摘要:

有鑑於醫學教育的改革，訓練標準化病人，擔任醫學生評估與教學，已蔚為風氣，然而，大多關注的焦點仍停留在測驗與醫學生核心表現，至於在標準化病人的起始動機，卻鮮為人所關注與探討，特別是背景與使命，其個人生命價值之影響，在擔任醫學生教學與評估的演出中更顯重要。本研究目的從慈濟之標準化病人志工的服務經驗中，探索其對生命價值與宗教使命之看法，研究方法採質性研究中的深度訪談，共計訪談6位擔任準化病人一年以上之志工，經過整理與分析，發現志工參與此醫學教育任務之動機多元，其中證嚴法師領袖魅力與角色扮演人倫關係，背後情感的連帶與家庭類比關係模式，動機談論與文化劇本等，與牽掛結構及存有締結生死無常之體悟，均對這群具宗教背景的志工，擔任標準化病人有深刻的影響。

慈濟志工擔任標準化病人之理念與實踐，其宗教使命感與助人、關懷等利他行動之間的關聯，標準化病人與醫院的服務志工不同，其特質與醫護人員有著密切接觸，醫學與護理是講求高度精準且涉及生命存亡的專業領域，標準化病人必須在醫護人員實務訓練中所扮演吃重角色，重複且多次的演出劇本的情境需求。

雖然標準化病人就其實踐工作上有著特殊性，但其依然是醫院志工以及全體慈濟志工的一員，本研究若欲探討標準化病人的宗教理念內涵，亦需將之放置於慈濟宗門的脈絡中來論述，因此，本研究範圍除了採集標準化病人的個別經驗詮釋，亦探討標準化病人所在的慈濟宗門之核心宗旨與教團理念，並溯源至華人文化傳統中幾個主要信仰體系的倫理實踐觀，包括儒家的社會倫理、佛教的慈善觀、民間宗教的積功德觀等宗教思想。

出自集體和個人的動因一同構成外在的實踐模式，本研究將承續上述研究，將倫理實踐之動機分為理念與行動、集體與個別、顯與隱的理論架構，進一步指出宗教使命感在標準化病人扮演中的個人意義基礎。

Abstract:

In the reform of medical education, training standardized patients, as the assessments and teaching for medical students, has already become the norm. However, most emphasis is still at the core of performance tests of medical students. As for the personal background and individual motivations of standardized patients, on the contrary, are often neglected. The purpose of this research study is to explore in-depth of individual values and missions from six volunteering standardized patients involving the process. Qualitative research methods are adopted in the study. Interviews conducted from six standardized patients, all have more than one year volunteering experience in the service of standardized patient program. Through data collation and analysis, the task motivations and diversity beliefs of these volunteering standardized patients are presented. With scripts related to individual family and cultural analogy, Master Cheng Yens influential charismatic leadership upon role-playing human interaction, and care-structure with participating volunteers self-realization on impermanence of life and death, all of these have a profound and unique impact on standardized patients with a religious background in this research founding.

取自台灣博碩士論文知識加值系統

摘要:

對於患有嚴重血液、代謝及免疫系統疾病的患者，造血幹細胞移植對他們來說可能是救命的治療方式。全世界目前約有23億的非親屬造血幹細胞志願者登錄資料，反觀華人的骨髓捐贈志願者卻是遠遠少於西方白人志願者。慈濟骨髓幹細胞中心關懷小組以台灣二十年來的經驗建立了一套有效提升骨髓捐贈接受度的招募模式。本研究將以質性研究法來透析台灣民眾對於骨髓捐贈的看法與經驗。透過焦點小組的訪談了解一般人對於骨髓捐贈的常識、看法及決定過程。焦點小組的訪談對象包括了捐贈者、受贈者及慈濟志工。研究發現關懷小組針對華人需求所制定的招募策略具有重要的意義。志工提供情感上的支持以減少捐贈者焦慮情緒、降低家人對捐髓的擔心、盡力協助當事人克服捐贈過程中所遇到的困難，並細心照料健康直到身體復原。結果顯示捐贈小組的介入影響了民眾的捐髓意願，大大提升民眾正面感受與強化社會大眾的捐髓動機。關懷小組具有價值的勸髓經驗正可供世界其他骨髓資料庫面對華人志願者招募挑戰之學習參考。

Abstract:

Hematopoietic stem cell transplantation is a life-saving therapy for patients with blood, metabolic or immune system disorders. There are over 23 million unrelated donors being listed worldwide, but Chinese consented to bone marrow (BM) donation are fewer than Caucasian donors.

