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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105606

    Title: 非營利組織如何打造品牌形象 : 以臺灣世界展望會為例
    Other Titles: How did the Nonprofit Organization build their brand images? : a case study of "World Vision" Taiwan
    Authors: 鄭雅蓮;Cheng, Ya-Lien
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 非營利組織;品牌;廣告;臺灣世界展望會;Nonprofit organizations;Brand;Advertising;World Vision Taiwan
    Date: 2015
    Issue Date: 2016-01-22 15:00:22 (UTC+8)
    Abstract: 近年來,隨著人們對社會議題的逐漸重視,非營利組織如雨後春筍般出現,在全球的發展中進入了高度成長期。在臺灣,從1992年到2012年為止,社會福利及慈善團體的數量,就由兩百多個成長到兩千四百多個,因此,為了持續營運,許多非營利組織便採行市場經濟的行銷組合策略,打造自身的品牌權益,增加競爭力。
    The purpose of this study was to explore how the nonprofit organizations used marketing strategies to build their brand images. The object of the study was the World Vision Taiwan. The study used Barich and Kotler’s framework and Hoshino Katusmi’s advertisement semiotics analysis to discuss the brand images and advertising texts of the World Vision Taiwan.
    The results revealed that the World Vision Taiwan set up their marketing channels via mainstream media and public welfare activities and create their brand images through multi products strategies, small donations, well-trained staffs, etc. Meanwhile, they invite celebrities to be brand spokesman to appeal to people to have a hand in events and experience by themselves. Also, they cooperate with different industries to explore diverse contributive way and make the World Vision Taiwan to be seen more easily. About brand image, they send sincereness, honesty and excitement of three main brand personalities in the long-term through news-reporting and television advertisement.
    In symbolic operations on the advertisings, the commercials showed activity endorser and local life mostly, also provided information of activity and contact way. The symbolic value of commercials could be summarized as use value, feeling image and life image. The researchers concluded that the World Vision Taiwan used multi-channel marketing strategies and the symbolic of commercials to convey their concept, to make the brand get into people’s mind, and to let consumers pick out the World Vision Taiwan from many other similar brands swiftly.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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