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| Title: | 非營利組織之事業企劃書：以台灣動物平權促進會為例
Business Plan for Nonprofit Organizations: The Case of Taiwan Animal Equality Association (TAEA) |
| Authors: | 霍淑儀
Fok, Shuk Yi |
| Contributors: | 簡睿哲
Jean, Bryan
霍淑儀
Fok, Shuk Yi |
| Keywords: | 非營利組織
非營利組織
非營利行銷
動物保護
動物權利
Nonprofit Organizations
NPOs
Nonprofit Marketing
Animal Protection
Animal Rights |
| Date: | 2013 |
| Issue Date: | 2014-08-06 11:43:35 (UTC+8) |
| Abstract: | 非營利組織之事業企劃書：以台灣動物平權促進會為例
With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.
1. Executive Summary 1
2. Introduction 3
3. Literature Review 5
3.1. Nonprofit Organizations (NPOs) 5
3.2. International Classification of NPOs 6
3.3. Commercial Marketing vs. Nonprofit Marketing 7
3.4. Transferring “Commercial Marketing Knowledge” to “Nonprofit Marketing” 7
3.5. Nonprofit Organization Effectiveness 9
3.6. Business Plan 9
4. Business Plan 11
4.1. Organizational Background 11
4.1.1. Organizational Structure 11
4.1.2. Organizational Mission 11
4.1.3. Organizational Goals 12
4.2. Environmental Analysis 14
4.2.1. External Analysis – Global Situation 14
4.2.2. External Analysis – Laws and Regulations 15
4.2.3. External Analysis – Animal Protection Groups 17
4.2.4. Internal Analysis - Resources and Capabilities of TAEA 19
4.3. SWOT Analysis 22
4.4. STP Strategy 25
4.4.1. Market Segmentation 25
4.4.2. Market Targeting 26
4.4.3. Market Positioning 29
4.5. Marketing Plan 31
4.5.1. Product Strategy 31
4.5.2. Price Strategy 33
4.5.3. Place Strategy 34
4.5.4. Promotion Strategy 35
4.5.5. Publics Strategy 36
4.5.6. Partnership Strategy 37
4.5.7. Policy Strategy 38
4.5.8. Purse String Strategy 39
4.6. Financial Projections 40
Reference 41 |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
101933025
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101933025 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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