公益行銷對非營利機構的影響

Abstract

摘要隨著社會公益議題的受到重視，各類型的非營利組織快速的因應而生 ，使得關心公益活動的消費者亦日益增多。有鑒於此，企業的行銷人員亦 開始注意到這群數目不斷增加的族群；企業遂嘗試與非營利機構合作，將 公益活動視為一種理念商品運用在產品的行銷策略中。這種兼顧行銷利潤 、提昇企業形象雙重目標的產物─即為「公益行銷(Caused-related Marketing, CRM 或稱Joint-Venture Marketing)」。本研究係屬於探索 性研究，其目的在於探討企業施行CRM的行銷策略後，透過消費者購買行 為、消費者的捐贈行為以及消費者反應的改變狀況，找出公益行銷對非營 利機構的影響。本研究利用人口統計變數、個人過去一年捐助公益的經驗 、對CRM的認知程度作為自變數；公益行銷活動變項為因變數。研究資料 以居住在台北市的消費者為研究對象；資料蒐集採用問卷發放。研究結果 顯示：性別、年齡、職業、教育程度、宗教信仰、個人年收入的不同對 CRM的參予程度有顯著的差異；而無捐贈經驗且將捐贈方便性視為重要捐 贈考量因素的消費者較支持CRM。對非營利機構而言，透過CRM可使一般消 費大眾對非營利機構的成立主旨和活動內容更加了解；但CRM並非是穩定 且長期的捐贈來源。最後本研究並依據分析的結果，針對非營利機構在運 用CRM時提出相關的建議。 A Study of the Caused-Related Marketing on Nonprofit OrganizationStudent: Hsuen-Lan Chan Advisor: Prof. Quang-Hua Chen Institute o f Management ScienceNational Chiao Tung UniversityAbstract In recent years, because of the philanthropies issue become more and more important, the different types Nonprofit organizations are growing, the consumers who concerned about the philanthropies issue are increase fast. In response, marketers have been monitoring the growing consumer concern about the philanthropies with much interest. One way to response is to create 「Cause-Related Marketing, CRM」（or Joint-Venture Marketing）promotional messages that appeal to the needs and desires of philanthropies concerned consumers. CRM is the way to make corporations become the sponsors of philanthropies, which can promote corporations' image and increase commercial profits at the same time.This research is an exploration study about CRM and focus on the impacts of NPO that were influence by CRM through the consumer's purchasing behavior, consumer's donating behavior and consumer's response. The independent variables are demographics, donating experience and recognition of CRM, and the dependent variables are the differences of sponsor companies' industry, donee and region. The approach to collect data is by asking questionnaire and the study objects are the consumers who lived in Taipei.The research results shows: First, the consumer's support degree of CRM is influence by sex, education, religion, vocation, and personal annual income. Second, the consumer's support degree of CRM is influence by donating experience, and convenience of donating. Third, consumers can easily to knowing about the purpose of NPO through CRM. Fourth, the CRM is not the mainly fixed and long term income to NPO. Finally, marketing strategies for the NPO when use the CRM presented for recommendation.Key words: Cause- Related Marketing, Philanthropy, Consumer Response, Consumer Donating Behavior.