The Buddhist Recruitment Group of Tzu Chi Stem Cells Center (TCSCC) aims to build a role model to improve the acceptance of BM donation in Taiwan. This thesis presents a qualitative perspective of the people’s experience involved in the donation process. Donors, receptors, and volunteers were recruited to attend focus groups purported to discuss their knowledge, beliefs and decisions-making process related to BM donation. The findings indicated that recruitment strategies tailored to the needs of Taiwanese people used by the volunteers in the Recruitment Group are important. Volunteers provided emotional support to reduce donors’ anxiety, ease family concerns, dedicate to help donors overcome barriers, and give effort to care for their health until full recovery. The results showed that the involvement of recruitment volunteers in increasing donators’ positive feeling and strengthen motivates the public to take part in BM donation practice. In conclusion, this study summarized valuable procedures and experiences of the Recruitment Group in TCSCC and provides implications for other registries in Asia as they face similar issues brought about by recruiting Chinese donators.

取自台灣博碩士論文知識加值系統

摘要:

本研究欲探討影響花蓮地區病患或家屬選擇就醫途徑的因素。藉以了解花蓮慈濟醫院如何透過頻脊的環境下決定正確的經營策略？病患或家屬在就醫前主要是透過哪些機制了解醫院，願意放心托付此醫院的醫療服務？病患需要醫療服務時，如果平時沒有對所在地區的醫院與醫師有所了解，會不會有病急亂投醫的情況發生？並參考國內外相關文獻，選定知覺品質、市場行家、顧客承諾、口碑、行為意圖與經驗品質作為本研究之變數。以花蓮慈濟醫院之醫療病患為研究對象，採問卷調查方式針對醫療病患對於個案醫院關係行銷與信任、忠誠度之關係進行調查。經資料分析結果有以下幾點重要發現：1.知覺品質在病患的心目中是最重要的，其它依序為市場行家、顧客承諾、口碑、行為意圖與經驗品質。2.行為意圖對於口碑的傳播有相關正向影響。3.經驗品質越高，就醫選擇將對有行為意圖正向影響。4.就醫者有較高的經驗品質，將會超越知覺品質。5.顧客承諾越高對口碑溝通有相關正向影響。6.知覺品質與顧客承諾二者間對口碑溝通有顯著交互影響關係。7.市場行家的形成，將影響知覺品質與顧客承諾。

並根據以上研究結果提出下列幾點建議：

1.應加深社區醫療衛教互動：透過醫護人員進入社區進行衛教，拉近彼此的關係，也能提升市場的口碑，讓一般民眾的知覺品質趨於正向。

2.應加強在地化公開活動營造：應與政府機構合作，在公開場合舉辦各類活動，改善本地人對醫院的口碑，藉以培養出願意與他人分享口碑的市場行家。

3.重視不同的市場區隔，擬定客製化的行銷策略：不管是哪種人口區隔特性的顧客，都要針對醫療院所可能忽視的地方予以加強，擬定客製化的行銷策略並實行之。

Abstract:

This research is to discuss the impact factors for patients and their family members selecting hospital in Hualien. To know how the Buddhist TZU CHI General Hospital makes the correct business strategy decisions in the barren environment. To know what mechanisms the patients and their family members are through and willing to entrust the hospital medical services. To know if the patients will go to the hospitals even they do not know the hospitals and doctors well. This research refers to the relevant literature to select perceived quality, market maven, customer commitment, word-of-mouth, behavioral intentions, and quality of experience as the research variables. The patients in Buddhist TZU CHI General Hospital are the research samples, and the questionnaire survey is used in this research to investigate the relationship between the relationship marketing and trust and loyalty. The data analysis results are as following: 1. Perceived quality is important for patients and follows by market maven, customer commitment, word-of-mouth, behavioral intentions, and quality of experience. 2. Behavioral intentions will positive affect word-of-mouth. 3. With higher quality of experience, medical treatment options will have positive affect on behavioral intentions. 4. Patients with higher quality of experience will be beyond the perceived quality. 5. Higher customer commitments will positive affect word-of-mouth. 6. Perceived quality and customer commitment will positive interaction word-of-mouth. 7. The formation of market maven will affect the perceived quality and customer commitment.

Based on the findings to provide some suggestions:

1.To enhance the health education and interactive in the communities: the health care workers go into the communities through the patient instructions to make the relationship between the public and the hospital get closer to improve the reputation in the market that makes the public has positive perceive quality.

2.To strengthen and create the public activities: to corporate with government agencies to hold various activities to improve the hospital reputation and word-of-mouth and to foster market experts who are willing to share reputation with others.

3.To respect different market segments and develop the customized marketing strategy: no matter the population with different characteristics, the hospital should strengthen and improve the customized marketing strategies.

