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標題: | 百年非營利品牌之體驗創新策略與社會行銷:以百年醫學會為例 Experience Innovation Strategy and Social Marketing for Non-Profit Organization A Case Study of the Century-Old Medical Association |
作者: | 趙梅媛 Meiyuan Chao |
指導教授: | 陳家麟 Chialin Chen |
關鍵字: | 品牌重新定位,非營利組織,百年品牌,體驗創新,商業模式,社會行銷, brand repositioning,non-profit organization,century-old brand,experiential innovation,business model,social marketing, |
出版年 : | 2024 |
學位: | 碩士 |
摘要: | 本研究旨在深入探討百年非營利組織,在現代社會變遷及數位轉型的大環境下,如何透過品牌重新定位與核心價值,促進會員的參與互動,並藉由體驗創新提升目標對象對品牌的認知與使用經驗。研究動機源自對非營利組織管理「CORPS模式」、「價值主張」、「商業模式」和社會行銷等相關文獻的深入探討,並以臺灣醫學會為研究個案,透過個案研究法與半結構式質化訪談的方式,深入分析其經營管理、價值主張、商業模式,以及會員網站的實際運作。
在第四章中,透過對臺灣醫學會的組織簡介、價值主張、會員網站使用狀況、經營管理與執行團隊的質化訪談,本研究詳細分析了臺灣醫學會的商業模式。 在第五章中,透過質化訪談結果,整理分析出對臺灣醫學會使用者(會員)和潛在使用者的顧客素描,以及價值主張與顧客素描之配適分析,提出對現有價值主張圖與商業模式圖的優化建議。 最後,在第六章中,本研究提出臺灣醫學會網站轉型的具體建議與成果,同時探討強化臺灣醫學會的社會行銷策略,並總結研究結論,提供對臺灣醫學會及其他非營利組織高階管理層的實務建議。 本研究結果期望可供非營利組織的高階經理人提供理論洞察與實務建議,協助其有效因應當前競爭激烈、快速變化的營運環境,提升組織的競爭力和可持續發展。 The aim of this study is to delve into the century-old non-profit organization and how they navigate the contemporary environment of societal change and digital transformation through brand repositioning and core value enhancement The objective is to stimulate active participation and interaction among members, utilizing innovative experiences to elevate brand recognition and enrich the user journey for the target demographic. The research motivation stems from an in-depth exploration of relevant literature on non-profit organizational management such as the "CORPS model", "Value Proposition", "Business Model", and " social marketing ". The Formosan Medical Association serves as the case study, employing a case study approach and semi-structured qualitative interviews to thoroughly analyze its operational management, value proposition, business model, and the practical functioning of its membership website. In Chapter Four, through qualitative interviews focusing on the organizational overview, value proposition, membership website usage, operational management, and executive team of the Formosan Medical Association, this study meticulously analyzes the association's business mode In Chapter Five, based on the qualitative interview findings, the study organizes and analyzes customer profiles of current users (members) and potential users of the Formosan Medical Association, along with a fit analysis between the value proposition and customer profiles. It proposes optimization suggestions for the existing value proposition and business model. Finally, in Chapter Six, this study presents specific recommendations and outcomes for the transformation of the Formosan Medical Association's website. It also explores strengthening the association's social marketing strategy and summarizes the research conclusions, providing practical suggestions for senior management of the Formosan Medical Association and other non-profit organizations. The results of this study are expected to provide theoretical insights and practical recommendations for senior managers of non-profit organizations, assisting them in effectively addressing the current competitive and rapidly changing operational environment, thereby enhancing the organization's competitiveness and sustainable development. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92552 |
DOI: | 10.6342/NTU202400837 |
全文授權: | 同意授權(限校園內公開) |
顯示於系所單位: | 商學組 |
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