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題名：社會行銷市場區隔變數之比較研究--以骨髓捐贈活動為例
書刊名：管理評論
作者：黃俊英／林義屏 引用關係
作者(外文)：Huang, Junying／Lin, Yi-ping
出版日期：1998
卷期：17:1
頁次：頁39-59
主題關鍵詞：社會行銷；市場區隔；骨髓捐贈；區別分析；Social marketing；Market segmentation；Marrow donation；Discriminant analysis
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(1) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:60
　　　　　本研究以骨髓捐贈活動為研究對象，從社會行銷的角度瞭解其運作現況，以意見 與態度、生活型態 / 活動、及人口統計變數等為區隔基礎， 比較各區隔變數的區別能力， 並對潛在的目標市場進行市場區隔研究。以便利抽樣及人員訪問方式，共取得 1024 份有效 樣本。 研究結果發現：三組區別函數之區別能力以人口統計變數較佳，區別率達 72.77%； 並找出捐贈者與潛在捐贈者群體在這些區隔變數中的特徵。
　　　　　The purpose of this study is to compare discriminating ability of market segment variables, based on opinions and attitudes, lifestyle/activity, and demographic variables, of marrow donation activity from the perspective of social marketing, and to find out the segment variables of its potential market. Using convenient sampling and personal interviews, we had obtained 1,024 usable samples. Among these three variables, the demographic variables had the most powerful distinctiveness, and reached the discriminative ratio of 72.77%. We also stated the characteristics of donors and potential donors on these three segment variables.
期刊論文
1.Bloom, P. N.、Novelli, W. D.(1981)。Problems and Challenges in Social Marketing。Journal of Marketing，45(2)，79-88。  new window
2.Fox, Karen F. A.、Kotler, Philip(1980)。The Marketing of Social Causes: The First 10 Years。Journal of Marketing，44(4)，24-33。  new window
3.Laczniak, Gene R.、Lusch, Robert F.、Murphy, Patrick E.(1979)。Social Marketing: Its Ethical Dimensions。Journal of Marketing，43(2)，29-36。  new window
4.Schlegelmilch, B. B.(1988)。Targeting of Fundraising Appeals - How to Identify Donors。European Journal of Marketing，22(1)，31-40。  new window
5.Rothschild, Michael L.(1979)。Marketing communications in nonbusiness situations or why it's so hard to sell brotherhood like soap。Journal of Marketing，43(2)，11-20。  new window
6.Tobin, Gary(1985)。How Demographic Research Helps Campaign Planning。Fund Raising Management，16(11)，35-48。  new window
7.Wind, Yoram(1978)。Issues and Advances in Segmentation Research。Journal of Marketing Research，15(3)，317-337。  new window
8.Kaiser, H. F.(1958)。The varimax criterion for analytic rotation in factor analysis。Psychometrika，23(3)，187-200。  new window
9.Bagozzi, Richard P.(1975)。Marketing as Exchange。Journal of Marketing，39(4)，32-39。  new window
10.Kotler, Philip、Zaltman, Gerald(1971)。Social marketing: An approach to planned social change。Journal of Marketing，35(3)，3-12。  new window
11.Smith, Wendell R.(1956)。Product differentiation and market segmentation as alternative marketing strategies。Journal of Marketing，21(1)，3-8。  new window
12.Belch, Michael A.(1982)。A Segmentation Strategy for the 1980's: Profiling the Socially-Concerned Market through Life-Style Analysis。Journal of the Academy of Marketing Science，10(4)，345-358。  new window
13.Burnett, John J.(1981)。Psychographic and Demographic Characteristics of Blood Donors。Journal of Consumer Research，8(June)，62-66。  new window
14.Cermak, Dianne S. P.、File, Karen Maru、Prince, Russ Alan(1994)。A Benefit Segmentation of the Major Donor Market。Journal of Business Research，29(2)，121-130。  new window
15.Ferguson, Mary A.、Donor, Lynne、Carson, Lester(1986)。Using Persuasion Models to Identify Givers。Public Relation Review，12(Fall)。  new window
