Širitev organizacije Fo Guang Shan na tajskem religijskem tržišču
SWOT analiza
DOI:
https://doi.org/10.35469/poligrafi.2022.343Ključne besede:
Tajska, FGS, religijsko tržišče, trženjska strategija, SWOT analizaPovzetek
Fo Guang Shan (FGS) je kot ena od vidnejših tajvanskih ustanov za mahajanski budizem vstopila na tajsko religijsko tržišče že v 90. letih prejšnjega stoletja. Njen vpliv med lokalnimi kitajskimi skupnostmi in v tajski družbi je odtlej strmo narasel, vendar je kljub temu še vedno zelo malo akademskih raziskav, ki bi se posvečale njeni širitvi na tajskem tržišču, na katerem prevladuje teravadski budizem. Z analizo SWOT avtorja v prispevku preučujeta trženjsko strategijo, ki jo je organizacija FGS izdelala za tajsko religijsko tržišče. Ugotavljata, da ima FGS nekaj močnih točk ‒ kot so privlačna humanistična budistična doktrina, uspešnost vzpostavljanja mrež obdarovanja ter trdne čustvene vezi s kitajskimi skupnostmi na Tajskem ‒, ki ustvarjajo priložnosti za nadaljnje širjenje te organizacije v državi. Vendar pa so hkrati vedno prisotne in očitne tudi šibke točke organizacije FGS, namreč njena tujost in njen 'nemainstremovski' značaj ter vprašljiva legitimnost njenega obstoja kot budistične inštitucije (ali templja) na Tajskem. Te so tudi že spodbudile grožnje misijonarjem in svetiščem organizacije Fo Guang Shan, ki se večinoma nahajajo na območju Bangkoka, občutiti pa je tudi vse močnejše rivalstvo s teravadskimi budističnimi ustanovami kot tudi z domačimi mahajanskimi budstičnimi organizacijami.
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