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:

日本慈濟於1991年在日本設立分會，至今己近20年，以東京的日本分會為中心，積極推展慈善、醫療、教育、人文等相關志業。證嚴法師2007年得到「庭野和平獎」之後，更受到日本的宗教界與宗教學者的關注，尤其是下述的幾個面向：其一，日本慈濟有很多旅日華僑及其他外國勞動者也加入支援，充分呈現慈濟的國際化以及在救濟方面的貢獻：其二，慈濟喚起日本華僑對中華文化的向心力，並且藉由華語教育等傳承中華文化。不過，到目前為止慈濟似乎並未完全融入一般日本人的社會，有學者指出可能是因為慈濟給人很強烈的台灣佛教團體的印象，而且主要負責推廣的人也絕大多數都是旅日華僑。本文於先行研究的基礎下，著眼於日本慈濟歷史沿革與發展現狀，探討日本宗教界及日本社會對慈濟的印象，並透過日本和台灣不同的宗教觀來分析異文化地區的慈濟精神展現方式。

Abstract:

Tzu Chi Foundation established its branch in Japan in 1991. For nearly two decades, the Japanese branch centered on the Tokyo branch, and provided charitable, medical, educational, humanistic cultural and other services. Japanese religious scholars paid more attention to the foundation after Master Cheng Yen was awarded the Niwano Peace Prize in 2007, especially in the following aspects: First, many overseas Chinese and foreign laborers in Japan joined Tzu Chi Japan, and thus represented its contribution of internationalization and relief. Second, Tzu Chi recalled the cohesion of Chinese culture among overseas Chinese in Japan, and passed down Chinese culture via teaching among the Chinese. However, it seems that Tzu Chi has not totally integrated into Japanese society so far. Some scholars have said that might be because Tzu Chi was strongly regarded as a Taiwanese Buddhist group, and those who were in charge of the branch were overseas Chinese. This article, which is based on prior research, focuses on the history and current development of Tzu Chi Japan to discern the areas of Japanese religion and Japanese society's views of Tzu Chi, and also analyzes different representations of Tzu Chi spirit from different areas through different religious concepts of Taiwan and Japan.

取自華藝線上圖書館

Abstract:

Tzu Chi is one of the largest charities in Taiwan, and one of the swiftest and most effective relief organizations internationally. Rooted in the value of compassion, the organization has many unusual operating features -- including having no long term plan. This case explores the basic operating approach of the organization and invites students to explain the overall effectiveness and success of the organization and its surprising success (as a faith-based, Taiwanese, direct-relief organization -- all of which are more or less anathema to the Chinese government) in securing an operating license in China.

取自哈佛商學院(Harvard Business School)

摘要:

本研究欲探討組織文化對於宗教性戲劇節目製作原則之影響－以大愛劇場「草山春暉」為例，運用戲劇六大元素—故事情節(plot)、人物(characters)、對話措辭(dialogue)、主題思想(theme)、場景(settings)及音樂(music)進行分析，瞭解戲劇六元素如何於「草」劇中呈現與詮釋，並探究慈濟精神與理念—「淨化人心、勸人為善、樂善好施、真善美愛」如何透過戲劇六元素傳遞，以檢視慈濟組織文化如何運作於宗教性戲劇節目之中，並透過上述檢視來歸納宗教性戲劇節目的製作原則。

本研究採用質性研究中的深度訪談法深入瞭解大愛電視台戲劇部門及大愛劇場「草山春暉」之委外製作團隊，並採取半結構式的訪談方式蒐集資料。透過戲劇六元素於「草」劇中呈現分析之。研究發現大愛劇場戲劇部門深受慈濟組織文化的影響；由於慈濟組織文化透過慈濟人文志業中心內部定期與非定期聚會活動，凝聚慈濟組織內部同仁對於慈濟精神與理念之共識，並以證嚴法師作為組織內同仁的精神指標與方向，將慈濟組織文化的理念與精神融入工作之中，亦反映於工作的表現上，以符合慈濟組織對於同仁工作表現之期許。再者，本研究透過戲劇六元素於大愛劇場「草」劇之呈現，歸納出大愛劇場戲劇節目製作原則為「減少衝突，隱惡揚善」、「真人真事，保護當事人」、「避免葷食殺生，粗言穢語及服裝不整」、「戲劇生活化，啟發借鏡」以及「避免教條式規勸，以感動人心為依歸」傳遞慈濟精神與理念，亦藉此發現慈濟組織文化的慈濟精神理念對於戲劇部門戲劇節目製作原則的制訂亦有相當的影響力。

