Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99738
Title: 傳播媒體參與公益行為之研究-以其基金會運作方式為例
A Study of Corporate Philanthropy Behavior of Communication Media Corporate Foundation
Authors: 楊美雪
Yang, Mei-Hsueh
羅仕倫
Lo, Shih-Lun
Keywords: 傳播媒體
企業基金會
企業參與公益
企業贊助
Communication Media
Corporate Foundation
Corporate Philanthropy
Corporate Sponsorship
Issue Date: 2009
Abstract: 企業社會責任風潮使得企業開始注重參與公益活動,企業贊助成了企業維持形象以及投資的管道,企業經營責任與行銷所關注的對象由「顧客」轉為「利害關係人」(Duncan, T& Moriarty, E.S., 1998) 。有鑑於此,不少企業設立專屬企業基金會來從事參與以及贊助的公益活動。根據統計目前國內排名前500大的企業80%有設立基金會(郭玉禎,1999),而傳播媒體業歷經數位化、媒體匯流與跨界經營,走向企業化與集團化的經營模式,對於從事公益活動也呈現多元化的趨勢,部分傳播媒體企業也透過成立企業基金會來投入公益。 本研究依據研究目的,蒐集企業基金會、傳播媒體從事公益相關之文獻資料,並以中華電信基金會、東森文化基金會、東森慈善基金會、蘋果日報慈善基金會與中視愛心基金會為研究對象,採用深度訪談法以探究傳播媒體企業基金會之現況、參與公益動機、參與公益影響因素、參與公益行為、參與公益的行銷策略、參與公益運用的行銷工具與基金會未來規劃與發展。 研究結果發現:五家傳播媒體企業基金會,成立背景主要為「公益制度化」,並且都是「獨立運作型」基金會。參與公益主要動機為「企業社會責任」,主要影響之內部因素為人、資源與經營策略因素,外部影響因素主要為事件與社會環境因素;傳播媒體企業基金會參與公益行為以金錢、物資、服務技術與企業志工為參與方式;傳播媒體企業基金會參與公益的行銷通路策略包含資料庫行銷、故事行銷、體驗行銷、善因行銷、事件行銷。傳播媒體企業未來的規劃包含持續經營原有策略,也將運用網路分享更多資訊、發展公益合作模式、增加互動並使受益對象獨立、以及依社會環境進行計畫修正。
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 CultureFoundation, 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.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0694720147%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99738
Other Identifiers: GN0694720147
Appears in Collections:學位論文

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.