取自台灣博碩士論文知識加值系統

摘要:

本文旨在論述1972年至2003年之間，慈濟醫療事業與社會工作發展之關係，評論花蓮佛教慈濟醫院（以下簡稱慈院）在花東地區醫療史上的歷史定位。

    慈濟功德會始於五○年代，當時正處於美援退出臺灣，政府必須以龐大的資金來支出國防經費，無法全面顧及民間弱勢族群，此情況東部更甚於西部。有鑑於此功德會開始從事社會服務工作，在濟助的過程中發現貧病相互依存的關係，義診所因應而生。施醫施藥之義診所其功能面臨瓶頸，對急重病患的醫療無法及時救助，進而籌劃一所高品質與現代化的醫療院所。

    在經濟不甚富裕的年代，花蓮又位處於經濟較不發達的東部，建院資金不易籌措的問題及土地覓尋的難題，基金會處於此艱難時刻，運用勸募、義賣與媒體宣傳等方式解決困境。慈院成立後，組織發展過程中由篳路藍縷到成長茁壯，期間為了符合醫院評鑑，組織結構的演變與醫療建設的增加，人員的招募與訓練過程，發展出慈院獨特的組織文化，成為矗立於東部唯一之醫學中心。

    慈院成立後，慈濟醫療服務以更頻繁與密集的下鄉巡迴醫療服務取代原先的醫療模式。社會工作與醫療結合，發展不同層面的社會服務，同時藉由慈院的醫療服務更能具體落實人醫精神之社會工作，且延伸出慈濟人醫會，而佛教的慈悲濟世理念，集結眾多的醫療資源，發展出全面的社會工作，使醫療服務全球化。透過骨髓捐贈與大體捐贈發展出慈善醫學，實踐了多面向的醫療發展，落實佛教救人的理念。

    本文研究以慈院發展為主軸，透過義診所之成立、慈院之建立，瞭解慈濟社會服務工作的不同面向所展現之意義與價值。慈濟將佛教慈悲喜捨之精神，透過有形的醫療建設，作具體的發揮，建構東部重要醫療網絡，更形成超越人種的跨國援助之社會工作，足見慈院在臺灣的醫療史上有著不可或缺的重要性。

Abstract:

The attempt of the present thesis is to discuss the connection between the medical business of the Tzu Chi Foundation and the development of social work in Taiwan from 1972 to 2003, by which I mean to comment on the position of Hualien Tzu Chi General Hospital (HTCGH) in Hualien and Taitung’s medical history.  

     The Tzu Chi Foundation was started as Buddhist Compassion Relief Tzu Chi Merit Society (aka Buddhist Compassion Relief Tzu Chi Association) in the 1950s when the United States gradually decreased its financial aid in Taiwan, which caused the ROC government to earmark most its budget for national defense rather than the welfare for disadvantaged groups, and such destitution of wellbeing is even worse in eastern Taiwan.   Realizing this, Tzu Chi began its social services and quickly discovered the consequential relationship between poverty and illness.  For this reason, Tzu Chi opened up its free clinics and planned for a modernized high-quality hospital while free clinics are functionally limited and insufficient to deal with acute or serious illnesses. 

     In the years of economic shortage, it is even more difficult for Tzu Chi to collect funds and purchase lands for the hospital in Hualien County that was less economical developed, but the difficulties were finally overcame through fundraising, charity sale and media coverage.  The HTCGH has gone through a long way to become a hospital of considerable scale.  It has developed its unique organizational culture to fit in hospital quality evaluations by evolving organizational structure, expanding medical facilities, and recruiting and training its employees.  Now, it is the only medical center standing in the east coast of Taiwan.  

    After the HTCGH was founded, Tzu Chi has added frequent clinic tours to its original medical model.  At the mean time, social services of different levels, including the establishment of Tzu Chi International Medical Association (TIMA) that carries out the HTCGH’s mission of humanitarian medical care in its social work, were derived from Tzu Chi’s integration of social and medical works.  With the Buddhist ideal of compassion and relief, Tzu Chi unites numerous medical resources and develops comprehensive social works to globalize its medical services.  Moreover, Tzu Chi practices the Buddhist vow of saving lives through the medical science of charity starting from bone marrow donation and body donation, by which its medical business is also endowed with multi-dimentional developments.  

     This research centers on the development of the HTCGH.  By probing into the history from the emergence of Tzu Chi’s free clinic to the founding of HTCGH, a further realization of values and meanings of various facets of Tzu Chi’s social services may be brought out.  As Tzu Chi incarnates the Buddhist spirit of kindness, compassion, joy, and giving into the material existence of medical facilities, its achievement from building up major medical networks in eastern Taiwan to transnational humanitarian aids that transcend the barrier of race exactly proves the indispensability of HTCGH in Taiwan’s medical history.