取自台灣博碩士論文知識加值系統

摘要:

公民社會是近幾年來被廣泛應用的概念，而公民社會在台灣的發展亦早已是學術界熱衷討論的話題。其中，第三部門之內非營利組織的運作更被認為是實踐公民社會的最佳管道，第三部門的「社會力」則是公民社會能否制衡「政治力」和「經濟力」的關鍵所在。然而，近年來台灣的非營利組織往往向政府或企業靠攏，期望獲取資源以利本身發展；或者孤軍奮鬥，無法聯合其他非營利組織為公民事務發聲，限縮了台灣公民社會發展的空間。

因此，本文的宗旨主要是從非營利組織的角度思考公民社會在台灣的發展情形，以及藉由第三部門運作所成型的公民社會樣貌。本文以慈濟功德會為研究對象，透過相關文獻的探討，先檢閱公民社會和公共領域的相關理論、文獻，發展本研究之分析架構；再透過深度訪談法及參與觀察等方式，暸解慈濟在運作過程中所建構之公民社會的特色，並從公共領域角度探討慈濟及公民社會兩者間的關係。

本研究發現，慈濟透過日常生活的溝通和實踐，營造出具有動機公共性的社會想像，然而透過不同層次的分析，觀察到慈濟在某些層面上無法順利進入公共領域，亦可能間接受傳統道德觀和慈濟理念的限制，顯示西方的公共領域和公民社會與慈濟仍存在些許異同之處；透過慈濟社區志工對於生活世界的重建過程，並借助公共領域和公民社會的概念，讓我們能更清楚描繪出台灣社會的圖像。

Abstract:

The concept of civil society is widely used in recent years, and its development in Taiwan has long been keen to discussed in the academic community. Non-profit organizations (NPOs), which represents the operation of the third sector, is considered to be the best practice of civil society. Also, the "social force" of the third sector is the key point that civil society can balance "political force" and "economic force". But in recent years, Taiwan's NPOs are often closer to the government or enterprises, hoping to obtain resources to facilitate its own development, or making it’s own effort without cooperating with other NPOs for the civil affairs. It limited the development of Taiwan's civil society.

Therefore, the purpose of this paper is mainly from the perspective of NPOs, to consider the development of civil society in Taiwan, and the appearance of civil society through the operation by the third sector. This research takes Tzu Chi Foundation as studying case, reviewing documents of former studies and theory about civil society and public sphere to construct the analytic framework. Besides, this paper adopts in-depth interview and participant observation methods to figure out the characteristics of civil society constructed by the operation of Tzu Chi, and discuss the relationship between Tzu Chi and civil society through the perspective of public sphere.

The study found that Tzu Chi builds the social imagination of motive for public through daily life communication and practice. However, through analysis in different levels, we discovered that Tzu Chi could not completely enter public sphere. It maybe indirectly caused by restricts of traditional moral values and philosophies of Tzu Chi. It also reveals similarities and differences between western public sphere, civil society, and Tzu Chi. In observing the life-world reconstructed process made by Tzu Chi volunteers in communities, and concepts of public sphere and civil society, we could depict Taiwan society images more clearly.

取自台灣博碩士論文知識加值系統

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:

本研究以社會資本理論的觀點，來考察慈濟功德會的組織運作，主要是因為社會資本理論體系已逐漸發展起來，並提供我們在探討公民社會形成的重要理論基礎。慈濟功德會在面對多元化的社會變遷中，如何透過組織決策的運作機制來展現民主化與制度化的精神？如何投入社區或公共事務的參與，進而提升組織的「公共性」？如何建構綿密的社區互動網絡，以及良善的社會道德規範，來增強社會信任？這些都是分析社會資本形成的關鍵性議題，也是本研究探討的重點所在。是以，本研究旨在透過對慈濟功德會之社會資本的深入考察，探討其組織決策機制、公共事務參與、社會道德規範與社區互動網絡等組織運作情形。本研究採「質化研究」的方法，透過文獻分析、深度訪談及參與觀察，來進行資料之蒐集與分析，研究結果聚焦於以下四個面向：（一）組織決策機制；（二）公共事務參與；（三）社會道德規範；（四）社區互動網絡；並藉著理論與實務的相互印證，來檢視個案對象所蘊含的研究意涵，俾作為公民社會中宗教組織運作與發展之借鑑。

Abstract:

The research investigated the operation of Buddhist Tzu-Chi Merits Society from viewpoint of theory of social capital because their system of social capital theory have been full-fledged and could provide us with an important basis for exploring the forming of civil society. Faced with changes of diversified society, how can it demonstrate the democratic and systematic spirits through operation mechanism in the process of policy-decision of organization? How can it enhance the publicness by participating in community and public affairs? How can it construct a fine and careful network of community interaction and good social norm of ethics to strengthen social confidence? All of them are key topics of the forming of social capital that we intend to analyze and the key points on which the research focuses. Therefore, through in-depth investigation of social capital of Buddhist Tzu-Chi Merits Society, the research aims to explore the argumentation of factors of development network of religious ethics and organizational inputs on one hand, and explores organizational operations including its mechanism in the process of policy-decision of organization, participation in public affairs, social norm of ethics and network of community interaction and discusses four cases of organizational outputs to show effects and meaning of achieving its aims by Tzu-Chi organizations. The results of research focused on four aspects: 1. mechanism in the process of policy-decision of organization; 2. participation in public affairs; 3. social norm of ethics; and 4. network of Community Interaction. The research also examined the meaning of targets of case studies in the research by means of mutual verifications of theory and practices that could be very good reference and lessons for other religious non-profit organizations in civil society on operation and development of organization.

取自華藝線上圖書館

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:

長期以來，花蓮地區較於台灣北部、西部等地區發展緩慢，加上先天自然環境限制緣故，聯外交通不便，導致公部門或私部門的許多相關資源投入花蓮不足，基礎設施建設腳步緩慢，在近年來，觀光休閒活動獲得社會大眾重視與熱衷，此亦為花蓮的發展帶來曙光。花蓮在這樣的發展脈絡與環境下，證嚴法師領導的慈濟基金會於此發源，並於花蓮市的西部地區落地生根，對於相關醫療、慈善資源與醫院、學校匱乏的花蓮居民給予很大協助。慈濟基金會歷經近四十年的努力，將其組織日益擴大外，對台灣社會的影響增加，以及一般民眾對於慈濟的認知與印象加深，提高花蓮的形象與知名度，本研究於此觀察角度下，分析花蓮慈濟志業園區對周邊鄰里社區人口、經濟活動、社區發展、土地價格與交通運輸之影響。

本研究透過實地觀察、相關人士的訪問，以及二手相關資料的整理和分析，瞭解花蓮慈濟園區對於其週邊鄰里社區發展之影響分析，探究不同的實質和非實質影響項目之間的相互關係。慈濟基金會在社會層面發揮的影響力，吸引不同目的的人口居聚於園區周圍，產生許多生活需求，而於周邊鄰里間產生服務業和餐飲業為主的經濟活動，帶來商機，同時因為大量的居住與活動人口，影響土地價格與不動產市場成長，亦產生交通、攤販與環境衛生等問題。在鄰里社區活動或意識凝聚方面的影響上，顯示愈是與慈濟志工或基金會互動良好的社區，對慈濟的認同度愈高，這從兩個在空間上緊連慈濟園區的國興里與國慶里可看出最好的驗證與反證。

Abstract:

Due to the geographical conditions and inconvenient traffic connection, Hualien County had been less-developed than other regions of Taiwan for a long time. Although all kinds of incentives have been provided to encourage industrial investment in Hualien, not much effect was resulted.  Recently, thanks to the rapid development of recreation and tourism activities in Taiwan, and Hualien city is able to have opportunity to develop its tourism industry and makes itself a tourism-oriented place.  Among many sources attracting tourists to Hualien, religious tourists attracted by Tzu-Chi deserves our attention in terms of regional development.

Forty years ago, the Tzu-Chi Foundation led by Master Cheng-Yeng chose the west part of Hualien city as it’s headquarter. Currently, the Tzu-Chi Foundation not only expanded its organization, increased its influence in Taiwan society, but also had deepened her impression and identity in common people. Moreover, the image of Tzu-Chi also highlighted the image of Hualien and made Hualien a more well-known place, which is a favorable variable to the tourism promotion.

This research is aimed to analyze the impacts of Hualien Tzu-Chi Park on its surrounding neighborhood, and to analyze the relationship between physical and non-physical factors. On the one hand, because of the reputation of Tzu-Chi Foundation in Taiwan society, Tzu-Chi Park in Hualien city not only attracted lots of different people to live nearby, but also brought benefits to the real estate industry in the surrounding area. Furthermore, the daily needs of immigrants bring in retailing opportunities in this area so that commercial streets are developed. On the other hand, the number of residents, students, and workers also brought huge traffic flow, informal stalls, and environmental problems. The complicated relationships of different aspects found in this research should be helpful for the formulation of future regional development policy.

取自華藝線上圖書館

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。

取自台灣博碩士論文知識加值系統