The Study on Relationship Marketing in Non-profit Organization – The Case of Organization A

• Main Authors: MIN-CHEN WU, 吳敏真
• Other Authors: Jian-Yu Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/21993418597720749423

碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 97 === Recently, the competition among the nonprofit organizations is getting sharper. The organizations with similar characters compete for their resources, volunteers and followers. When the resources are drawn away, the organizations may have difficult in running, and of course, they can’t get to reach their final line. Therefore, how to manage the nonprofit organizations effectively and apply the resources to get beneficial results in order to help the organizations to reach their goals is the subject that nonprofit organizations need to think about and is the main subject that the author wanted to study. “Relationship marketing”means that an establishment offers multi-services to attract customers and get close relation with the customers. By contact closely with the customers, the organizations keep their most long term benefits. The relationship marketing of nonprofit organizations is to unite efficiently donators, volunteers and the beneficiaries in order to reach the goals and the missions of nonprofit organizations. This study wanted to study, first, the features and the current situations of nonprofit organizations. Second, analyzed the secondary data to understand how nonprofit organizations ran relationship marketing. Then, through interview, the author tried to get to know the problems that the nonprofit organizations were facing. Finally, drew up a specific strategy of relationship marketing for the specific case organization.