從社會行銷觀點探討非營利組織情感教育推廣策略──以大學階段為例 - 政大學術集成

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(1)2. 1 4. 3.. 立. ‧. ‧ 國. 學 sit. y. Nat. 3. 政治大. er. io. Examining the Promotion Strategies of. n. al Non-profit Organizations for College Relationship Education iv n U i e h n gofcSocial Marketing from the Approach. Ch.

(2) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v.

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(4) Abstract Relationship education aims to enrich people’s ability in building and managing relational intimacy with others. It is new here in Taiwan though in some countries it has been practicing for long time and has been proven effective. Building intimate relationship is a significant developmental task for college students, most of who are in their early adulthood. Considering the increasingly worsening romance and marital problems in our society, this study was conducted from the view of social marketing, rather than from the view of education, on which all the current literature was conducted, to explore the current status of non-profit-organizations’ marketing of relationship education among college students and to provide suggestions for its improving.. 政治大 practitioner and experts from non-profit-organizations, whose roles varied from teachers, 立 leaders of relevant organizations, and advocators for governmental policy; the interview This study was conducted with in-depth-interview with 7 relationship education. ‧ 國. 學. theme included their experience and opinion on practicing, structures and environments; the data collected was analyzed according to Kotler’s social marketing process to learn. ‧. about the current marketing environments and targets of relationship education for. y. Nat. college students and to provide suggestions for marketing strategies.. sit. The result indicated that, in spite of that lots of teachers and organizations have. n. al. er. io. been working diligently in promoting relationship education and that much has been. iv n C h eorganizations results, n g c h i U(either serving. gained in both teaching strategies developing and teaching outcome, generally speaking, to achieve better marketing. college students. directly or via schools and other agents which connecting providers and receivers) need to understand more about where and whom they serve and hence learn to become customer oriented. Based on this and opinions from the subjects, the researcher provided the following suggestion for future marketing of relationship education for college students: 1. To solve the problems of resource inadequacy and scattered efforts, resources for relationship education from various parties shall be integrated so as to successfully deliver the service to college students. 2. The project of marketing of relationship education shall enroll manpower from other related professions, for it a task that requires more other education iii.

(5) profession. 3. The marketing of relationship education shall get communities’ involvement for building a supportive environment to broaden their service group. 4. Since the marketing of relationship education is a matter concerning the welfare of our society as a whole, it requires contribution from the practitioners, the government, the academia, and also other fields of profession. In addition, this study observed variation of students’ characteristics and needs on relationship education across factors of school type, family socio-economic status and geographical region. Among all, the factor of school types was taken as most significant by the subjects and the researcher suggest that further studies explore it and relevant parties to consider it while developing marketing strategies, such as market segmentation.. 立. 政治大. Finally, regarding the involvement of the profession of communication, the. ‧ 國. 學. researcher suggests having teaching content available via various media, reinforcing the target’s awareness of needs by way of marketing, and raising profession of. ‧. communication and marketing that are familiar with relevant issues. Cooperation and mutual understanding between communication profession and education one shall. Nat. sit. n. al. er. io. Taiwan society.. y. benefit the development of effective local marketing models and hence contribute to. Ch. engchi. i Un. v. Key words: college student, non-profit organazation, relationship education, social marketing. iv.

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