增設「進修研習課程」、著重「心靈提昇輔導及訓練」、「增加會員福利,創造入會價值」、「訓練口才與溝通技巧」、提供「個人成長機會」、、「增進朋友友誼與交友」、重新定位使命與目標,以使命傳達,帶動改革創新、創新活動內容以便建立「更正面的社團文化」、提昇獅子會的「品質與形象」,並採用「企業化」經營方式、「減少開支,節省資源」、「將錢運用在更多社會服務上」等建議。除此以外,本研究也針對「獅子會的新藍海」及「後續研究」提出相關建議,期望能為獅子會定位出明確的存在價值觀與核心願景。研究結論所診斷出獅子會存在的問題,可作為獅子會領導團隊往後的改善方向,期盼達成「會員成長」的長遠目標。也期望此研究的相關建議,能對我國以「社團」為主的「非營利組織」的發展,有所助益與貢獻。
The association of Lions Clubs International (LCI), claimed as the world’s largest secular service organization, founded in 1917 and has a long history of more than 90 years. It has established an international network of around 1.3 million members in more than 200 countries worldwide. Lions Clubs in Taiwan also experienced high growth and development in the economic booming period of the 1970s. In general, LCI peaked in 2000 and possessed approximately 45,000 division clubs and 1.5 million members worldwide. However, Lions Clubs in Taiwan has started to face the increasing competition from other non-profit organizations in recent years, as a result of significant changes caused by social and economic reforms as well as external environmental forces. The effects of these changes have dramatically resulted in various problems such as continued declining numbers of members, the occurrence of inefficient management and so on. As these problems have occurred, LCI is now confronting a crisis of survival and its managerial aspects at various levels are now facing a new challenge.

Thus the study intends to search for the new blue ocean strategy (strategies) of Lions Clubs in Taiwan. The study adopts the ‘case study approach’ as the research method and two division clubs in Multiple District 300 C2 in Taiwan were selected and evaluated with in-depth interviews. In this research, the information gathered was analyzed by means of literature review, archive records, direct observation, participating in observation, and in-depth interviews. In particular, the results are mostly interpreted using the qualitative method whereas some portion of the quantitative method is used to ensure the reliability of the research. The implications and suggestions are also discussed based upon the results.
The study tries to examine two research questions: (1) what are the problems and difficulties that Lions Clubs in Taiwan are facing? (2) what new strategies have Lions Clubs in Taiwan implemented in order to cope with these problems? The results suggested that the problems of Lions Clubs in Taiwan were: (a) insufficient training for human capital; (b) lacking in ‘team spirit’, an effective system of rewards and promotion based upon performance, and talents with leadership; (c) negative social image; (d) failure to meet the needs of the general public; (e) declining memberships of Lions and so on. The results also showed that the possible strategies suggested by informants so as to solve these problems were: (a) organizing classes for further education, (b) improvement on members’ inner values, (c) improvement on members’ welfare, (d) training for eloquence and communication skills, (e) offering personal growth opportunity, (f) maintaining friendships and expanding circle of friends, (g) re-positioning of missions and goals, (h) innovation on club activities, (i) cultivation of a more positive ‘club culture’, (j) upgrading of quality and image of LCI, (k) adoption of entrepreneurial ways of management, (l) reduction in expenditure, (m) resources economizing, (n) higher proportion of funds allocated to community services and so on. In addition, the study also provides various managerial recommendations for LCI’s future development and possible directions for further research. Hopefully, LCI is able to re-position its core values and vision based upon the recommendations provided. Most importantly, the results of this study may serve as a strategic reference for LCI’s senior level management in a systematic way, so as to achieve the ultimate goal of ‘member growth’. Finally, it is hoped that this research has contributed to the strategic development of ‘non-profit organizations’ to certain degree
謝 誌…………………………………………………………………………ii
中文摘要…………………………………………………………………………iv
英文摘要…………………………………………………………………………vi
目 錄…………………………………………………………………………viii
圖表目錄…………………………………………………………………………x
圖目錄………………………………………………………………………x
表目錄………………………………………………………………………x

第一章 緒論 …………………………………………………………………… 1
第一節 研究背景及動機 ……………………………………………1
第二節 研究問題與目的 ……………………………………………3
第三節 研究方法與範圍 ……………………………………………4
第四節 研究流程 ……………………………………………………9

第二章 文獻探討 ……………………………………………………………… 12
第一節 非營利組織概述 ……………………………………………12
第二節 國際獅子會的發展 …………………………………………20
第三節 藍海策略 ……………………………………………………38

第三章 研究設計及方法 …………………………………………………… 44
第一節 個案研究的定義 ………………………………………… 44
第二節 研究方法 ………………………………………………… 45
第三節 個案與訪談對象選擇 …………………………………… 48
第四節 選取個案之特性比較與訪談內容 ……………………… 49
第五節 研究公性度之維護 ………………………………………… 51

第四章 個案研究 ……………………………………………………………… 53
第一節 質性分析 ………………………………………………………53
第二節 量化分析 ………………………………………………………68

第五章 研究結論與建議 ………………………………………………………… 74
第一節 研究結論……………………………………………………… 74
第二節 獅子會的新藍海 (建議策略)…………………………………76
第三節 執行藍海策略的前後差異比較………………………………112
第四節 研究限制………………………………………………………116
第五節 後續研究建議…………………………………………………117

參考文獻……………………………………………………………………………119
附錄A:獅子會新藍海(濃縮精華篇:中英文版)(敬愛獅友們參考切蹉)… 132
附錄B:訪 談 協 議 書………………………………………………………… 171
附錄C:個案研究訪談…………………………………………………………… 172
附錄D : 訪談大綱…………………………………………………………………175
附錄E:問卷……………………………………………………………………… 177
一、中文部分

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Thompson, J. L. (1993) Strategic Management: Awareness and Change, 2nd ed., London: Chapman & Hall.

Thompson, J. L (2001a) Understanding Corporate Strategy, Oxford: Alden Press.

Thompson, J. L (2001b) Strategic Management, 4th ed., Oxford: Alden Press.

Weiss, R. S. (1994) Learning from Strangers: The Art and Method of Qualitative Interview Studies, New York: The Free Press.

Wolf T. (1999) Managing a Nonprofit Organisation in the Twenty-First Century, New York: Simon and Schuster Inc.

Yin, R.K, Bateman, PG., & Moore, G.B. (1983) Case Studies and Organizational Innovation: Strengthening the connection, Washington D.C: COSMOS Corporation.

Yin, Robert K. (2003) Case Study Research: Design and Methods, 3rd Edition, USA: Sage Publication.


三、網站資源

國際獅子會300複合區台灣總會網站
http://www.lionsclubs.org.tw

台灣非營利組織研究網
http://npo.nccu.edu.tw

行政院勞工委員會職業訓練局
http://tcesa.evta.gov.tw

內政統計資料服務網
http://www.moi.gov.tw/stat/

中華民國職工福利發展協會
http://www.ewda.org.tw/

國家圖書館全國博碩士論文資料網
http://etds.ncl.edu.tw/theabs/index.jsp/
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