取自華藝線上圖書館

摘要:

本計畫以慈濟大學醫學院的大體志願捐贈為焦點，觀察其課程設計安排與儀式，以及參與者之觀點與詮釋，並從人類學角度分析以下面向：一、大體捐贈醫療教學研究背後的禮物流動概念；二、佛教之宗教理念與現代醫療之結合與運用；三、以筆者所提的卡理斯瑪「三身」模型解釋大體捐贈。 

Abstract:

In the last 16 years, the number of voluntary corpse donation for dissection at the Buddhist Tzu Chi University’s medical school in Taiwan increased from one in 1995 to 29,913 in 2011 (Yeh 2011: 347). In a Confucian society wherein the value for a whole corpse continues to prevail, how and why was Tzu Chi able to achieve in such a wide response to voluntary body donation for academic usage? What do we make of this prominent phenomenon of, as in the title for the new coverage in The Wall Street Journal, “a surge of cadavers” (Johnson 2009)? The goal of the proposed project is to describe and analyze the practice of corpse donation at the Buddhist Tzu Chi University’s medical school. More specifically, the project will examine the following three questions: First, what is the conceptualization of the body as the gift for the voluntary donation in Tzu Chi? Second, how has religion, in this case Buddhism, contributed to the surge of donation? To what extent the practice at Tzu Chi may shed light on the Buddhist ideas for medical science? Third, how does the practice of corpse donation fit in the threebody model of charisma I proposed (Huang 2009)? How does the three-body model of charisma help explain the practice?

取自國立清華大學機構典藏

摘要:

本文考察慈濟佛教團體推動的大體捐贈何以能打破「保存全屍」的華人文化傳統，獲得社會響應。研究針對證嚴法師和慈濟志工的倡導、個案故事，以及大體啟用和火化追思儀式進行探討，發現捐贈除省錢或行事方便的考慮外，捐贈者及其家屬願意接受遺體遭受破壞，關鍵在於慈濟場域「聖化」大體的語言和儀式中，遺體轉化為三種象徵，即「生態之身」、「道德之身」、「菩薩之身」，對應到「資源回收」、「道德人格的實踐」、「菩薩行」三種意涵，標示從物質性存在到精神性存在的提升，從有限到無限的生死穿越，是這些超越性意涵打動人心。其牽涉的不只是「如何辦後事」，且包括「如何面對死亡」的問題，雖在慈濟的宗教社會場域中生成，但也和文化慣習密切相關，如相當程度地滿足華人完成「道德人格」的成就感需求，以及來世投生善道的期望。宗教信仰未必是捐贈主因，社群或人際互動的助人氛圍常促成捐贈的「實踐摹仿」。群體和個體對捐贈意義的認同共鳴，使得死亡不再是避諱畏懼之事，捐贈衍生面對乃至超越死亡的安頓力量，形成現代華人異於傳統的「送終」觀念和作為。

Abstract:

This paper examines how the Buddhist Tzuchi organization's promotion of body donation for medical use is able to challenge the Chinese tradition of ”keeping the cadaver intact.” Researching on Master Chengyen and Tzuchi volunteers' appeals, case stories, and memorial rituals for body donors, the study finds that apart from economical and convenient reasons, donors and their relatives accept the damage to the corpses as a result of the ”sanctification” of the donors by Tzuchi's rituals and narratives. The corpses are transformed into three symbols, namely, the body of ecology, the body of morality, and the body of bodhisattva, each connoting to ”recycling of resources”, ”fulfillment of moral personality”, and ”practice of the Bodhisattva's way”. These meanings represent the elevation of physical existence to spiritual existence and the crossing of life and death from limitation to infinity. They become persuasive in preparing not only for the funeral, but also for the death. Their appearance in Tzuchi's socio-religious field is very much motivated by cultural habitus, for example, the value of ”moral personality” and the hope for good incarnation in next life for the Chinese. Religious belief is not necessary a factor for body donation. The helping aura in Tzuchi community and personal networks often brings about ”mimesis of practices”. The echoing of individuals and the group to the meanings of donation makes death not formidable. The body donation establishes a norm of ”biding farewell to life,” different from the tradition, for modern Chinese.

取自華藝線上圖書館

摘要:

Drucker晚年致力鼓吹非營利組織，他相信這些機構，而不是政府，最有能力處理競爭的資本主義所帶來的種種社會問題。1990年時，全球約有六千個國際非營利組織；到了2005年，在聯合國登記有案的組織，已接近四萬個；由此可見非營利組織的蓬勃發展。相對於營利組織，非營利組織之的策略研究較為不足。本研究採個案研究法，選擇「佛教慈濟骨髓幹細胞中心」為研究個案，以探討一成功非營利組織的發展策略。既有學術理論基礎上，本研究結合使命、SWOT環境態勢、策略定位、策略資源發展、以及Porter策略活動系統，檢視個案具策略意義的行動，以探索其行動背後的策略意涵。

慈濟骨髓庫源自「慈濟慈善事業基金會」，於1993年10月由證嚴法師排除萬難成立，不到一年即突破六萬筆志願捐髓者資料登錄，成為全球最大的亞裔骨髓庫；以人口密度而言，「慈濟骨髓幹細胞中心」目前位居世界第三，僅次於德國及美國骨髓庫；但慈濟是其中唯一無政府資金支持的骨髓庫，殊屬不易。其如何以民間力量迅速成為全球矚目骨髓庫? 其挑戰及威脅是什麼？成功背後的發展策略是什麼？其邁向永續的優勢條件及利基是什麼？依循歷史脈絡，本研究以進入策略、創立階段、發展階段、獨立機構階段等四部份，回顧各階段時空及環境態勢，剖析個案發展策略。

