政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/68249
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51005998      Online Users : 908
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/68249


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/68249


    Title: 非營利組織之事業企劃書：以台灣動物平權促進會為例
    Business Plan for Nonprofit Organizations: The Case of Taiwan Animal Equality Association (TAEA)
    Authors: 霍淑儀
    Fok, Shuk Yi
    Contributors: 簡睿哲
    Jean, Bryan
    霍淑儀
    Fok, Shuk Yi
    Keywords: 非營利組織
    非營利組織
    非營利行銷
    動物保護
    動物權利
    Nonprofit Organizations
    NPOs
    Nonprofit Marketing
    Animal Protection
    Animal Rights
    Date: 2013
    Issue Date: 2014-08-06 11:43:35 (UTC+8)
    Abstract: 非營利組織之事業企劃書：以台灣動物平權促進會為例
    With the high level of economic development, there are more and more social issues caused and some nonprofit organizations have founded for advocating core values to influence people and achieve social changes. However, high organizational performance and good organizational effectiveness are not universal in nonprofit organizations; therefore, nonprofit organizations are recommended to refer to marketing knowledge for increasing their organizational effectiveness. This business plan is using a Taiwan nonprofit organization as a case to study how to transfer commercial marketing knowledge into nonprofit organizations for contributing organizational success.
    1. Executive Summary 1
    2. Introduction 3
    3. Literature Review 5
    3.1. Nonprofit Organizations (NPOs) 5
    3.2. International Classification of NPOs 6
    3.3. Commercial Marketing vs. Nonprofit Marketing 7
    3.4. Transferring “Commercial Marketing Knowledge” to “Nonprofit Marketing” 7
    3.5. Nonprofit Organization Effectiveness 9
    3.6. Business Plan 9
    4. Business Plan 11
    4.1. Organizational Background 11
    4.1.1. Organizational Structure 11
    4.1.2. Organizational Mission 11
    4.1.3. Organizational Goals 12
    4.2. Environmental Analysis 14
    4.2.1. External Analysis – Global Situation 14
    4.2.2. External Analysis – Laws and Regulations 15
    4.2.3. External Analysis – Animal Protection Groups 17
    4.2.4. Internal Analysis - Resources and Capabilities of TAEA 19
    4.3. SWOT Analysis 22
    4.4. STP Strategy 25
    4.4.1. Market Segmentation 25
    4.4.2. Market Targeting 26
    4.4.3. Market Positioning 29
    4.5. Marketing Plan 31
    4.5.1. Product Strategy 31
    4.5.2. Price Strategy 33
    4.5.3. Place Strategy 34
    4.5.4. Promotion Strategy 35
    4.5.5. Publics Strategy 36
    4.5.6. Partnership Strategy 37
    4.5.7. Policy Strategy 38
    4.5.8. Purse String Strategy 39
    4.6. Financial Projections 40
    Reference 41
    Reference: (Jul. 2013). Annual Statistics of Scientific Procedures on Living Animals Great Britain 2012. Home Office of U.K. Government.
    (Jul. 2011). Annual Report Animal Usage by Fiscal Year. Animal and Plant Health Inspection Service, U.S. Department of Agriculture.
    (Dec. 2010). 2009 CCAC Survey of Animal Use. Canadian Council on Animal Care.
    (Jan. 2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies.
    (2013). A Guide to Financial Statements of Not-For-Profit Organizations. C. P. A. o. Canada.
    (2013). UK Law Relating to Animal Welfare, The Liaison Group of UK Animal Welfare Advisory Bodies
    Abrams, R. and R. M. Abrams (2003). The successful business plan: secrets & strategies, The Planning Shop.
    Andreasen, A. R., et al. (2005). "Transferring" Marketing Knowledge" to the Nonprofit Sector." California Management Review 47(4).
    Anheier, H. K. (2000). Managing non-profit organisations: Towards a new approach, Centre for Civil Society, London School of Economics and Political Science.
    Anheier, H. K. (2005). Nonprofit organizations, Routledge London.
    Barrow, C., et al. (2001). The business plan workbook, Kogan Page Publishers.
    Burnett, J. (2007). Nonprofit marketing best practices, John Wiley & Sons.
    Clarke, P. and P. Mount (2001). "Nonprofit marketing: the key to marketing`s ‘mid‐life crisis’?" International journal of nonprofit and voluntary sector marketing 6(1): 78-91.
    Gallagher, K. and C. B. Weinberg (1990). "Coping with success: new challenges for nonprofit marketing." Sloan Management Review 33(1): 27-42.
    Helfat, C. E. and M. B. Lieberman (2002). "The birth of capabilities: market entry and the importance of pre‐history." Industrial and Corporate Change 11(4): 725-760.
    Herman, R. D. and D. O. Renz (1999). "Theses on nonprofit organizational effectiveness." Nonprofit and Voluntary Sector Quarterly 28(2): 107-126.
    Kean, H. (1998). Animal rights: Political and social change in Britain since 1800, Reaktion books.
    Knight, S., et al. (2003). "Using grounded theory to examine people`s attitudes toward how animals are used." Society and Animals 11(4): 307-328.
    Kotler, P. and S. J. Levy (1969). "Broadening the concept of marketing." Journal of marketing 33(1).
    Kotler, P. and G. Zaltman (1971). "Social marketing: an approach to planned social change." Journal of marketing 35(3).
    Kreiser, P. M., et al. (2002). "Assessing the psychometric properties of the entrepreneurial orientation scale: A multi-country analysis." Entrepreneurship Theory and Practice 26(4): 71-94.
    Levy, S. J. and G. Zaltman (1975). "Marketing, society, and conflict." Englewood Cliffs.
    Lumpkin, G. T. and G. G. Dess (1996). "Clarifying the entrepreneurial orientation construct and linking it to performance." Academy of management Review 21(1): 135-172.
    McKeever, M. P. (2001). How to write a business plan, Nolo.
    Mukerjee, M. (Aug. 2004). Speaking for the Animals: A Veterinarian Analyzes the Turf Battles That Have Transformed the Animal Laboratory. Scientific American.
    Naldi, L., et al. (2007). "Entrepreneurial orientation, risk taking, and performance in family firms." Family Business Review 20(1): 33-47.
    Paton, R. and J. Foot (1997). "Dashboards for nonprofits: a new approach to an old problem."
    Pope, J. A., et al. (2009). "Developing a marketing strategy for nonprofit organizations: An exploratory study." Journal of Nonprofit & Public Sector Marketing 21(2): 184-201.
    Rauch, A., et al. (2009). "Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future." Entrepreneurship Theory and Practice 33(3): 761-787.
    Salamon, L. M. and H. K. Anheier (1992). "In search of the non-profit sector II: The problem of classification." Voluntas: International Journal of Voluntary and Nonprofit Organizations 3(3): 267-309.
    Salamon, L. M. and H. K. Anheier (1996). The international classification of nonprofit organizations: ICNPO-Revision 1, 1996, Johns Hopkins University Institute for Policy Studies.
    Salamon, L. M. and H. K. Anheier (1997). Defining the nonprofit sector: A cross-national analysis, Manchester University Press.
    Weinreich, N. K. (2010). Hands-on social marketing: A step-by-step guide to designing change for good, Sage Publications.
    Wiebe, G. D. (1951). "Merchandising commodities and citizenship on television." Public Opinion Quarterly 15(4): 679-691.
    The German Animal Welfare Act (TIERSCHG). Max Planck Institute for Biological Cybernetics, Department Physiology of Cognitive Processes.
    History of animal rights in Germany. ARE (animal rights extremism) Information, Understanding Animal Research.
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    101933025
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101933025
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2462View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback