社會型企業行銷之研究－以多元就業開發方案為例

STUDY ON MARKETING OF SOCIAL ENTERPRISES-EXAMPLE OF MULTIPLE EMPLOYMENT PROGRAM

謝維倫(Wei-Lun Hsieh)

指導教授 ： 梁玲菁

國立臺北大學/商學院/合作經濟學系/碩士(2009年)

摘要

本論文有鑒於歐盟各國發展社會型企業及第三部門促進就業經驗，其遭遇行銷研究等問題，希冀對於台灣解決國內景氣低迷及失業率攀升問題有所幫助。勞委會於2002年推動「多元就業開發方案」，目的係促進在地產業發展，由政府與民間協力創造在地就業機會，引導失業者參與計畫工作，重建工作自信心，培養再就業能力，參與計畫的組織類型涵蓋合作社、協會、基金會及農漁會等。
本文在Kotler的4P行銷架構下，特別對社會型企業行銷研究，其中包含產品策略、價格策略、通路策略及推廣策略等，實證研究樣本採取以96及97年度「多元就業開發方案」北基宜花地區資料庫為主，篩選出相繼兩個年度共計19家社會型企業為研究對象，依專家學者及輔導委員之意見歸納出4P行銷策略情況，獲得以下結論：一、社會型企業之功能性：（1）經濟功能；（2）社會功能；（3）教育功能；（4）文化功能。二、國際間社會型企業：（1）歐盟：歐盟社會型企業對整體社會的貢獻分別為：「社會資本投資」觀念、「新社會經濟制度」建構、福利系統的轉換、創造就業機會、增加社會性、促進地方社會經濟發展；（2）英國：英國社會型企業源起於1980至1990年代的失業問題嚴重，藉由與合作社及地區性企業合作模式，提供失業者職業訓練、就業津貼及工作機會，並於2005年正式通過CIC法令給予社會型企業明確定義，使其在營運、經濟及社會層面能有所依據，提升推廣效果。三、臺灣「多元就業開發方案」社會型企業之行銷策略：（1）產品策略：打造產品品牌、規劃產品商標、加強產品研發、設計產品包裝、區分產品定位、持續開發新產品、建立產品認證制度；（2）價格策略、評估產品成本、產品平價化、採行複合式訂價；（3）通路策略：建構寄賣通路、設立網路據點、規劃產品展售空間、訓練特銷人員；（4）推廣策略：強化企業形象、定期舉辦促銷活動、順應節慶辦理活動、推廣網路行銷、爭取異業結盟、建立公共關係。四、臺灣「多元就業開發方案」社會型企業行銷策略之執行情況：（1）合作社：以高單價娃娃為主力產品，並與各大博物館合作增設通路據點，同時舉辦各式活動進行促銷；（2）協會：富含人文與自然資源，因此將產品與地方緊密結合以推動觀光旅遊，其行銷策略在四類組織中最為多元；（3）基金會：產品與組織使命及宗旨相連，專注單一技術以提升產品價值，同時搭配促銷活動提高銷售成績；（4）農漁會：產品以魚業為主軸，並提供良善展售中心提高回客率，同時與旅遊業者合作提供多元化活動及服務。

關鍵字

社會型企業 ； 4P行銷策略 ； 多元就業開發方案

並列摘要

This study is according to EU develops social enterprise and the Third Sector for employment promotion and have marketing research problems. Hope the result could solve downturn and unemployment rate in Taiwan. Council of Labor Affairs drove Multiple Employment Program to enhance local industries and create job opportunities by government and local. Then, lead unemployees to join planning jobs, rebuild confidence and develop reworking skills. Cooperative, association, foundation and farmers’ and fishermen’s association are involved in this project.
This study is based on Kotler’s 4p marketing strategies and especially research on social enterprise marketing strategies, such as product, price, place and promotion. The empirical study samples are from Taipei-Keelung-Yilan-Hualien Region’s Database in 2007 and 2008 and sift nineteen social enterprises as objects. According to professionals and guidance committees opinions, we conclude the 4P strategies and obtain the following points: first of all, the function of social enterprise is (1) economic function (2) social function (3) educational function (4) cultural function. Second, international social enterprise: (1) EU: The contribution of social enterprise in EU to the whole society include the concept of social capital investment, construction of new social economic system, conversion of social welfare, creation of occupation opportunities, improvement of social property, promotion of local social economy. (2) Britain: The social enterprise comes from unemployment problems from 1980-1990. Through cooperatives and local business cooperation, job training, employment subvention and job opportunities were provided. In 2005, Britain officially approved CIC policy to explicit definition for social enterprise. Therefore, the working, economic and social field could base on that and improve promotion. Third, the marketing strategies of the social enterprises who participate Multiple Employment Program in Taiwan are (1) Product strategies, including building the brand, arranging the logo, enhancing R&D, designing package, sorting orientation, keeping on developing new, and setting up authorization. (2) Price strategies, including estimating the cost, fair price, and combined price. (3) Place strategies, including setting up route for consign, setting up Internet position, arranging place for demonstration and sale, and training sales. (4) Promotion Strategies, including reinforce business image, holding promotion activities, holding festival activities, promoting Internet marketing, striving for alliance opportunities, and setting up public relations. Finally, the marketing strategies implementation of the social enterprises who participate Multiple Employment Program in Taiwan are (1) The cooperative takes the high-price moppets as the main products, works together with museums to increase places, and also holds many kinds of activities to promote products. (2) The associations closely integrate the products with the local to promote tourism because of their abundant humanities and natural resources. The marketing strategies of the associations are the most diversified in the four organizations. (3) The foundations links their products to organizations’ mission and purpose, focus on a single technology to enhance product value, and take promotional activities to enhance sales performance. (4) The farmers’ and fishermen’s association takes the fish industry as the products’ main part, set up the sales center to increase the back-off rate, and cooperates with the tourism industry to provide a wide range of activities and services.

並列關鍵字

Social Enterprise ； 4P Marketing Strategies ； Multiple Employment Program

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