從消費者行為觀點探討社會行銷在宗教型非營利組織的運用 ─ 以中華淨土宗協會為例=Consumer Behavior Perspectives on Application of Social Marketing for Religious Non-profit Organizations：A Case Study of Chinese Pure Land Buddhist Association
The scope of application of marketing has been nearly 50 years since the scholars Kotler and Zaltman promoted the concept of social marketing in 1971. The relevant scholars have expanded and applied social marketing to nonprofit organizations and political organizations. It is conclusive and has a considerable research foundation. Although religious organizations are also a kind of non-profit organizations, they follow traditional religious organizations with a history of more than two thousand years. At that time,there was no concept of marketing in the society,and whether is no discord between the two and whether is no place where they can not be merged. It is doubtful. The purpose of this study is to explore whether religious (or belief) non-profit organizations, under the constraints of internal resources and external environment, can adopt the strategies and methods described by "social marketing" scholars to solve social issues. Under its religious teachings and teachings from past ancestors, did social marketing follow the "Eight Social Planning Steps" proposed by Philip Kotler, Ned Roberto, and Nancy Lee? How does the religious (or belief) non-profit organizations use social resources to promote social issues and organizations, and fulfill the mission and goals of the organization? For the purpose of research, the quality research of this study is based on the theory of social marketing theory put forward by Kotler et al., and from the perspective of consumer behavior, taking the social marketing products promoted by the Chinese Pure Land Buddhist Association as an example. In individual cases, the interviews include the founders, abbots, volunteers, believers and other members of the association. They use literature analysis, in-depth interviews, and participatory observation methods to conduct research and analysis. Through research and analysis, the following conclusions are made: 1. The Chinese Pure Land Buddhist Association can use cost leadership strategy, differentiation strategy or goal concentration strategy together in the same social marketing product. 2. The 7P marketing theory proposed by Booms and Bitner is suitable as a strategic plan for the social marketing of Chinese Pure Land Buddhist Association. 3. The social marketing of the Chinese Pure Land Buddhist Association, according to the different 7P strategies, must be matched with the three basic strategies of cost leadership strategy, differentiation strategy or goal concentration strategy, and it is easier to achieve results.The social marketing of the Chinese Pure Land Buddhist Association is mainly affected by functional value in terms of consumer behavior, and is implemented in its products, prices, promotion, and personnel strategies. 4. Prochaska DiClemente & Norcross's behavior change model theory is also suitable for use as a market segment for the social marketing of the Chinese Pure Land Buddhist Association. 5. The social marketing products of the Chinese Pure Land Buddhist Association mainly aim to make the target accept a ne
