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品牌知名度與行銷概念對佛教組織永續經營之重要性=The importance of brand awareness and marking concept for substantial management of Buddhist Organization |
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| Author |
沈昭吟 (著)=Shen, Chao-ying (au.)
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| Source |
非營利組織管理學刊
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| Volume | n.10 |
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| Date | 2011.06.01 |
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| Pages | 1 - 28 |
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| Publisher | 南華大學非營利事業管理學系 |
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| Location | 嘉義縣, 臺灣 [Chia-i hsien, Taiwan] |
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| Content type | 期刊論文=Journal Article |
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| Language | 中文=Chinese |
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| Keyword | 品牌知名度=Brand Awareness; 行銷概念=Marketing Concept; 佛教組織=Buddhist Organization |
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| Abstract | 無論是何種類型的組織，其經營都會受到外在環境所影響，因此，組織都必須適時的調整自身的管理方式來因應外在環境的變化。品牌知名度及行銷的概念在過去研究中，大多運用於企業組織，尤其是營利類型之企業，在非營利事業，尤其像在宗教組織中卻鮮少重視。本研究之目的及貢獻則想證實宗教組織裡，尤其是重視心性的提升與為善不欲人知的佛教組織也應如同企業組織ㄧ般，必須重視其組織之品牌知名度。尤其應運用行銷概念及手法提升其組織的品牌知名度，目的可增強組織對社會大眾在組織運作及推動活動上的透明度及曝光率，乃至於在組織成員的年輕化在世代交替傳承上對組織的永續發展上更可產生加分作用。因為佛教組織的品牌知名度提升了可吸引更多新進的年輕成員，同時加強現有組織成員對自己能身為組織中的一份子感到驕傲並生起信心，也加強了對組織的認同及忠誠度。本研究將先以理論的探討來推斷品牌知名度與行銷概念對佛教組織是有其關聯性的，接著再以問卷調查的實證分析來加以驗證並導出其之間是否具有相關之重要性。本研究之研究對象為，佛光山體制下所創立的國際佛光會中華佛光青年總團之大專院校香海社團，其研究之結論發現(1)提升佛教組織的品牌知名度是可以提高組織成員對組織之忠誠度(2)在佛教組織中運用行銷概念是不可獲缺的。
No matter what type of organization, its business will be affected by external environment; therefore, organizations must adjust their management in response to external environment changes. The concept of brand awareness and marketing research were mostly used in business organizations, especially the type of profit business, but were rarely emphasized in non-profit project, especially in religious organizations. Purpose and the contribution of this study is to confirm, with particular attention to cardiac improvement of doing good things as the Buddhist organizations are like business organizations, must pay attention to their organization's brand awareness. In particular, they should use marketing concepts and practices to enhance their organization's brand awareness, so that they can enhance the operation of the public and promote the activities of the organization's transparency and visibility, even in the younger members of the organization on the generational transmission of the sustainable development can also generate points. Because to enhance brand awareness can attract more young new members, while strengthening identity and loyalty for existing organizations members. The study will be to explore the theory to infer the concept of brand awareness and marketing organization of Buddhism has its relevance, followed by empirical analysis of the survey to be verified and whether the correlation between the export of its importance. The objects of this study is the member of college community of Buddhism organization and the study concluded that (1) enhance the Buddhist organization's brand awareness can increase members organization loyalty (2) the use of marketing in the Buddhist organization is indispensable. |
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| Table of contents | 一、緒論 2
二、研究方法 7
(一)研究架構 7
(二)研究假設 8
(三)研究變項與操作性定義 8
1.品牌知名度8
2.組織信任8
3.組織認同9
4.組織忠誠度9
三、文獻探討 10
(一)佛教組織之發展 10
(二)行銷概念之意涵 11
(三)品牌知名度與組織信任之影響 12
(四)組織信任與組織認同之影響 14
(五)組織認同與組織忠誠度之影響 14
四、資料分析與研究結果 15
(一)樣本特性 15
(二)信度分析 16
(三)相關分析 16
(四)假設驗證結果 17
1.主品牌（組織）知名度對組織信任的之檢定 17
2.副品牌（社團）知名度對組織信任的之檢定 17
3.組織信任與組織認同之檢定 17
4.組織認同與組織忠誠度之檢定 18
(五)研究假說檢定結果 18
五、結論 19
(一)行銷概念對佛教組織之重要性
(二)品牌知名度對佛教組織之重要性
參考文獻 21 |
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| Hits | 297 |
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| Created date | 2016.11.24 |
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| Modified date | 2016.11.24 |
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