無論是營利組織或非營利組織，其經營都會受到外在環境所影響，因此，組織必須適時地調整自身的管理方式來因應外在環境的變化。在過去的研究中，品牌知名度、領導行為以及行銷策略大多運用於營利類型之企業，鮮少為非營利事業所重視。本研究欲證明非營利組織也如同營利組織一般，必須重視其品牌知名度與領導行為，並運用品牌知名度與領導行為來增強組織的運作與發展，同時加強組織成員對組織的忠誠度。 本研究先運用量化分析法，來探討品牌知名度與領導行為是否能夠影響組織成員對組織的信任與認同，甚至對組織產生忠誠度。經採用問卷調查法，以國際佛光會中華佛光青年總團的大專院校香海社團為研究對象，所得資料以信度分析、相關分析與迴歸分析等方法進行分析研究，其主要發現包括：(1)若加強非營利組織的品牌知名度與領導行為將可提高組織成員對組織之忠誠度；(2)組織信任與組織認同具有中介效果。 最後運用系統思考佛教系統方法論(BSM)，以質性訪談法收集組織問題及重要相關成員之意見以建構出一套行銷策略流程，其行銷策略流程包含(1)選定目標市場；(2)品牌定位；(3)產品(活動)類型；(4)行銷通路。藉由此行銷策略流程，目的可提昇組織之品牌知名度與領導者之領導行為，以增加成員對組織的忠誠度。 No matter profit or non-profit organizations (NPOs), their management ways are effected by the changing of external environment. Therefore, organizations need to adjust their management ways frequently in order to adapt to the changing of environment. Usually, the brand awareness is using studied for the profit organization in the past, and rarely analyzed in the studies on NPOs. This study provides the evidence that NPOs should pay attention to brand awareness and leadership behavior as well as the profit organizations. Moreover, the NPOs also need to use the brand awareness to improve their organization development and by increasing their brand awareness in order to enhance organization members' loyalty. Firstly, this research is using quantification analytic method to provide the evidence that whether the band awareness and the leadership behavior will affect members' assurance, identification or members' loyalty. By using the methodology of questionnaire survey in the sub-divisions in universities of ＂BLIA, Young Adult Division, R.O.C.＂ and obtain data analyzed by reliability test, correlation test, and regression test. The main findings are as below: (1) By enhancing NPO's brand awareness can increase organization members' loyalty (2) Brand Awareness and Leadership Behavior and Member Loyalty are mediated effect by organizations trust and organizations identification. Finally, by using Buddhist Systems Methodology (BSM) to recognize real problems and gather ideas from organization members in order to develop a set of marketing strategy for enhancing brand awareness. The marketing strategy process includes: (1) Select the market of goal; (2) identify the market; (3) Decide products (or activity) types; (4)Marketing channel. The purpose of marketing strategy process is to enhance organizations' brand awareness and leadership behavior in order to increase the degree of organization members'loyalty.
