사회복지관 후원사업 활성화를 위한 마케팅기법 활용방안 = (The) Practical Plan of Marketing Technique for Sponsorship Program Activation in Social Welfare Centers

다국어 초록 (Multilingual Abstract)

This study is based on understanding the actual condition of use marketing technique that socal welfare centers are practicing for appropriating insufficiency source of revenue in sponsorship program through developing and managing new sponsors, and studying how much the results affect support period, sponsors in number, a sum of supported fund-rate in total budge and a total sum of supported fund. Also searching substantial device that marketing technique is applied to support work is this study's purpose.
This study's examination method is survey research through mail service about persons of sponsorship program charge in fifty-five socal welfare centers in the region of Yeong-nam.
In result, almost social welfare centers had persons of sponsorship program charge and the plan of sponsorship program. But in case of the person of sponsorship program charge, the persons of concurrently hold the position of manage in sponsorship program was more than the persons of full responsibility charge. Because almost social welfare centers had had manpower troubles. Besides when almost social welfare centers made a plan sponsorship program, they made a reference for last year's a sum of supported money. Consequently it is necessary to concrete sponsorship program plan that is based on socal welfare centers' purpose and achievement amount.
The second, in developing new sponsors, the main support form was the establishing relations sponsorship that had a advantage that sponsors were directly related clients. And services for supporters was being generally in progress well. The service activities for sponsors, for example opening sponsors list or reporting specification of supported fund, is very important position, because these induce continuous support. Therefore more variable service activities have to be provided.
Also a unit of supported fund was almost less than 20,000won. Because supporting a small sum is less responsible than supporting of a large sum. Therefore social welfare centers have to develope many sponsors who support a small sum.
From the support course standpoint, social welfare centers' position, convenience of traffic and the achievement of sponsorship program were not relative. But sponsorship program achievements were different according to the existence of sponsors' association. Therefore sponsors' association that can support safely and continually have to make active.
In sponsorship promotion activity, generally printed matter oneself was used, and to use mass media was the most influential on sponsorship program achievement.
The Third, in managing sponsors, to use computer program, to survey sponsors' desire, to provide different service and to manage nonpayment sponsors was affecting sponsorship program achievement. Consequently in managing sponsors, these method must be used.
For example sponsorship promotion activity or service activity for sponsors, managing new sponsors was being generally in progress well but managing existing supporters was not. Therefore social welfare facilities have to take interested in managing thoroughly existing sponsors as well as developing new sponsors and reduce conclusion sponsors.
The last, in the part of sponsorship program achievement according to the degree of practical using marketing technique, meaningful statistical results appeared partially in developing new sponsors and managing existing sponsors.
Owing to this study's result, if we consider device that make active sponsorship program, we must place emphasis on opening specification of supported fund for sponsorship program's cleaning, the development of many person of supporting a small sum, securing convenience in sponsorship course and the development of variable sponsorship promotion activity.
Also in managing existing sponsors, it is necessary to regular desire research, to use computer program for managing sponsors, to provide different services.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 문제 제기 = 1
• 2. 연구의 의의 및 목적 = 3
• 3. 연구의 한계점 = 4
• Ⅱ. 이론적 배경 = 5
• 1. 선행연구 동향 = 5
• 2. 사회복지관의 마케팅기법 도입 = 7
• 3. 사회복지관 후원사업의 마케팅기법 구성요소 = 15
• Ⅲ. 연구방법 = 31
• 1. 연구분석의 틀 = 31
• 2. 조사 대상 = 32
• 3. 조사 도구 = 32
• 4. 조사 방법 = 33
• 5. 자료분석방법 = 34
• Ⅳ. 조사결과분석 = 35
• 1. 후원사업의 내·외적 환경 분석 = 35
• 2. 후원사업의 마케팅요소 분석 = 39
• 3. 후원사업의 성과 = 50
• 4. 마케팅요소 활용정도에 따른 후원사업 성과 비교 = 54
• Ⅴ. 고찰 = 64
• 1. 후원사업의 내·외적 환경 = 64
• 2. 후원사업의 마케팅요소 분석 = 64
• 3. 후원사업의 성과 = 68
• 4. 마케팅요소 활용 정도에 따른 후원사업 성과 비교 = 70
• 5. 후원사업 활성화를 위한 마케팅기법 활용방안 = 72
• Ⅵ. 결론 = 77
• 참고문헌 = 79
• 영문초록 = 82
• 부록 = 85