[[alternative]]A Research on Corporate Foundations of Domestic Top 300 Manufacture Industries

[[abstract]] 經濟部公佈2007年我國經常上網人口（Weekly Interneet Users）為1,000萬人，網際網路連網應用普及率為44%。對非營利組織來說，網際網路成為最便利也是最經濟的傳播媒介，更是組織進行公共關係管理與運作最好的工具，對內可做為宣導組織精神、理念、目標、文化及部門間溝通管道；對外可以建立組織形象，與目標受眾雙向溝通，強化公眾認同度，達成非營利組織使命。 透過網際網路及文獻研究進行300大製造業及其所成立企業型基金會之運作現況普查，並針對企業基金會網站公共關係功能，以內容分析法觀察記載各個網站的特色與功能，進行量化次數分析統計及比較。網際網路研究調查時間從96年10月進行至97年3月，發現300大製造業中成立122家企業基金會，設置企業網站比率高達97％，企業基金會設置網站比率亦超過六成（75家，62％）。 研究發現超過六成基金會為「教育類」且立案於行政院各部會主管機關為主，董事長仍由創辦人擔任，顯示企業基金會之「私人化」情形普遍，基金會服務對象以「一般大眾」及「學生」為主，策略合作對象依序為學校、公益團體及政府單位；合作類型主要以舉辦活動及會議。企業基金會網站的規劃與配置普遍表現不理想，欠缺溝通機制及與組織使命連結，顯見大部分企業基金會追逐流行而設置網站，沒有真正瞭解及善用網路所提供的優勢和功能。非營利組織尋求發展，應加強網站的公關工作項目，妥善規劃網路公關經營管理策略。[[abstract]] According to the survey released by the Ministry of Economics in 2007, in Taiwan, population of weekly internet users has reached 10,000,000 and the application has already reached 44%. For Nonprofit organizations (NPOs), the Internet has become the most convenient media with the least cost for propagation, as well as serving as the best tool for public relations and management within an organization. The internet could assist NPOs in the propagandation of its spirit, ideas, goals and culture, and the buildup of positive image in society, conduct in a reciprocal communication with the public and familiarize with social trends for success. The research about the leading 300 enterprises was processed via the Internet, the released documents and an analysis of public relations shown on the NPOs’ webs. To address the effect of website functions, Content Analysis and Frequency distribution analysis are used to take down the icons and characteristics of website’s function and feature. Time lasted from October 2007 to March 2008. There are totally 122 foundations founded by the leading 300 enterprises and 97% of them posses the website. The research shows over 60% of Foundation are categorized in “Education” and registered in related authorities of the Executive Yuan. The chairman of the enterprise is the founder of the foundation, showing a popular phenomenon of “privatization”. The public and student are their prime beneficiaries. Partners in sequence are school, NGO and official agency, and the cooperation is often appeared in forms of hosting activities and conference. Based on the perspective of public relation in communication, these webs’ configuration are poor and lack of communication mechanism. This has shown that most Foundations founded by the leading organization did not well apply the advantages and functions given by the Internet. NPOs shall strengthen the sphere of public relations on the web and embrace the strategy of public relations on the Internet within the managerial level