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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳家麟 | zh_TW |
dc.contributor.advisor | Chialin Chen | en |
dc.contributor.author | 張家銘 | zh_TW |
dc.contributor.author | Chia-Ming Chang | en |
dc.date.accessioned | 2023-08-08T16:35:03Z | - |
dc.date.available | 2023-11-09 | - |
dc.date.copyright | 2023-08-08 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2023-07-13 | - |
dc.identifier.citation | 一、中文部份
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A multi-center study for the 24. development of the Taiwan Cognition Questionnaire (TCQ) in major depressive 24. disorder. Journal of Personalized Medicine, 12(3), 359. 三、網站部份 1. 中華民國內政部合作及人民團體專區,https://www.moi.gov.tw/group.htm Accessed June 5, 2023. 2. 台灣憂鬱症防治協會官網,https://www.depression.org.tw .Accessed June 5, 2023. 3. 台灣憂鬱症防治協會臉書粉絲團,https://www.facebook.com/depressionTW Accessed June 5, 2023. 4. 國際社會行銷學會(iSMA)官網,https://isocialmarketing.org/ .Accessed June 5, 2023. 5. 聯合報元氣周報 (2019),藍色病毒我和我們的憂鬱症,Retrieved from。 https://topic.udn.com/event/health_depression. Accessed June 5, 2023. 6. 9 ways to fight mental health stigma. https://www.nami.org/blogs/nami-blog/october-2017/9-ways-to-fight-mental-health-stigma. Accessed June 5, 2023. 7. WHO, (2021), Depression. Fact Sheets. Accessed June 5, 2023. https://www.who.int/newsroom/fact-sheets/detail/depression . 8. WHO, “Depression. Let’s Talk”。https://www.emro.who.int/world-health-days/world-health-day-2017/depression-lets-talk.html. Accessed June 5, 2023. | - |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88163 | - |
dc.description.abstract | 憂鬱症是造成2030年全球失能第一名的疾病。台灣估計可能有百萬人有憂鬱症,但僅有五分之一尋求幫助。許多人不知道自己得到憂鬱症,或害怕貼上憂鬱症的標籤。台灣憂鬱症防治協會是專業倡議型的非營利組織,宗旨在推動台灣憂鬱症之防治及心理衛生健康促進工作。近年來面臨相關學會的競爭、品牌知名度下降、會員人數減少,甚至財務入不敷出的困境。本研究以台灣憂鬱症防治協會為研究對象,描述了鬱症協會在2018~2021年一連串的轉型歷程。
首先,以司徒達賢教授提出的「CORPS模式」,由服務對象(C)、組織運作(O)、財力資源(R)、人力參與(P)與服務內容(S)五項要素及決策核心(DC),分析台灣憂鬱症防治協會面臨的困境與挑戰,說明協會為何必須調整服務對象由服務會員(B2B)到服務大眾(B2B2C)。 其次,用本土憂鬱症患者與精神科醫師的調查,了解顧客任務、痛點與獲益,用以建立「顧客素描」及「價值地圖」。決定由官網的調整加上粉絲團的行銷,增加「憂鬱症Q & A」、「憂鬱症自我檢測」、「憂鬱症就醫查詢」…等,解決顧客痛點而重建適配的「價值主張圖」。 再來,協會在調整「目標客層」與「價值主張」,並用官網與粉絲團建立「通路」與「顧客關係」後。透過各種「關鍵伙伴」及「關鍵資源」的強化,陸續進行多樣的「關鍵活動」,例如:升格社團法人、增加捐款管道、免費下載協會通訊、抗議「憂鬱症就是不知足」的標籤、與雜誌報紙合作憂鬱症專輯、與扶輪社合辦憂鬱症音樂會、youtuber阿滴分享憂鬱症心得、與郭倖純等名人支持「一句話我陪你」、台塑社福基金支持「校園憂鬱與同儕支持課程」…等,這些活動改變了「收益流」與「成本結構」,使協會轉虧為盈,重建「商業模式」。 最後,協會轉型符合「社會行銷」的6個P,包括:推廣憂鬱覺察與早期就醫(Product)、降低憂鬱資訊障礙(Price)、善用數位通路(Place)、增加媒體社群分享(Promotion)、參與政策討論(Policy)、合作陪伴及照顧者(Partnership),並利用網站與數位社群,形成飛輪效應,進而促進大眾對憂鬱症的正確認識,並增加台灣憂鬱症防治協會的社會影響力。 | zh_TW |
dc.description.abstract | Depression is the leading cause of disability globally in 2030. It is estimated that there may be one million people with depression in Taiwan, but only one-fifth of them seek help. Many people do not know they have depression or are afraid to be labeled. The Taiwan Association Against Depression (TAAD) is a professional advocacy-based nonprofit organization that aims to promote the prevention and treatment of depression and mental health promotion in Taiwan. Since its establishment in 2001, the Association has faced competition from related professional associations, a decreasd in brand awareness, a decrease in membership, and even financial difficulties. This study focuses on the TAAD and describes its transformational process from 2018 to 2021.
