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| 題 名 | 非營利組織整合行銷傳播績效評估之研究--以「社團法人青年創業協會」為例=The Study of Performance for Integrated Marketing Communication in Non-profit Organizations |
|---|---|
| 作 者 | 張惠蓮; | 書刊名 | 非政府組織學刊 |
| 卷 期 | 3 2007.09[民96.09] |
| 頁 次 | 頁69-102 |
| 分類號 | 546 |
| 關鍵詞 | 整合行銷傳播; 非營利組織; 輸出績效; 過程績效; 結構方程模式; Integrated marketing communication; Non-profit organization; Output control; Process control; Structure equation modeling; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本文探討非營利組織運用整合行銷傳播時,在績效衡量面評估之情形。為瞭解非營利組織運用整合行銷傳播工具增加與消費者之間的溝通,透過「過程績效」與「輸出績效」兩個衡量構面測量。將研究成果提供給國內非營利組織,在往後進行整合行銷傳播之建議。本文採用結構方程模式檢定IMC「技術層面」、「過程績效」與「輸出績效」三構面間,是否具顯著相關性。本文獲得重要結論如下:透過不同傳播媒體,對整合行銷傳播績效,具顯著之正向關係。至於不同傳播媒體當中,以公關實體活動傳遞的訊息影響最大,其次為廣告宣傳與網路。在執行整合行銷傳播時,以過程與輸出兩績效來衡量IMC績效時,得知在輸出績效部分表現較優於過程績效。 |
| 英文摘要 | This article focuses on the IMC performance of the NPO. The research objectives induce what follows in the paragraph; we are studying about how the customers by analyzing the two kinds of weights of measured variables of IMC-process control and output control, and communicate with the customers. The research can understand when the Non-Profit Organization carries on IMC to the improvement and the suggestion in the future. Using the structure equation modeling, measuring causal model which we are proofed IMC, process control and output control, if they will correlations or not. Overall, this work includes two contributions as following: First, the result of IMC performances has positive affection to NPO. The biggest influence about the mass media is by the public relations that are advertisements and network. Second, When NPO using the IMC, output control is better. |
本系統中英文摘要資訊取自各篇刊載內容。