一路走來，面對重重考驗，諸如打開捐髓風氣不易、龐大經費負擔、配對成功者面對家人與親友的壓力、準捐髓者的恐懼與變卦、準捐者失聯、成功率低的質疑、「無償捐髓、有償配對」的指控、及「壟斷寡占、牟利」的誤解……等，「慈濟骨髓幹細胞中心」逐步以策略回應解決問題。以使命凝聚大愛的力量與獨特的腳印定位，推動慈濟志工長期投入；慈濟人情脈?式的募款網路，提供穩定的資金；有人緣的地方就有髓緣的通路策略，大幅增加志願捐贈者；而以質為重的深度溝通，有助配對成功者的捐贈同意率；獨特的骨髓捐贈關懷小組無微不至的全程陪伴關懷捐贈者，取得捐贈者的高度認同；集中慈濟醫院抽髓的模式，抽髓經驗豐富，對捐髓者是另一層保障；而關鍵的HLA(人類白血球抗原，Human Leukocyte Antigen)精準配對，移植成功率大幅增加，對慈濟志工與捐贈者是一大激勵，也增強全球合作醫院的信心；骨髓捐贈相見歡，受髓者及其家屬表達感恩，也讓捐髓者的現身說法使眾人更加肯定「髓緣救人，無損己身」的事實；慈濟志工長期身體力行的推動，累積無數的捐、受髓感人生命故事，而這些真人實事也啟發更多人捐髓救人的愛心。透過環環相扣的活動，因而發展出一個獨特而又有價值的策略定位——「以大愛凝聚力量，以捐贈者關懷為焦點，以人類白血球抗原精準配對與豐富抽髓經驗等核心能力為基礎，搶救生命，並啟發社會大眾愛心進而以感恩心無所求付出，成就愛與善的循環」。

對於成功的非營利組織的發展策略，本研究有幾項發現，可供國內外非營利組織策略發展之參考及借鏡： 

．以使命為起點

．不以現有資源的為限制的策略擴張(Stretch)

．獨特策略定位以指導組織資源流動

．千手千眼、人情脈絡為主軸的組織發展策略

．不斷創造做事機會、以愛來凝聚力量的策略

．親身實踐的策略

．以獨特核心資源為基礎的成長策略

．反映階段性發展需求的差異化策略

．創造獨特而有價值的策略活動系統

．槓桿運用(Leverage)的策略

希望「慈濟骨髓幹細胞中心」寶貴的策略經驗與智慧，有助於非營利組織開創未來更有利的生存空間，進而實現使命與滿足公眾利益。

Abstract:

Peter F. Drucker started advocating nonprofit organizations during his later years in life. These organizations, says Drucker, are better than government in solving the social problems of competitive capitalism. Also, the registered international nonprofit organizations in United Nation have been increased from around six thousand in 1990s to more than fourty thousand in 2005, this shows the rising and flourishing of nonprofit organizations. But, academic research on the strategy developmen of nonprofit organizations are insufficient as compared to those of profit organizations. 

This thesis is a case study, taking Buddhist Tzu Chi Stem Cells Center(BTCSCC) as an example to study the strategy development of nonprofit organization. This research reviews the relevant theoretical literatures and integrates mission, SWOT analysis of situation and environment, strategic positioning, strategic resources development, and Michael Porter’s concept of the strategy-activity system to investigate the strategic moves of BTCSCC and the strategic insights of these actions.

By shouldering the extremely difficult burdens, BTCSCC was founded by Dharma Master Cheng Yen of Tzu Chi Foundation in October 1993. BTCSCC recruited more than sixty thousand volunteer donors within one year and quickly became the largest Asian unrelated marrow donor registry. In 2007, BTCSCC is ranked worldwide No. 3 in view of population density, only next to Germany and USA. It’s extremely difficult to start and to operate, especially BTCSCC is 100% self-funding. How can BTCSCC grow quickly and call for world attention based on the power of the people ? What’s the challenges and threats ? What’s the strategies that determined the success ? What’s the advantages and niches to pursue organisational sustainability ? By going through collections of historical contexts and looking back the situation and environment, this research divides the whole development process into four stages including entry strategy, start-up stage, development stage, and independent stage to investigate the strategy development of BTCSCC.

There were many hardships facing BTCSCC, such as "hard to accept bone marrow donation as common practice by people ", "huge amount of money required", "the pressure from relatives to matched donors" , "fearfulness or going back on a commitment by matched donors ", "fail to find the mateched donors", "suspicion of low survival rate ", "accusation of free donation, but paying for a bone marrow match", "misinterpretation of monopolizing the market and seeking for profit",…etc. Although the barriers remain, BTCSCC conquers all the difficulties with the strategic activities gradually. Mission comes first to concentrate the strength of great love, Master Cheng Yen expanded bone marrow donation into the sixth fields of compassion in action of Tzu Chi Foundation’s volunteers, a human sentiment-based fundraising network to provide stable financial support, the channel strategy of where there is a personal connection place there is a bone marrow donation chance to increase volunteer donors substantially, conduct in-depth and quality oriented communications with the clients to increase the agreement rate of donation by matched donors, distinct Marrow Donation Concern Group to take care the donors meticulously for the entire journey and win a high recognition from donors, to perform operations of bone marrow cells collection always in the Buddhist Tzu Chi General Hospital to safeguard donors with rich experiences, establish establishes its immunogenetics laboratory to bring in DNA-based typing technique for accurate HLA (Human Leukocyte Antigen) Tissue-Typing to increase survival rate and to strengthen the confidence of Tzu Chi volunteers, donors and the global cooperation network, the first meeting between non-relative donors and recipients titled "Happy Reunion of Bone Marrow Donors and Recipients" was held to let recipients express gratefulness and let donors be living witness on " Donating marrow to save others will not injure oneself ", Tzu Chi volunteers practice what they preach over a long period of time and accumulate so many real touching stories which inspire and put people’s unconditional Great Love to donate bone marrow to save others. By a number of higher-order strategic themes which are identified and implemented through clusters of tightly linked activities, BTCSCC developed a distinct strategic positioning, " Concentrating the strength of great love with donor’s concerns as the focal point, building the core competency of accurate HLA Tissue-Typing and rich experiences in performing operations of bone marrow cells collection, in order to save life, inspire and put people’s unconditional Great Love in action with eternally grateful heart and without asking for anything in return,and move into the circle of love and good karmas.

There are some findings in this research for the successful nonprofit organization's strategy development as follows. 

．Mission comes first

．Stretch strategy going beyond existing resource constraints

．Distinct strategic positioning of new field to guild organization resource flows

．Organization development by a human sentiment-based network with the concept of "a thousand eyes and hands" 

．Creates unceasingly works for the welfare of others and concentrates the strength of Great Love

．Just go ahead and do good deeds, "Just do it !"

．Develops growth strategies based on unique core resources

．Differentiation strategies reflecting the gradual needs

．Distinct and valuable strategy activity system with a number of higher-order strategic themes which are identified and implemented through clusters of tightly linked activities

．Strategic leverage

Hope the precious experiences and wisdom of BTCSCC can help nonprofit organozations to create and expand their space of existence, to fulfill mission and contribute to the public interests.

取自華藝線上圖書館

摘要:

本研究採人類學的田野調查法，探討慈濟在台灣社會推廣大體捐贈的緣起、發展過程、與現況；及其捐贈行為背後所涉及文化觀念上的衝突與轉化。本研究分別從「慈濟人文理念」、「儀式的象徵與意義」、「捐贈者及其家屬的意義詮釋」三部分來探討自願性的遺體捐贈行為。

研究發現：慈濟基於人間佛教思想，開創出多元「人菩薩行」的社會實踐空間──大體捐贈，提供社會民眾一個現代的身體布施法門；而當中慈濟儀式轉化捐贈者的生命價值，具有聖化的象徵意義；家屬則透過實地參與儀式，對於大體捐贈賦予「超凡入聖」的詮釋意義。

「慈濟」、「儀式」、「捐贈者及其家屬」，三者彼此互相影響與詮釋，遂使捐贈行為在台灣社會持續生產出豐富且多元的詮釋意涵。

取自台灣博碩士論文知識加值系統

摘要:

因為醫療市場的日益競爭、全民健保的實施、消費者知的需求增加與大眾傳播媒體的開放等因素，使得醫療行銷日益受到重視的。本研究是以一家新成立的醫院為研究對象，使用個案方法來探討下面幾個問題：（一）醫療行銷該不該做？特別是宗教醫院？（二）除了銷售活動之外，還有哪些活動是屬於行銷？（三）醫療行銷有哪些特性？（四）行銷是否也能夠有效地幫助醫療機構運作得更好？（五）醫療行銷可能實現顧客的利益嗎？（六）在產業特性以及環境規範的限制之下，要如何執行這樣的行銷計畫呢？（七）醫療行銷成功的原因為何？

本研究選擇此醫院做為個案探討的理由有三：（一）新店慈濟醫院業績成長快速、超越同儕，足以作為參仿與學習的對象。（二）過去的醫療行銷研究多為橫斷面式的報告，而較少縱切面式的追蹤報告與分析。（三）宗教醫院的行銷更少被探討。為了深入了解個案之背景與事件之過程，本研究搜集了以下各項實證資料來做醫療行銷之個案探討：文件、檔案紀錄、訪談、直接觀察、參與觀察、實物等來印證行銷理論。

