| Abstract: | 企業在追求利潤最大化之餘，也逐漸意識到社會責任的重要性，願意以「取之社會，用之社會」的觀念，實踐企業社會責任。主要模式則從非營利組織的贊助者，演變成提撥資金或盈餘自行創立基金會的模式；同時也開始重視企業及社會資源整合、公益服務推廣和行銷、企業核心能力與經營策略等議題。據此，本文以明基友達基金會為例，旨在探討企業基金會如何運用整合行銷策略妥善實踐基金會設立目的，同時探討企業基金會的業務運作模式對捐助企業帶來的影響為何。研究過程採用問卷調查法，藉由曾經參與或曾經聽聞基金會活動人員的意見，來了解基金會的實務運作與整合行銷策略，在利害關係人心中留下哪些感受和產生哪些效應，並以此為基礎對研究個案的未來發展提出建議。研究過程以明基友達基金會成員及明基友達集團員工為施測對象，以電子郵件寄發回收問卷，共計發放375份問卷，其中並未出現漏答題目、重複作答或勾選答案不完整、無法回收等情況，所以375份問卷全數為有效問卷，有效問卷率達100％。資料分析方法包括：敘述性統計分析、信效度分析、獨立樣本t檢定、單因子變異數分析、相關分析；整體而言，研究發現指出當企業員工認同企業基金會的整合行銷策略，對企業社會責任的實踐程度有正向影響；換言之，企業基金會透過整合行銷策略的推廣執行，有助於提昇企業社會責任的落實程度。
While in pursuit of profit maximization,the corporate also an increasing awareness of the importance of social responsibility, willing to "take the community, with the society" concept, practice corporate social responsibility. Main Mode from the nonprofit sponsors, evolved into its own surplus appropriated funds or foundations established pattern; also starting to focus on corporate and social integration of resources, public service promotion and marketing, corporate core competencies and business strategy and other issues.Accordingly, this article BenQ AUO Foundation, for example, corporate foundations to explore how to use integrated marketing strategies foundation established to properly practice, corporate foundations also discussed the business model of the impact on corporate donations why. Course of the study using a questionnaire interview, by the Foundation has been involved in activities or have heard the views of staff, to understand the foundations of practical operation and integration of marketing strategy, in which interested parties left the hearts feelings and have what effect, and thus based on a case study for the future development proposals.Research process to BenQ AUO Foundation members and employees of the Group AUO Ming set as the target, by e-mail sent questionnaires, a total of 375 questionnaires were distributed, A problem which does not appear drain, repeat answer or check the answer is incomplete, can not be recycled, etc., so full of 375 questionnaires were valid questionnaires, the effective rate of 100% questionnaires. Data analysis methods include: descriptive statistical analysis, reliability and validity analysis, independent sample t test, one-way ANOVA, correlation analysis; Overall, the study found that when employees agree that the corporate foundations of integrated marketing strategy, corporate social responsibility has a positive impact on the practice of the degree; In other words, corporate foundations through integrated marketing strategies to promote execution, help to improve the degree of implementation of corporate social responsibility. |