16.Green, Pual E.(1977)。A New Approach to Market Segmentation。Business Horizons，20(1)，61-73。  new window
17.Harvey, James W.(1990)。Benefit Segmentation for Fund Raisers。Journal of the Academy of Marketing Science，18(1)，77-86。  new window
18.Holmes, Jan、Riecken, Glen(1980)。Using Business Marketing Concepts to View the Private, Non-profit, Social Services Agency。Administration in Social Work，4(Fall)，43-52。  new window
19.Hyman, Herbert H.、Sheatsley, Paul B.(1947)。Some Reason Why Information Campaigns Fail。Public Opinion Quarterly，2，412-423。  new window
20.Kotler, Philip、Levy, Sidney J.(1969)。A New Form of Marketing Myopia。Journal of Marketing，July，55-57。  new window
21.Lovelock, Christopher H.、Weinberg, Charles B.(1978)。Public and Nonprofit Marketing Comes of Ages。Review of Marketing，416-420。  new window
22.Robbins, John E.、Robbins, Stephanie S.(1981)。Museum Marketing: Identification of High, Moderate, and Low Attendance Segments。Journal of the Academy of Marketing Science，9(Winter/ Spring)，66-76。  new window
23.Schlegelmilch, B. B.、Tynan, A. C.(1989)。Market Segment-Oriented Fund Raising Strategies: An Empirical Analysis。Marketing Intelligence & Planning，7(Nov. / Dec.)，16-24。  new window
24.Smith, Scott M.、Beik, Leland L.(1982)。Market Segmentation for Fund Raisers。Journal of the Academy of Marketing Science，10(Summer)，208-216。  new window
25.Star, Shirley A.、Hughes, Helen MacGill(1950)。A Report on an Educational Campaign: The Cincinnati Plan for the United Nations。American Journal of Sociology，55，380-400。  new window
26.Vaughn, Ronald J.、Pitlik, Joseph、Hansotia, Behram(1978)。Understanding University Choice: A Multi-Attribute Approach。Advances in Consumer Research，5，26-31。  new window
27.Wiebe, G. D.(1951)。Merchandising Commodities and Citizenship on Television。Public Opinion Quarterly，15，679-691。  new window
28.Yavas, Ugur、Riecken, Glen、Parameswaran, Ravi(1981)。Personality, Organization-Specific Attitude, and Socioeconomic Correlates of Charity Giving Behavior。Journal of the Academy of Marketing Science，9(1)，52-65。  new window
29.Yavas, Ugur、Riecken, Glen(1985)。Can Volunteers be Targeted?。Journal of the Academy of Marketing Science，13(2)，218-228。  new window
會議論文
1.Beik, Leland L.、Smith, Scott M.(1979)。Geographic Segmentation: A Fund Raising Examples。沒有紀錄。485-488。  new window
2.Miller, S. J.(1974)。Market Segmentation and Forecasting for A Charitable Health Organization。Atlanta, GA。  new window
研究報告
1.黃俊英(1995)。社會行銷－臺灣的成功個案。臺北。  延伸查詢new window
學位論文
1.曾芳瑩(1993)。臺灣地區社會福利基金會捐助人行為與市場區隔之研究(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.Lovelock, Christopher H.、Weinberg, Charles B.(1984)。Marketing for Public and Nonprofit Manager。New York：Wiley。  new window
2.Frank, Ronald E.、Massy, William F.、Wind, Yoram(1972)。Market Segmentation。Englewood Cliffs, New Jersey：Prentice-Hall, Inc。  new window
3.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
4.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
5.Fine, Seymour H.(1991)。Social Marketing: Promoting the Public and Nonprofit Agencies。Social Marketing: Promoting the Public and Nonprofit Agencies。M. A.。  new window
6.Kotler, Philip、Roberto, Eduardo L.(1989)。Social Marketing: Strategy for Changing Public Behavior。Social Marketing: Strategy for Changing Public Behavior。New York, NY。  new window
7.(1973)。Social Marketing: Perspectives and Viewpoint。Social Marketing: Perspectives and Viewpoint。Homewood, IL。  new window
 
 
 
 
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