First, using the "CORPS model" proposed by Professor Dah-Hsian SeeToo, the five elements of service targets (C), organizational operations (O), financial resources (R), human participation (P), and service content (S), along with the decision center (DC), were analyzed to understand the difficulties and challenges faced by the TAAD, and why it had to adjust its service target from serving members (B2B) to serving the general public (B2B2C). Second, local surveys of depression patients and psychiatrists were conducted to understand customer tasks, pain points, and benefits in order to establish a "customer profile" and a "value map." The Association decided to adjust its website and fan page marketing to include "Depression Q&A," "Depression Self-Check," "Depression Medical Inquiry," and other services to solve customer pain points and rebuild a matching "value proposition canvas." Third, after adjusting its "target customers" and "value proposition," and establishing "channels" and "customer relationships" through its website and fan page, the association strengthened its "key partners" and "key resources" and carried out various "key activities" one after another. These activities included upgrading to a registered society, increasing donation channels, offering free downloads of the Association's newsletters, protesting against the label "Depression is just not being content," collaborating with magazines and newspapers to publish depression special editions, co-organizing a depression concert with a rotary club, having YouTuber Adi share his experience with depression, and receiving support from celebrities like Hsin-Chun Kuo for "One Sentence, I Accompany You" project, and receiving support from the Formosa Plastics Welfare Foundation for the "Campus Depression and Peer Support Program." These activities further changed the "revenue flow" and "cost structure" and allowed the Association to turn its losses into profits, thereby rebuilding its "business model." Finally, the Association's transformational changes align with the six Ps of "social marketing," including promoting depression awareness and early treatment (Product), reducing information barriers of depression (Price), utilizing digital channels (Place), increasing social media sharing (Promotion), participation in policy discussions (Policy), and collaborations with partners and caregivers (Partnership), using website and social mdia, to take shape into flywheel effects, to promote correct understanding of depression among the public, and to enhance the social impact of the TAAD. | en |
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dc.description.tableofcontents | 目錄
