| 摘要: | 過去非營利事業在行銷上常有爭議，原因在事業做行銷時所運用的資金是否恰當，在替事業宣傳的同時民眾也會思考行銷對非營利事業的重要性。非營利事業是否該行銷？有多少預算能做行銷是一個不斷被討論的問題，但是隨著網路時代的來臨，科技資訊成為行銷主流、網路強調低價化的商品販售、便利的獲取資訊亦為上網者的主要目的，而架設一個用於行銷的網站也不需花費如此高昂的成本；利用網路來行銷，讓非營利事業與營利事業站在同等的競爭平台上，也因為網路改變了人力行動的行銷成為電子程序，所以對非營利事業有益。 研究的核心問題在已建立網站的非營利事業，其預期的市場區隔、目標對象、偏好對象等，與實際上網人口的特性是否相符。從喜瑪拉雅基金會網路提供的台灣主要三百家基金會，加上新增的基金會資料，先透過知名搜尋引擎檢視建立網站的比例；次將已建立網站中著名的基金會為分析對象，透過立意取樣與內容分析，對建立網站具備的基本功能做分析以了解經營網站的狀況；最末將有建立網站的基金會以喜瑪拉雅基金會分費的九種性質分類，各取出10%為研究樣本，與資訊工業策進會提供的歷年上網人口特性調查做比較，藉此訂定出適合非營利事業投身網路行銷市場的參考依據。 結果發現，有無建立網站的基金會比例相差不多，各佔一半百分比，表示台灣基金會對於網路的重視處在正常階段，不過份跟進也不落後。基金數額多寡亦不與網站建立有明顯相關，這表示成立網站的因素不在於基金的多寡，但以類型來說，文化教育與醫療衛生兩類的基金會較注重網站的建立。 在有建立網站的基金會中，關於永續發展的主要條件：「檢索能力」和「及時回應」上卻較為忽略，所以有建立網站的基金會現況，在基本維持的方面尚稱滿意，然而在未來的永續發展部份卻仍處於觀望階段。 從九個類型的基金會中挑選出的網站與資策會統計數據作比較後得知，基金會無論在活動還是宗旨服務上，都有共識：認為網路有告知的作用，但在基金會偏好的目標對象條件上有不同的結果。根據資策會統計的實際人口特性顯示，平均上網人口收入在2∼5萬之間、上網年齡層在高中（15）至社會新鮮人（34）的階段，這對具備小額捐款與徵才、活動招募的基金會來說比較有利；而上網的女性人口雖在成長，目前比例仍較低，未婚的比例也不斷升高，是以在偏重女性對象以及已婚家庭、兒童的非營利事業，還得再觀察投入網路行銷市場的重要性。
The research starts with the major three hundred foundations in Taiwan offered by the Himalaya Foundation Website plus newly increased foundations to see if they have set up their own websites or not, then analyzes the ones who have their own websites to realize their status quo, and finally sorts the web-sited foundations with the nine-quality, taking each sort out 10 % as the research samples to compare to the population of the investigated on-liners by FIND , in order to build a based reference materials for those NPO that want to engage in Internet marketing. The result shows that there isn't any significant difference between web-sited and non web-sited foundations. It's obvious that the foundations in Taiwan have the importance on websites remain in the normal phase. Set or not have a websites has nothing to do with the capital. Two types of foundations -culture education and medical sanitation, pay more attention on the websites. Some web-sited foundation pay less attention on ＂Search ability＂ and ＂Immediate Response＂, which are the main points whether the website can continue to develop or not. So far, the present state of the web-sited foundations has maintained as ＂satisfied＂. As for the ＂continuing development＂, it still remains in the phase of wait-and-see. Foundations have the concepts of the Internet marketing, but haven’t the further preparation of the future development of the websites. The result which came from the comparison between the selected foundations and the statistic of FIND shows that no matter what activities or the mission of service they have, they are no differences. That is, the Internet has the function to notify. It's no doubt that the Internet marketing has the ability to offer NPO this function, but the preferable target groups that the foundations show have different results. According to FIND, the average income of the on-liners is between NT $ 20,000 and 50,000, the bracket the one-line age is from senior high school students (15) up to social freshmen (34). The foundations have the advantage that have petty donation, the recruit of staff, and activities. Though the growth of the female on-liners is growing, the proportion is still small. Whether to invest the NPO for female groups and children into the Internet marketing still needs further observation. |