新店慈濟醫院於2005年5月8日開幕，開幕首日門診即超過1500人次，而一年後的單日門診人次超過4000人次。此規模超越同地區的耕莘醫院，已和醫學中心等級規模的新光醫院、國泰醫院相仿。新店慈濟醫院的行銷可以依時間順序而分（啟業前後），依行銷對象而分（外部或內部顧客），依行銷媒介而分（電視、報紙等），依主辦單位而分。而『志為人醫、守護愛』的開播，大大地為台北慈濟醫院打開知名度，使得各項服務量急速增加，而在95年3月達到高峰。貫穿所有行銷活動的精神---以人為本、尊重生命的醫療，亦即證嚴上人所提倡的『人醫』的精神，正是社會公益行銷的觀念的具體實現。

綜合文獻探討與個案研究得到以下的結論：(一)醫療行銷的必要性：在全民健保總額限制下的各醫療院所都需要做醫療行銷，這個急迫性在新設立之醫院及虧損中的醫院更是必要！宗教醫院肩負眾多信徒之委任，也需要相當之經濟規模才能提供優質醫療服務、參與國際救災，所以也需要努力做醫療行銷。 (二)醫療行銷活動的內容：除了直接的宣傳或銷售活動之外，醫療行銷必須重視人的問題－提供服務的人與被服務的人。全員、全方位行銷之下，才能達到行銷之目的。(三)醫療行銷之特性：在倫理與法律之規範下，必須以醫療品質為後盾，以病人福祉為前提下來規劃與執行醫療行銷。醫療是由人所提供服務商品，因此會有結果的不確定性與異質性。消費者的信任感是行銷的重要課題。(四)行銷活動可以促進全面醫療品質的提升：各項醫療行銷活動促使各項「功能性服務」受到重視，因而檢討改進。(五)醫療行銷可以實現病患的利益：好的醫療品質要讓社會大眾知曉，以提高就醫的可及性。醫療是一項不可預測性的服務產品，如何讓需要的人得到適切的服務，一直是醫師與病患的共同心願。（六）行銷活動的執行與檢討：（1）外部行銷不是只有仰賴公傳室，而是全方位的推廣。（2）內部行銷的目的在於，培養員工具「顧客至上」的服務意識、具有足夠的資訊來執行工作，吸引並留住優秀員工，新店慈濟醫院在這方面的用心最大，特別是新店慈濟醫院一直希望能塑造出家的感覺、愛的文化。（3）互動行銷是透過員工與顧客（病患）的互動，因而產生信任感。慈濟醫院的孕媽咪教室計畫周延，環境溫馨，團隊專業的形象不經意的流洩出來，難怪成為北縣南區生產數第一的醫院。（七）新店慈濟醫院醫療行銷成功的原因為：（1）慈濟精神貫穿所有行銷活動、（2）確實把握行銷的目的、（3）克服醫病關係間的不信任感、（4）善用各種行銷媒介。

Abstract:

Healthcare marketing is more and more important in Taiwan because of the high competition in the healthcare market, implementation of the National Health Insurance covering all Taiwanese, increasing demand of knowledge on health information and the publicity of public media. Using the case study method on a newly established hospital, we explore the following topics: （1）Is marketing necessary in a hospital, particularly a religious one? （2）Other than promotion, what activities can be regarded as marketing events? （3）What are the characteristics of healthcare marketing? （4）Can marketing improve the management of a hospital? （5）Can healthcare marketing fulfill the customer’s benefits? （6）Under the current situation and the regulation of government, how to conduct a healthcare marketing. （7）What are the key successful factors of a healthcare marketing?

The reasons to choose the Buddhist Xindian Tzu Chi Hospital (BXTCH) as the case study are as the followings. （1）It is a good learning subject because it expands rapidly and surpass local competitor. （2）Previous studies on healthcare marketing were usually cross sectional, there were few studies on longitudinal observation. （3）Even less study on religious hospital. We have collected the following data and information to deeply investigate all the process of marketing: published articles, internal documents, interview, direct observation, participating observation and real objects.

The Buddhist Xindian Tzu Chi Hospital opened on May 8, 2005. On the opening day, there were more than 1500 patient visits. One year later, the number of outpatient visit in one day was more than 4000. This figure is better than that of competitive local hospital (Keng Xin Hospital) in the same area, and is about the same size of two medical centers in the Taipei City (Xin Kong Hospital and Cathy Hospital). Marketing of the BXTCH can be observed by the following sectors: by the time sequence (before and after the grand opening of the hospital), by the customers (internal or external), by the media (TV or newspaper), or by the responsible departments (public relationship department or superintendent’s office). The TV program: “Be a humane doctor, Protect love” was on air in Dec. 2005. This show made the BXTCH even more famous in all over Taiwan, and resulted in another surge of growth rate. The real spirit behind all the marketing events is “People first, Respect life” medicine, i.e. “Be a humane doctor” as proposed by Master Tzeng Yen. The TV show is also the realization of social marketing in the healthcare industry.

