| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 102 === The development of polybasic society , the development of non-profit organizations in Taiwan gradually importance by the public , religious non-profit organization - Tzu Chi Foundation was the first set up non-profit organization in Taiwan, likes in disaster relief , health care , education and the humanities , for regard to social advancement contribution was very important influence. The study was by literature review and the set of data correlation, the non-profit organizations made an initial marketing strategy defined and discussed, and the marketing is used one of the tool to achieve the purpose of the strategy is the organization's mission.
The purpose of this study was to investigate the marketing strategy of non-profit organizations , the based on non-profit organization of religion type - Tzu Chi for the study, and Tzu Chi four missions ( charities , health, education , humanities ) to study the scope and explore its success in attracting service recipient and the donor of the trust and support of the reasons , by viewing CORPS five basic elements , which of missions successful popular marketing strategy , it could learn and reference as other non-profit organizations.
Using CORPS analysis, a professional non-profit organizations is built from a strong decision core, a team of participants, professional operations and specialized services. Proceed to verify and analyze the data post obtained, this study also found that Tzu Chi successful through people’s hearts to the charm of the decision core leader , success factors other CORPS model : 1 . Multiculturalism service an objects ; 2. Hierarchical organizational structure and mode of operation ; 3. Abundant resources and financial autonomy use ; 4. Hugeness efficient volunteer group ; 5. Diversified services. Combined five points above the important factors can be observed, under the Tzu Chi mission and philosophy to help all society of people ,for example: from postnatal education , medical illness , and charitable assistance in case of disaster , the community after the old care, die of chanting, the four missions , and mahayana of the eight successful marketing Tzu Chi vision and deeply thrilling success .
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