管理大師彼得．杜拉克（Peter Drucker）說：「行銷的目的是要充分認識和了解顧客，促使產品或服務能適合顧客，並自行銷售它自己。」1969年，科特勒（Philip Kotler）與賴維（Sydney Levy）提出擴大化的行銷觀念後，行銷的理念和技術已充分被應用於非營利性的組織，幫助更有效地達成組織使命和目標。 「慈濟基金會」為當前台灣頗具規模之「NGO」慈善宗教團體，目前於全球有50個國家設有據點，約有1000萬名會眾，其慈濟靜思語社會行銷成果豐碩。本研究欲對「慈濟基金會」慈濟靜思語社會行銷策略的語藝進行幻想主題研究，從幻想主題、幻想類型了解該組織在靜思語社會行銷策略下開展之語藝視野，並探究語藝視野背後之意涵。 本研究選定慈濟大眾閱覽刊物，《慈濟月刊》、《慈濟電子報》為研究分析文本。研究結果發現，慈濟靜思語在社會行銷策略下所建構的語藝視野為「大愛無別、慈濟人間」。語藝視野背後意涵著：愛是無國界、無種族、無貴賤、無分別。因為「大愛」，人與人之間的慈善關懷與災難濟助行動，讓這世界和諧、溫暖、清淨。本研究認為，「慈濟基金會」的慈濟靜思語社會行銷策略，深具說服力量。 Peter. Drucker said: ＂The purpose of marketing is to fully know and understand customers, promote products or services to fit the customer and their own sales of its own.＂ In 1969, after Philip Kotler and Sydney Levy proposed expansion of marketing concepts, marketing concepts and techniques have been applied to the full non-profit organization, and help to accomplish more effectively the organization's mission and goals. ＂Tzu Chi Foundation＂ for the current Taiwan sizeable ＂NGO＂ Charity religious groups, currently has a worldwide presence in 50 countries. It has about 10 million of the congregation, and its social marketing Ci Ji Jing Si Yu is fruitful today. This study intends to do a research towards the Ci Ji Jing Si Yu social marketing strategies of ＂Tzu Chi Foundation＂ for language arts fantasy theme studies, from fantasy themes, fantasy types to understand the organization's aphorisms social marketing strategy to carry out the rhetorical vision and explore the implications behind the rhetorical vision. This study selected Tzu public reading publication, ＂Tzu Chi Monthly＂, ＂Tzu Chi Electronics News＂ as the study text. The results showed that Ci Ji Jing Si Yu in the social marketing strategy rhetorical constructed under the rhetorical vision of ＂Greater love for all, Tzu Chi the earth.＂ Rhetorical vision behind the meaning : love is with no borders, no race, no poor, no difference. Because ＂Great Love＂, interpersonal charity care and disaster relief actions is to make this world harmonious, warm and clean. This study suggests that the Ci Ji Jing Si Yu rhetorical strategy of ＂Tzu Chi Foundation＂ is a power of persuasion.
