社會企業身障庇護工場之行銷策略:以屏東基督教勝利之家膳工坊為例

The Analysis of Marketing Strategy of Sheltered Workshop in Social Enterprise

黃鈺婷(Yu-Ting Huang)

指導教授 ： 王仕圖

國立屏東科技大學/人文暨社會科學院/社會工作系/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00163

摘要

近年來因為政府補助的降低、非營利組織持續的增加，以及經濟不景氣和大眾捐款的降低，使得非營利組織，不得不積極提昇機構之經營管理層面，以因應多元的社會發展。身心障礙權益保障法的修訂完成，使庇護工場有了明確的定位，勞工主管單位有鑑於庇護工場在行銷和管理上的困境，也積極提供相關輔導策略。
故本研究，以財團法人屏東基督教勝利之家為個案研究，透過質性研究與單一個案研究方法來蒐集資料，來瞭解勝利之家膳工坊的整個歷史發展與困境；進一步分析其社會行銷策略之實踐與效益；最後探討社會行銷對勝利之家膳工坊的影響；並提供勝利之家膳工坊未來營運之具體建議。
本研究著重在膳工坊營運過程之社會行銷，以及相關方案之特色。其特色有六大部分：
一、產品的品項增加，並朝向多元產品組合發展。
二、降低原物料成本，維持市場的價位。
三、把握節慶式的顧客群，並尋找長期合作之下游通路管道。
四、透過公共關係，促進產品之推廣。
五、機構適度給予員工「充權（empowerment）」。
六、空間大改造，吸引消費者視覺。
綜合上述之結果，最後提出個人之具體建議，提供膳工坊或是其他庇護工場之未來營運之參考。

關鍵字

庇護工場 ； 社會企業 ； 身心障礙者 ； 非營利組織

並列摘要

In recent years, the non-profit organizations wish to promote its operating and managing ability actively to adapt to the changing of multiple social developments due to the government subsidies reducing, the numbers of non-profit organization increasing, as well as the economic recession and the public donation decreasing.
The revision of Enforcement Rules for the Physically and Mentally Citizens Protection Act in 2006 defines the sheltered workshop’s responsibility explicitly. Meanwhile, the Counicl of Labor Affairs actively provides the sheltered workshop related auxiliary strategies in view of which facing the difficulty on marketing and management.
Therefore this research takes the sheltered workshop in Pingtung Christian Victory Home as the case study object to understanding its developing history and difficulty by qualitative research method and single-case study method. Further to analyze the execution and benefit of its social marketing strategy and at last to discuss about the social marketing influence on the sheltered workshop, provides some concrete suggestion for the sheltered workshop’s future operation and management.
The study aims at both the social marketing in sheltered workshop operating process and the related projects’ features which covers six major parts:
I. To increase production items and develop the multiple-production sets.
II. To reduce the original material cost and maintain the market price.
III.To hold the festival celebrates-like customer group and seek for long-term cooperated downstream sale-system.
IV. To promote the production through the public relation.
V. To ensure the organization moderately empower the employees.
VI. To change the spatial design to attract consumers' attention.
According to the aforementioned, the researcher finally advises personal concrete suggestion for the restaurant workshop or other sheltered workshop reference on operating and managing in the future.

並列關鍵字

Sheltered Workshop ； Social Enterprise ； Disability ； Non-Profit Organization

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