社會企業之通路策略 -以食品產業上下游角度探討

Channel Strategy of Social Enterprise -From the viewpoint of Food Industry

江孟育(Meng-yu Chiang)

指導教授 ： 陳寶蓮

國立清華大學/科技管理學院/科技管理研究所/碩士(2014年)

摘要

出於研究者對社會企業與通路議題的興趣，本研究試想將兩者結合會擦出甚麼火花? 本研究之研究範圍在產業方面選擇探討以食品產業為出發點之社會企業，在通路議題方面選擇以通路運作、通路互動、通路策略角度出發。
本研究採取個案研究方法，並選取四個研究對象，分別為台灣主婦聯盟生活消費合作社、馥聚有限公司、福山農莊、17Support；除了對該社會企業進行通路運作之個案研究，更透過跨個案研究比較通路運作、通路互動、通路策略。
而研究結果有以下發現：
在社會企業的通路運作方面，配銷流與交易流部分未與商業企業有太多差異；資訊流與促銷流的部分會有社會行銷的成分在其中；協商流與商業企業有全然不同的做法，因信任關係的影響。
在社會企業的通路互動方面，社會企業間通路互動是和諧的，其通路合諧的主因為理念相同故易於建立夥伴關係並產生社會企業之社會網絡，透過網絡關係也擴大通路效益。
在社會企業的通路策略，以食品產業之社會企業而言往往是由中間商主動發起並承擔建立通路的責任；本研究之社會企業的通路連結過程可以解構為產品/通路拓展、通路接洽、通路設計/商品導入，尤以產品/通路拓展最為重要；企業會因不同時期通路策略產生通路演化，本研究以「上下游整合」與「虛實整合」觀點看待通路演化脈絡，觀察到小組織在通路上會傾向異業結盟的方式擴大通路影響力，大組織則是發展基礎配銷或交易系統，虛實整合為各組織的趨勢。

關鍵字

社會企業 ； 通路運作 ； 通路互動 ； 通路策略

並列摘要

Because of the interest in social enterprises and marketing channels, the research combines these two issues. From the viewpoint of social enterprise aimed at the food industry, the areas of research include channel operation, channel relationship, and channel strategy.
This research used case study as the research method, and four subjects were selected. The study not only focuses on the channel operation of each case but also compares channel operation, channel relationship, and channel strategy for all the cases.
The conclusions of this research include the following:
From the aspect of channel operation, there is no difference between social enterprises and business enterprises in distribution flow and trade flow. Further, information flow and promotion flow emphasize social marketing. Because of trust, negotiation flow in social enterprises is totally different than in business enterprises.
From the aspect of channel relationship, the interaction of social enterprises is in harmony on account of the same belief. Partnership makes social enterprises become a social network and enlarges channel benefits.
From the aspect of channel strategy, intermediaries take responsibility for building the channel system in social enterprises in the food industry. Product and channel expansion are key points for channel connection, and supply chain conformity and click-and-mortar affect channel evolution.

並列關鍵字

social enterprise ； channel operation ； channel relationship ； channel strategy

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