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題 名 | 非營利組織行銷:表演藝術團體之探索性研究=Nonprofit Marketing: An Exploratory Analysis of Performing Art Organizations |
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作 者 | 樓永堅; | 書刊名 | 中國行政 |
卷 期 | 66 1999.08[民88.08] |
頁 次 | 頁59-89 |
分類號 | 906 |
關鍵詞 | 非營利組織; 行銷; 表演藝術團體; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣由於政治解嚴與多元社會的發展,使得各類型的非營利組織如雨後春筍般地 成立,它們直接涉入社會各種重要議題價值的倡導,參與公共事務或提供公共服務,對於社 會國家產生了極大的影響。另一方面,非營利組織與營利事業相似的,皆是人與資金的結合 以遂行其目的。而由於非營利組織的資源取之於社會大眾,且又享受政府稅法上的優惠,因 此更有必要善用取得之資源,且以有效率的組織運作來達成其增進公共利益的使命。然而相 對於企業已有相當堅實的理論與實務基礎,指引其經營管理的運作,非營利組織的經營管理 方面之研究可以說是還在啟蒙的階段。本研究擬從探索的角度,採「質的研究」方法中之探 度訪談,以表演藝術團體為觀察的對象,進行資料之蒐集與分析非營利組織在行銷實務上的 作法,並據以提出相關之建議。 |
英文摘要 | Because of the lift of the martial law and the multiple soical development, Taiwan has witnessed a fast-growing trend in the nonprofit sector. These nonprofit organizations directly involve in the proposing important social issues and even provide public service, which has great impact on the development of the society and the nation as well. Similar to the for-profit enterprises, nonprofit organizations are the combination of the human resources and capital to pursue their objectives. Besides, since nonprofit organizations obtain resources from the public and exempt from the tax burden, they should operate efficiently and effectively in the public interests. Unlike for-profit organization, nonprofit organizations do lnot have the concrete theoretical and practical foundation to guide their operations. Especially, marketing for the nonprofit organizations is still in fits initial stage. This study takes an exploratory approach by using the in-depth interview with thirteen performing art organizations to investigate their marketing practices. Finally, implications and suggestions are discussed. |
本系統中英文摘要資訊取自各篇刊載內容。