Research On The Management And Marketing Strategy Of Non - Profit TV

When natural world runs to its limit, people will begin to explore the value of life and the sense of mission of strong dedication in their inner world which makes Non-profit Organization (NPO) emerge in21st century. NPO, like mushroom after rain, hence develops prosperously. Whatever field you are, NPO gives soothing power to the restless people mainly with love, care, public interest and education.The thesis, A Study on Operating Management and Marketing Strategy of Non-profit Television Stations-A Case Study of Taiwan Non-profit Television Stations, takes non-profit television stations in Taiwan as the research objects and explores the social role mission, social marketing model, program producing and operating management strategy of non-profits television stations sponsored by Taiwan NOP. It also makes a in-depth study and analysis on the advantages and disadvantages of such television stations and how they achieve their mission purposes, expecting the non-profit television stations with insufficient canital sources can find a onerating method different from, traditional commercial television stations and deepen organizational operating flexibility and vitality so as to achieve their blueprint strategy.The study covers three aspects, non-profit organization, broadcast and marketing. In terms of research structure, it gives consideration on background of non-profit groups, NPO and broadcast media features. It firstly starts from the outer overall environment to analyze social culture, broadcast laws, economic factors and other factors. For the television stations operated by NPO, the operation objectives and strategies can be affected by external environment factors and internal environment factors. This study firstly analyzes the external environment factors, including organization background, system operator, audience structure, competitor and capital sponsor and then internal environment factors including organization structure, human resource, financial source, program strategy and brand marketing strategy. After learning the external and internal environment factors, it further explores the core operation model, including management, program, labor, finance and marketing.This study takes the most representative non-profit TV stations Beautiful Life Television and Da Ai Television which are supported by Foundation of Taiwan Organization for Philanthropic Education and have good audience rate and public praise as the research objects. Based on the channel mission, orientation, audience and environmental factor development strategy, this study finds "Beautiful Life Television" and "Da Ai Television" is centered on balanced strategy of maintaining public interest and education to achieve the organization mission and economic benefit. Taking education as the core idea,"Beautiful Life Television" imbeds moral education, humanistic education and religious education in the marketing methods and adds them in the important programs to gain unconscious results."Da Ai Television" takes real life story drama to drive the centralized strategy of brand, creating the top drama television in Taiwan. Tzu Chi people’s real stories are moving. Through the drama technique of TV series, it uses soft technique to bring the organizational philosophy conveyed by Tzu Chi Foundation to audience. This study discusses how the two TV stations that successfully imbed marketing achieve the basic organizational spirit by program brand so as to realize their blueprint strategy.Finally, this study, based on above discussion, suggests non-profit TV stations should pay attention the following directions in operating management:1. Value mission.2. Channel location should be in line with required audience.3. Grab environment advantages and take good use of strategy.4. Develop fund-raising and finance support strategies.5. Take good use of volunteer human resource.6. Strengthen marketing and public relations to increase the cognition of audience.7. Value program presentation and use program strategy flexibly.8. Use volunteer human resource.Generally, non-profit TV stations are not as good as commercial TV stations in resources, but they instill a restless power to the society and provide audience another channel option which has become a special atmosphere in Taiwan. Nowadays, Taiwan and mainland China are becoming harmonious. With the rising of mainland China’s economy, the society needs such power more. Taiwan non-profit TV stations may provide mainland China’s TV station a new thinking mode as the reference in operating model and program content to improve the welfare of both sides of the Taiwan Straits.However, the current non-profit TV stations are lack of commercial advertisement support in operation and have insufficient capital sources. Therefore, compared with commercial TV stations, they are still lack of many resources. In addition, Taiwan media market is limited and how these non-profit TV stations provide innovative ideas and insist on their ideals to keep pace with times will be a huge challenge to their development prospect.