| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 97 === Due to the trend of corporate social responsibility, a large amount of corporations become to concern the social environment and philanthropic. And the concept of “customer-oriented strategy” has changed to “stakeholder-oriented strategy” (Duncan, T& Moriarty, E.S. ,1998). Corporate philanthropy is the most popular strategy to benefit the society and corporate stakeholders. For the strategy, most of corporations like to set up the corporate foundation to engage in corporate sponsorship, corporate social marketing. The communication media corporations also concern the corporate philanthropy in the era of convergence.
This study reviews the references of corporate foundation and media corporate philanthropy. Chunghwa Telecom Foundation, Eastern Culture Foundation, Eastern Charity Foundation, Appledaily Charity Foundation and CTV Charity Foundation are the objects of the study. This study uses in-depth interview to get the information of the current status, motive factors, philanthropic activities, marketing strategies and the future of communication corporate media foundation.
This research shows that communication corporate develop the corporate foundation due to the main factor of institutionalizing philanthropic activities. The main motive is corporate social responsibility. The internal effort factors include personnel effort, corporate resources and business strategies. The external effort factors include environment effort, events, cooperative object and persons received the benefits. The marketing strategies include database marketing, story marketing, experiential marketing, cause-related marketing and event marketing. The future plans include maintaining the strategy, sharing more corporate information through internet, developing philanthropic model, making beneficiaries independent and looking for philanthropic associates.
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