Integrated Marketing Communication of NPOs

• Main Authors: CHING-JU YANG, 楊靜如
• Other Authors: Kuang S. Yeh
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/b2agbg

碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations’ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs’ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.