Discussion of non-profit organization promoting filial piety activities marketing strategies

• Main Authors: MEI,YEN-LING, 梅燕玲
• Other Authors: YANG,JUI-MING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/54749918623420720907

碩士 === 佛光大學 === 未來與樂活產業學系 === 104 === The purpose of this research is to find out the strategies that non-profit organizations use to promote filial piety activities. Researcher refers to the related literature of non-profit organizations in marketing strategy, service marketing, and so forth. The situations that non-profit organizations as Fu Wisdom Educational Foundation, Chong De Educational Foundation, and Ilan County Filial Piety Pro-teacher Union have in promoting filial piety activities are collected and organized. In addition, researcher makes a scale to “determine the effectiveness of promoting filial piety activities” and initially establishes the assessment facets and factors of this research. The first expert investigation uses open mining semi-structured questionnaire, inviting 4 scholars in related fields to test the validity of questionnaire, collect and organize their advice, and then amend the content of questionnaire. After that, 4 facets and 18 factors are retained to proceed the empirical study of the non-profit organizations. The second expert investigation uses structured formal questionnaire, inquiring 11 important members of three non-profit organizations promoting filial piety activities. Through their practical experiences, the assessment of the importance of facets and factors is derived. At this stage, fuzzy Delphi double triangular fuzzy number is used to calculate the importance of consensus values. After the threshold values are set, screening and testing are used to ensure the 4 facets and 13 factors affecting the strategies that non-profit organizations use to promote filial activities. The third expert investigation still focuses on the previous members of non-profit organizations to proceed the comparison of facets and factors in pairs. At this stage, analytic hierarchy process is used to analyze the importance of every facets and factors. In order to ensure that there is no contradiction and its consistency exists during the process of answering questionnaire, consistent test is proceeded. Facets, factors and overall structure all pass the verification. The results indicate that this research contains certain degrees of reliability to establish the model of marketing strategy of non-profit organizations promoting filial piety activities and to provide references.