[[alternative]]A Study of NGO in Applying Strategy of the Philenthropic Marketing

[[abstract]] ”行銷”對於一般的營利組織與公部門，為了獲取更多的利潤、爭取民眾選票，算是一種行之有年的經營技術。然而，對於非營利組織來說，由於受制於以往傳統思維的限制，一般非營利組織的經營方向，以及社會公眾的刻板印象，泰半都不太認同“行銷”技術適合運用在非營利、公益的場域中。但隨著近年“政府失靈”與“市場失靈”的現象頻仍，第三部門應時崛起，相對於蓬勃發展，非營利組織也必須開始公益市場大開下的“競爭壓力”。“行銷”也就在這樣一個時代背景下，逐漸受到非營利組織界的重視；許多實務性與學術性的討論，也開始多有討論。然而，非營利組織到底有哪些行銷方式？針對純公益屬性的非營利組織，有哪些特殊的行銷方式？又或者是，非營利組織再從事行銷活動時，在非以“利益”為導向的基礎上，必須以衣的營利行銷，做哪些技術上的區隔？這些問題，一直仍困擾的非營利組織的業界，學術界亦仍停留在摸索的階段。 本研究試圖藉由從非營利組織與行銷理論的探討，整理出兩者可相互契合之處，再以個案研究的方式，分別針就不同的經營個案與情況，找出各別應採取的行銷模式，最後並綜整出若干研究發現與具體的建議，提供非營利組織的經營管理者，往後在從事行銷工作上的參考。[[abstract]] For general profit organizations and public sector, “marketing” is a way to gain more profits and grasp more ballots, and it is an operational technique which has lasted for a long time. Nevertheless, for non-profit organizations, due to the limitation of traditional thinking., operational orientation of general NPO, and stereotypes from general public, most of NPOs do not agree that the “marketing”technique can be applied to non-profit and philanthropic fields. However, with the phenomenon that “government failure”and “market failure”frequently happens in recent years, the third sector therefore rises in time to deal with this situation. Contrary to prosperous development, NPOs also have to face the pressure of competition under the liberalized philanthropic market. Under this background, “marketing”gradually gets more attention from the NPO industry; and many practical and academic discussions have started. However, what kind of marketing methods do NPOs have? For philanthropic NPOs, what are their special marketing methods? And what are the technical differences when NPO engaging in marketing activities based on the orientation of “profit.” These questions still disturb NPO industry; and academic circles are still trying to explore it. This study seeks to find out the compatible niche between NPOs and marketing through the discussion of NPOs and marketing theory. And further, focusing on different operation cases and situations, case study is utilized to explore what marketing model should be adopted. Finally, several findings and concrete suggestions are comprehensively organized to provide references to the operational administrators of NPOs in future engagement of marketing works