動物保護團體行銷傳播整合程度之分析-以台中市世界聯合保護動物協會與中華民國動物福利環保協進會為例

外文標題: 
The Analysis of Integrated Marketing Communication Degree for Animal Protection Association-The Cases Study of Taichung Universal Animal Protection Association and Animal Benefits Association of Republic of China
校院系所: 
義守大學管理科學研究所
指導教授: 
田祖武
出版年份: 
2003年
主題類別: 
摘要: 

摘要 台灣流浪動物的問題可追溯至民國75年,流浪動物數量到目前為止仍是居高不下。許多愛心人士基於愛護動物的心理,秉持人道精神,爭取街頭流浪動物的生命尊嚴及生存權益,而紛紛成立動物保護團體。但是在資源有限及行銷專業知識不足的情況下,動物保護團體一路走來備感艱辛,尤其資金來源不足,更是造成許多業務無法順利推行的原因之一。從過去的研究結果發現,整合行銷傳播確實能提升組織的經營績效,因此本研究嘗試從整合行銷傳播的觀點出發,將整合行銷傳播的學理及概念應用在動物保護團體上,以提昇其經營績效。 本研究主要分為兩個部份,第一部分為個案訪談,找出具代表性之動物保護團體進行深度訪談;第二部分則是問卷的發放,發放對象以內政部社會司所出版之「全國性社會團體名冊」內之動物保護團體為主,並且加入在各個入口網站鍵入「流浪動物之家」、「動保團體」等關鍵字所得到的動物保護團體名錄。本研究希望藉著深度訪談,能得知目前動物保護團體行銷活動的概況,以及透過問卷的發放、回收,加以輔助說明,以建立整合行銷傳播績效指標。根據本研究所建立之績效指標,衡量動物保護團體現有的績效概況,並對其行銷方式進行策略分析,以提出改進建議。其研究結果如下: 1.資料庫分析能力不足。 2.不認同行銷或商業活動。 3.較常運用網站、舉辦活動、報紙等傳播工具。 4.不瞭解各種傳播工具的特性及優、缺點。

外文摘要: 

ABSTRACT The problem of the stray dogs in Taiwan can be reasonably dated from the year of 1986. But we still have a large number of stray animals today. People who possess rich philanthropy and humanism strive for the existence right of animals, and then set up the animals' protection association. However the animals' protection association works very hard because they lack the money, resources and marketing knowledge to expand their practice smoothly. The past literature found that the integrated marketing communication process could promote the performance of business operation. The purpose of our study is to apply the philosophy and concept of the integrated marketing communication to the animals' protection association and to increases their operational performance. Based on the name list of the social groups, we selected a team of the representative associations for our interview sample. After their completing and returning the enclosed questionnaires, we executed the deep interviews and obtained the information about their marketing activities. Retrieving the result of the questionnaires, we measured the degree of the integrated marketing communication and analyzed the marketing activities performance of the animals' protection association. The results show that: 1.The animals' protection association lacks the ability to cope with database analysis. 2.The animals' protection association can't accept the traditional marketing and commercial activities. 3.The animals' protection association only utilize a small minority of media to communicate their message to the stateholder.. 4.They don't understand the characteristics of the media.