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題 名 | 非營利組織公關策略之研究=The Public Relations Strategy in Non-Profit Organizations |
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作 者 | 徐木蘭; 楊君琦; 劉仲矩; | 書刊名 | 民意研究季刊 |
卷 期 | 204 1998.04[民87.04] |
頁 次 | 頁1-25 |
分類號 | 546.7 |
關鍵詞 | 非營利組織; 公關策略; 公關理論; 消息來源理論; 權力理論; 競局理論; Non-profit organization; Public relations; Public relation strategy; Information source theory; Power theory; Game theory; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,非營利組織管理一直是實務工作者的重要課題,而限於其非營利和產品 無形化的特質,公關策略在非營利組織的經費籌措與理念宣傳上,更是扮演著舉足輕重的角 色。 本研究採立意抽樣,選定洪建全教育文化基金會、董氏基金會、佛教慈濟慈善事業基金會為 研究對象,嘗試以個案訪談與內容分析的方法,探討非營利組織的公關活動內容與策略取向 ,並在最後就個案分析研究結果,對非營利組織公關策略規劃與活動執行提出建議。 研究結果顯示:就非營利組織公關活動內容方面,三個基金皆具有其豐沛的公關內涵。就公 關理論分析個案而言,本研究發現:若以公關四模式理論觀點分析,則洪建全教育文化基金 會較傾向於雙向對等模式,董氏基金會較傾向雙向不對等模式,而佛教慈濟慈善事業基金會 則傾向於公共資訊模式;若以權力理論觀點觀之,三個基金會皆重視開拓文化資本;若以賽 局理論來看,則洪建全教育文化基金會較傾向於零和競賽,董氏基金會與政府維持非零和競 賽,但與菸商的競賽接近零和,而佛教慈濟慈善事業基金會則採非零和競賽的策略傾向。 |
英文摘要 | In recent year, non-profit organization(NPO) menagement is concerned by practitioners. Generally speaking, collecting donations and diffusing its idea are the important tasks for their managers. Public relations strategy plays a crucial role in NPOs because of their scarce resources and invisible products. This research tries to explore the topic of public relations strategy on non- profit organizations. In the research, cas method and content analysis were developed. Three well-know non-profit organizations were selected purposively and analyzed. The result shows that, in term of public relations model theory, Hong's Foundation tends to be a two-way symmetric model, while John Tung Foundation is following the two-way asymmetric model. Tzu-Chi Buddhist Compassion Belief Foundation is based upon public information model. As to power relation aspect, all three foundations all developed their power of culture. From the perspective of game theory, Hong's foundation employs a zero-sum game strategy with other book sellers. John Tung Foundation mixs the zero-sum game and non-zero-sum game with government and cigarette companies, while Tzu-Chi Foundation mostly utilizes the mon-zero-sum game strategies. Finally, both theoretical and pragmatic implications are also provided in the paper. |
本系統中英文摘要資訊取自各篇刊載內容。