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    題名: 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)
    作者: 霍淑儀
    Fok, Shuk Yi
    貢獻者: 簡睿哲
    Jean, Bryan
    霍淑儀
    Fok, Shuk Yi
    關鍵詞: 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
    日期: 2013
    上傳時間: 2014-08-06 11:43:35 (UTC+8)
    摘要: 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
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    (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.
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    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.
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    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.
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    描述: 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
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101933025
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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