本研究旨在以社會行銷的觀點探討三種心理諮商機構的行銷模式，其三種心理諮商機構分別為：醫院機構、社區諮商機構及學校輔導中心。在質性研究的半結構式深度訪談與主題分析法的引領下，深入探究三種心理諮商機構的行銷內容及行銷模式。藉由三大場域中負責該機構的行銷推廣之主管或負責人員的訪談文本中，發現三種心理諮商機構於推廣心理諮商上的思維與現象。
本研究透過深入訪談三位受訪者，且以主題分析之詮釋螺旋過程，分類出三種心理諮商機構的行銷模式：（1）附屬於公立醫院的心理治療中心，該機構以內容行銷為主體，亦即以精神分析取向的心理治療為單一產品，並以公立醫院的健保給付拉進民眾與心理治療的距離；（2）以人本行銷為主軸的社區諮商機構，其連結課程活動與諮商心理師的個人品牌等，進而設計出一系列的推廣方式，得以讓民眾有機會進到該機構感受之中氣氛及助人氛圍；（3）以三級預防策略為思考的學校諮商輔導中心，從主題活動與各種測驗中引導學生對於自己或其生涯的認識與接觸，且依著整體學校的系統合作，共同為學生的成長或發生的問題提供適切的回應與幫助。
根據研究發現，提供給三大場域的諮商機構或相關助人產業做為推廣心理諮商方式或模式之參考。
This study aims to explore counseling marketing models adopted by three counseling institutions in the context of social marketing. These counseling institutions are a hospital, a community agencies and a school counselling centre. A qualitative research with a subject-analysis approach is the analysis method. A semi-structured depth interviews was conducted. Supervisors and staff members in these institutions were invited to participate in interviews. Conclusively, marketing philosophies and phenomenon carried out by these institutions were discussed.
According to the process of hermeneutics spiral, three marketing models were categorized: (1) Model of Psychological Healing Centre affiliated by a public hospital with a focus on content marketing and National Health Insurance. Psychoanalysis approach is the sole product. National Health Insurance is the tool to get close to general public；(2) Model of Community Agency with a focus on Humanistic marketing. It formulates a series of promotion schemes in relation to courses and each counsellor’s personal branding. These schemes serve to create a helping environment；(3) School Counseling Centre with a focus on tertiary prevention. It helps students to know their career and themselves via activities and questionnaires. Collaboration among systems serves to provide students with optimal answers to their growth and personal problems.
This study will provide counselling institutions as well as other helping businesses with a reference framework for counseling marketing model.