Based on the literature review and the results of the case study, the conclusions are as the followings. (1) The necessity of healthcare marketing: Under the pressure of global budget of the National Health Insurance Bureau, all the new and established hospitals have to do healthcare marketing. It is even urgent in the new Hospitals and established ones with decreasing both revenue and profit. Economic scale of a religious hospital is important too, because it needs resources and experiences to support merit activities and even overseas rescue mission. (2) Healthcare marketing activities are more than promotion. People are the number one issue in the healthcare marketing, including persons providing service and persons to be served. To achieve the marketing goal, all persons and all directions of marketing should be conducted. (3) Characteristics of healthcare marketing are: following the medical ethic principle and law regulation, medical quality first, and patient benefits first. Healthcare is provided by human beings. The service results are uncertain and heterogeneous. As such, ‘trust’ is one of the important issues in marketing. (4) Healthcare marketing may improve overall medical quality. Functional service has gained attention in the healthcare marketing events. (5) Healthcare marketing did fulfill patients’ benefits. Message of good medical quality should be delivered to all the patients who need it. So that good medical service can be accessed. (6) Implementation and review of the healthcare marketing showed the following results. i. External marketing should not only rely on the public relationship office, all personnel are to be involved. ii. The purpose of internal marketing is to cultivate the concept of ‘client first’ and to provide adequate information to make good job, and to keep good employee in the hospital. BXTCH has done great effort to make everyone have the feeling of “Being in a family”. iii. Interactional marketing is to build “trust”by the interaction between employee and customers. BXTCH has made a wonderful job on “Classroom for pregnant women” and resulted in number one new births of all hospital in the Taipei Hsien. (7) The key successful factors of the BXTCH marketing are as below. i. ‘Tzu Chi spirit’is the guide of all the marketing events. ii. Accomplished the purpose of marketing. iii. Overcome mistrust between doctors and patients. iv. Mastering all kinds of marketing media.

取自台灣博碩士論文知識加值系統

摘要:

在以治癒為前提的現代醫療主流之中，以照顧癌症末期病人為職志的安寧療護益發顯得不同，本研究利用當代語藝觀點中的幻想主題批評方法，並輔以參與觀察法來一探安寧療護團隊所呈現出來的語藝視野為何？並進一步的探尋團體的意識與真實是如何凝聚與建構、動機是如何引發以及如何獲得行動的動力、而安寧醫療團隊的互動特質對特定場域的小團體傳播帶來什麼樣的啟示。

經過研究，為安寧療護團隊建構出「生命雖無常、人生可無憾」的語藝視野，並讓外界能一窺安寧療護團隊的世界觀。在團體傳播互動特質則歸納出以下結論：

（一）、在特殊的壓力氣氛情境之中，可能會成為促進團隊成員積極溝通的促因，進而影響團隊向心力的凝聚的效果。因為來自於工作的壓力讓成員體認到自身的不足與需求，而積極的透過團隊互動的過程中來獲得符合本身需要的方法與建議。

（二）、當團隊成員具有對目標達成的基本認知基礎時，將有助於團隊溝通的進行。如果團隊成員在進入工作場域前便透過訓練、自身的準備，已經具備一定的認知，在團隊溝通時因為彼此都已有對工作的基本體認，而能夠比較適切的掌握溝通時所運用的語彙與發展方向，而較能促進溝通的有效進行。

（三）、團隊的互動下所形成的群體幻想，能夠讓面臨特殊工作壓力下的團隊成員意識到一個完整的團體，而能夠更積極的投入來自於工作與本身面臨壓力的挑戰。雖然可能有來自於工作上的壓力和挫折，但是在團體意識之下，讓成員不會感到孤單與無助，藉由團隊的合作一同面對問題，一同承擔結果。

（四）、經由對於工作的回想與串連在某些特定的戲劇情境之中，是讓團隊成員主動去學習與尋求指引的良方。透過團隊成員互動中對於個案的討論，對於特定情節的關注，不需要更多教條化的指導，便能朝向共同的方向前進。

（五）、藉由團體綿密互動所持續建構出來的氣氛，讓團隊的溝通能夠不斷的發展，儘管可能產生衝突與不和諧，但因為有共同的目標與認同，經由能夠充分溝通的互動機制，更有助於形成團隊的意識。

（六）、面對不確定與對生命充滿疑慮的傳播情境中，透過幻想的串連、在團隊意識的運作下，讓成員能夠獲得團隊的整體概念、能夠得到撫慰與支持、讓情緒能夠抒發、獲得適當詮釋與行動方向，更重要的是，能從其中獲得本身對於生命的意義，而能夠有動機與力量去面對與展開行動。

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