臺灣成人教育機構之靈性課程及其行銷策略之研究

Abstract

本研究旨在探討成人教育機構所開設之靈性課程的內涵、特性及所運用之行銷策略。本研究以質性的深度訪談為主、文件分析為輔，探究課程規劃者和行銷者對靈性意義的解讀、對靈性課程的規劃與相應的行銷策略。而分析受訪的六個成教機構之觀點以及相關資料，本研究的結果包括下列：一、各機構對靈性的意涵闡釋可分成兩個層次：（一）覺知層次：1.靈性乃是反思生命的意義與內在連結的體驗；2.靈性乃是個體與宇宙的連結；3.靈性乃是心靈意識的內向探索與轉化。（二）行動層次：1.靈性應由內彰顯於每日外在行為；2.個體應以靈性面對各種限制或挑戰；3.靈性發展應把握現世的契機。至於靈性學習課程應具有的功能與特性，可整理出三個主要觀點：（一）課程具有可提升內在力量、轉化心靈意識的功能；（二）課程應以學員個人為主體，協助其靈性內尋而非外求；（三）教師需要具備深厚的靈性基礎和自省，並把生命當作一種持續不間斷的探索之旅。二、受訪機構的靈性課程在行銷策略組合方面呈現下列特點：1. 機構創辦人／領導人對於靈性的理念，影響「產品」即靈性學習課程之規劃。課程種類偏多元的機構，強調實用與整合的學習；偏向特定主題課程的機構，則專注於靈性意識的提升和身心靈平衡。2.「價格」策略方面，以非營利成教機構的課程價格較低，其他機構多採三種定價混和導向。3.「通路」方面，視課程屬性採用實體通路和線上通路併用。4.「推廣」方面，包含各種不同形式的運用，社群媒體已經成為行銷的重要管道。5. 「人員」方面，機構創辦人不僅擔任授課講師，並為其機構規劃課程及行銷策略。至於其他人力資源，半數的受訪機構以人脈網絡的協助，取代專職員工的聘用。整體而言，行銷策略的影響因素主要有兩項：一是視機構性質屬於營利或非營利，影響結果是其課程價格；另一則是創辦人／領導人的理念和對靈性的界定，影響結果在於課程的規劃設計，課程所設定吸引的目標群眾。亦即行銷策略有兩大影響因素，並帶來三方面的不同結果。基於上述發現，本研究最後對靈性成長課程的設計及行銷組合提出相關建議，以供後續研究及實務參考。

The main purpose of this study is to explore the connotation, characteristics, and marketing strategies implemented of the spiritual courses offered by adult education institutions. The research is primarily based on in-depth interviews and aided by document analysis to investigate the interpretations of the meaning of spirituality, the course plannings and the corresponding marketing strategies adopted by course planners as well as marketers. Through the analysis of the perspectives and related data of six adult education institutions interviewed, the results of this research include the following:1. The interpretations of spirituality by these institutions can be divided into two levels: (1) Awareness: a. Spirituality is the reflection on the meaning of life and the experience of inner connection; b. Spirituality is the connection between the individual and the universe; c. Spirituality is an inward exploration and transformation of spiritual consciousness. (2) Action: a. Spirituality should be manifested from the inside out in daily practice; b. An individual can go beyond limits of usual experiences or overcome challenges in life with spiritual transcendence; c. Spiritual development is to live in the present moment and play a part in this life.As for the functions and the characteristics that spiritual learning courses should possess, three main points can be derived: (1) The courses should be endowed with the functions of enhancing inner strength and transforming spiritual consciousness; (2) The courses should be student-oriented and assist the individual learner in seeking spirituality from one’s inner self, not beyond the mind.; (3) Teachers should possess profound spiritual introspection and consider life as an everlasting journey of exploration.2. The mix of marketing strategies adopted by the institutions interviewed presents the following characteristics:(1) The spirituality visions of institution founders/leaders have influences on the devising of “products”, i.e., spiritual learning courses. Institutions with a variety of courses emphasize practical and comprehensive studies, while institutions with specific theme courses focus on the growth of spiritual awareness and the balance among mind, body, and spirit.(2) In terms of “pricing” strategy, non-profit educational institutions offer low-price courses, while other institutions adopt a mix of three pricing strategies.(3) In terms of “place”, both physical and online channels are adopted depending on course attributes.(4) In terms of “promotion”, various forms are used and social media have become important channels of marketing.(5) In terms of “people”, the founders of the institutions not only act as course instructors but also formulate courses and marketing strategies for their institutions. And as for other human resources, half of the organizations interviewed take on the assistance from connections and networks rather than from full-time employees.Overall, the marketing strategies are affected mainly by two factors: one is the nature of an institution. Being for-profit or non-profit has an impact on course prices. The other is the philosophy and definition for spirituality embraced by founders/leaders, affecting the course planning and design, as well as the audience targeted. In other words, two main factors are influential on marketing strategies, which result in different outcomes in three aspects.Based on the above findings, this study finally puts forward suggestions on the design and marketing mix of spiritual growth courses for the reference of further research and practice.