Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系 === 92 === In recent years, there are more and more Non-Profit Organizations, NPO and most of them are Cultural& Educational Foundation. The management and operation of NPO is more various and since the government and society recognize its importance, the development of it is valued more. Under the competition, limited resources and restricted budgets, it is the coming trend for NPO to involve in commercialism to increase incomes.
Not only profit organizations but NPO need marketing. Marketing can propagandize the ideal and brief of NPO, gain the identification with the public, achieve the goals and enhance the population. Integrated Marketing Communication is based on the views of the consumers, emphasizing the diversity of communication, providing clear and one voice to the public by coordinating and adjusting the methods of the marketing, allots resources and exploits the effectiveness of communication.
Under the premise that NPO involve in commercial activities, the study bases IMC about NPOs’ application of marketing strategies and choice of communication instrument. Three dimensions, dimension of planning、dimension of implementation and dimension of services-goal from related articles. By interview and questionnaire, we can have more clear views on the application of IMC and the difficulty of the implementation.According to our purpose and motivation, we found and got the conclusion as below:
The different view on dimensions of concern about the Foundation source of endowment; Whether profit or not they have different view on the word-“marketing” for NPO; Cultural& Educational Foundation should develop of diversity, selected the most advantage marketing communication instrument; they often announces the news of the organization via the internet, newspaper or personal relationship of employees or by holding activities. on organization characters only「source of endowment」、「style of marketing communication」has significance on ANOVA of IMC strategies ,but「date founded」、「endowment」、「section f services」has not significance.
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