{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-XEIE31V7/e5087d77-b561-4cfd-9b59-7e8a151460b9/PDF","dcterms:extent":"178 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-XEIE31V7/2ae5924c-ae43-4285-ac1b-6ac23e184fd9/TEXT","dcterms:extent":"41 KB"}],"edm:TimeSpan":{"@rdf:about":"2011-2025","edm:begin":{"@xml:lang":"en","#text":"2011"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-XEIE31V7","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-YIYAAADU"},{"@xml:lang":"sl","#text":"Poligrafi"}],"dcterms:issued":"2022","dc:creator":["Liu, Yaoping","Su, Guiyu"],"dc:format":[{"@xml:lang":"sl","#text":"številka:105/106"},{"@xml:lang":"sl","#text":"letnik:27"},{"@xml:lang":"sl","#text":"str. 85-103"}],"dc:identifier":["DOI:10.35469/poligrafi.2022.343","ISSN:1318-8828","COBISSID_HOST:139638787","URN:URN:NBN:SI:doc-XEIE31V7"],"dc:language":"en","dc:publisher":[{"@xml:lang":"sl","#text":"Društvo za primerjalno religiologijo"},{"@xml:lang":"sl","#text":"Znanstveno-raziskovalno središče Koper"}],"dc:subject":[{"@xml:lang":"en","#text":"marketing strategy"},{"@xml:lang":"sl","#text":"religije"},{"@xml:lang":"sl","#text":"religijsko tržišče"},{"@xml:lang":"en","#text":"religion"},{"@xml:lang":"en","#text":"religious market"},{"@xml:lang":"sl","#text":"SWOT analiza"},{"@xml:lang":"en","#text":"SWOT analysis"},{"@xml:lang":"sl","#text":"Tajska"},{"@xml:lang":"sl","#text":"tajska religija"},{"@xml:lang":"en","#text":"Thai religion"},{"@xml:lang":"en","#text":"Thailand"},{"@xml:lang":"sl","#text":"trženjska strategija"}],"dcterms:temporal":{"@rdf:resource":"2011-2025"},"dc:title":{"@xml:lang":"sl","#text":"Fo Guang Shan's Expansion in the Religious Market of Thailand| a SWOT analysis|"},"dc:description":[{"@xml:lang":"sl","#text":"As one of the prominent Mahayana Buddhist institutions from Taiwan, Fo guang Shan (FgS) entered the religious market of Thailand as early as the 1990s. Its influence has grown tremendously among the local Chinese communities and Thai society. Despite this, there is a dearth of scholarship dedicated to FgS’s mar-ket expansion in Theravada-dominated Thailand. Through a SWOT analysis, this paper explores FgS’s marketing strategy for the Thai religious market. The findings suggest that FgS bears certain strengths, such as its appealing humanistic Budd-hist doctrine, gift-giving networking skills and its strong emotional bonds with the Chinese communities in Thailand. These strengths have brought and will conti-nuously provide FgS with opportunities for further expansion. However, FgS’s weakness is always there and obvious, given its foreign and non-mainstream na-ture and questionable legitimacy of existing as a Buddhist institution (or temple) in Thailand. All this has already caused threats to FgS’s missionary clergies and sanctuaries, mainly based in the Bangkok area, not to mention the growingly fierce competition from its Thai Theravada and local-born Mahayana counterparts"},{"@xml:lang":"sl","#text":"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 nara-sel, vendar je kljub temu še vedno zelo malo akademskih raziskav, ki bi se posvečale njeni širitvi na tajskem tržišču, na katerem prevladuje teravadski budizem. S SWOT analizo 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 obda-rovanja 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 Bangko-ka, občutiti pa je tudi vse močnejše rivalstvo s teravadskimi budističnimi ustanovami kot tudi z domačimi mahajanskimi budstičnimi organizacijami"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-XEIE31V7","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-XEIE31V7"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-XEIE31V7/e5087d77-b561-4cfd-9b59-7e8a151460b9/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Znanstveno-raziskovalno središče Koper"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-XEIE31V7/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-XEIE31V7"}}}}