口試委員會審定書 ⅰ 謝 誌 ii 中文摘要 iii THESIS ABSTRACT iv 目 錄 vi 圖目錄 viii 表目錄 x 第一章 緒 論 1 第一節、研究背景與動機 1 第二節、研究目的 3 第三節、論文架構 4 第二章 文獻探討 5 第一節、非營利組織經營管理的CORPS模式 5 第二節、價值主張圖 8 第三節、商業模式九要素模型 12 第四節、社會行銷 17 第三章 台灣憂鬱症醫療現況與問題 19 第一節、憂鬱症介紹 19 第二節、憂鬱症的重要性 22 第三節、台灣憂鬱症治療的四個不足 25 第四節、憂鬱症的誤解汙名需要倡議 28 第四章 台灣憂鬱症防治協會轉型之個案研究 30 第一節、以CORPS檢視鬱症協會的現況與挑戰 30 第二節、重建台灣憂鬱症防治協會的價值主張 36 第三節、調整台灣憂鬱症防治協會的商業模式 43 第四節、強化台灣憂鬱症防治協會的社會行銷 46 第五節、台灣憂鬱症防治協會近年的四大類關鍵活動 50 第五章 研究結論與建議 64 第一節、台灣憂鬱症防治協會的轉型與成果 64 第二節、研究貢獻與限制 66 第三節、本研究的結論與建議 67 參考文獻 68 圖目錄 圖 2-1 非營利組織CORPS圖 6 圖 2-2 傳統產品系統與價值傳遞系統 8 圖 2-3 價值主張、價值結構與活動 9 圖 2-4 價值主張圖 10 圖2-5 商業模式圖 12 圖2-6 商業模式九宮圖 14 圖3-1 全球疾病負擔排行榜前十名的改變,2004 vs 2030 23 圖3-2 台灣憂鬱症就醫的四大不足 25 圖3-3 2016~2018年台灣憂鬱症就醫人數 26 圖4-1 台灣憂鬱症患者就醫經驗與態度調查 37 圖4-2 台灣精神科醫師針對憂鬱症就醫問題的調查 40 圖4-3 台灣憂鬱症防治協會的顧客素描 41 圖4-4 台灣憂鬱症防治協會的價值地圖 42 圖4-5 台灣憂鬱症防治協會的價值主張圖 42 圖4-6 台灣憂鬱症防治協會的商業模式 43 圖4-7 台灣憂鬱症防治協會的飛輪效應 45 圖4-8 支持Overblue 及stand by憂 48 圖4-9 出席立法院記者會照片 48 圖4-10 台灣憂鬱症防治協會的協會官網封面 50 圖4-11 憂鬱症自我檢測-協會官網 50 圖4-12 憂鬱症就醫查詢-協會官網 51 圖4-13 愛心捐款- 協會官網 51 圖4-14 台灣憂鬱症防治協會FB & IG 52 圖4-15 聯合報-藍色病毒專輯 52 圖4-16 青年憂鬱症-天下雜誌 53 圖4-17 別讓城市孤寂-遠見雜誌 53 圖4-18 情緒就醫指南-康健雜誌 54 圖4-19 親愛的憂鬱症家人-商業週刊 54 圖4-20 當憂鬱症來敲門-今周刊 55 圖4-21 憂鬱症怎應對精神科醫師調查-今周刊 55 圖4-22 抗議「憂鬱症就是不知足」歧視標籤 56 圖4-23 第六屆憂鬱症音樂會海報與照片 56 圖4-24 第七屆憂鬱症音樂會海報與照片 57 圖4-25 第八屆憂鬱症音樂會海報與照片 57 圖4-26 第九屆憂鬱症音樂會海報與照片 58 圖4-27 協會通訊全電子檔免費下載 58 圖4-28 憂鬱症自助手冊封面 59 圖4-29 台灣憂鬱症患者就醫的經驗與態度調查 59 圖4-30 台灣認知功能量表 60 圖4-31 COVID安心調適原則 60 圖4-32 憂鬱症防治協會年會海報 61 圖4-33 舉辦「一句話我陪你」、「點亮微光」活動 61 圖4-34 憂鬱覺察與同儕支持課程手冊封面 62 圖4-35 阿滴與志祺分享憂鬱症經驗及陪伴者心得 62 圖4-36 與Stars radio 合作認識憂鬱症podcast 63 表目錄 表2-1 商業模式四大核心九個構面 15 表2-2 社會行銷與商業行銷的差異 17 表4-1 台灣憂鬱症防治協會歷任的理事長 31 表4-2 由CORPS模式看台灣憂鬱症症防治協會的困境與挑戰 35 表4-3 憂鬱症患者自評的自我汙名與社會汙名態度 38 | - |
dc.language.iso | zh_TW | - |
dc.title | 非營利組織的價值主張與社會行銷:以台灣憂鬱症防治協會為例 | zh_TW |
dc.title | Non-profit Organizational Value Proposition and Social Marketing: Case Study of Taiwan Association Against Depression | en |
dc.type | Thesis | - |
dc.date.schoolyear | 111-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.coadvisor | 吳玲玲 | zh_TW |
dc.contributor.coadvisor | Ling-Ling Wu | en |
dc.contributor.oralexamcommittee | 許文馨;簡睿哲 | zh_TW |
dc.contributor.oralexamcommittee | Audrey Wen-Hsin Hsu;Ruey-Jer Jean | en |
dc.subject.keyword | 非營利組織,CORPS,價值主張,商業模式,社會行銷,飛輪效應, | zh_TW |
dc.subject.keyword | Non-profit organization,CORPS,value proposition,business model,social marketing,flywheel effcts, | en |
dc.relation.page | 71 | - |
dc.identifier.doi | 10.6342/NTU202301563 | - |
dc.rights.note | 同意授權(限校園內公開) | - |
dc.date.accepted | 2023-07-14 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 碩士在職專班資訊管理組 | - |
顯示於系所單位: | 資訊管理組 |
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