A Study of Marketing Strategies of NPO in Philanthropic Activity--the Case of 'Love in Taiwan' Concert
| Autor: | Ya-hsin Kuo, 郭雅欣 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 There is huge difference between non-profit organizations and for-profit organizations. In the old-fashioned idea, some argue that the intervention of marketing means will abolish the organizational mission. Therefore, when talking about word "marketing" in the early periods, most managers are hard to accept the concept. Nonetheless, the number of nonprofit organizations grows very rapidly nowadays, each of them appeals for not exactly the same issues, so how to integrate the marketing theory and techniques, and make this social issues to be taken seriously and widely, has now become one very important aspect of the entire organizational management, "Love in Taiwan Concert" mainly held by the Foundation of Taiwan Organization for Philanthropic Education (FTOPE) on June 2nd, 2007, in the Chiayi municipal stadium, was a very big charity activity event. It is already not news to call for a charity event by great concert style, this study decided to take “Love at Taiwan Philanthropic Singing Performance” for a sample to participate in, taking notes in details of its execution process and marketing ideas and strategy, and also contrasted the experiences of practices with the marketing theory in existence. First of all, this thesis discussed the market locus and segmentation of the "Love at Taiwan Philanthropic Singing Performance," then analyzed the price and marketing channels. Moreover, this study also observed both its two kinds of mass media marketing and social marketing. This paper illustrated its marketing idea and process, trying to conclude their inter-connected points by case study method. To sum up, this thesis will finally provide its research result and specific suggestions from social, legal and organizational perspectives in order for the managers of nonprofit organizations to consult when working on marketing issues in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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