應用故事行銷推廣環境教育之模式分析-以「綠島大象」推廣「再利用」為例

Analysis of Applied Storytelling Marketing as a Method of Promoting Environmental Education: A Case Study of “The Green Island Elephant” as a Promotion of the Principle of “Reuse”

陳家瑋(Chia-Wei Chen)

指導教授 ： 張子超

國立臺灣師範大學/理學院/環境教育研究所/碩士(2013年)

摘要

本研究旨在瞭解個人環境教育推廣者應用故事行銷策略推廣環境教育的應用模式。具體而言，本研究將從瞭解個人環境教育推廣者應用故事行銷策略推廣環境教育的歷程，從歷程中分析出故事行銷的行銷工具組合，同時也對分析應用上所遇到的障礙與解決方式，最後歸納出應用故事行銷推廣環境教育的模式。
本研究採個案研究法，選擇採用說故事及結合行銷策略來推廣環境教育的個人推廣者，「綠島大象」做為研究對象，透過參與觀察、深度與開放式訪談、文件蒐集、人工製品及開放式問卷等研究技術來蒐集資料，將資料收集歸納後，提出本研究之結論，結論共分為三大部份，結果如下所示：
第一部分則是提出應用故事行銷推廣環境教育之模式：本個案操作的步驟不同於文獻所建構出的理論模式，發展真實且是在地化的故事開始，從發掘組織的核心故事開始將增添組織的優勢，第一點是除了保留商業行銷中視故事為說服目標對象的「溝通工具」之外，第二點則是更進一步使故事內涵成為販賣的「主要產品」。
第二部分則是分析故事行銷工具4Ps分別策略為何：
「產品」策略分別是1. 透過策略聯盟促成產品「一元多用」，多重媒介將核心目標傳遞出去2. 故事真實性具有幫助激起情感反應，減少消費者有被欺騙的觀感，並可透過實際創造或與核心故事相仿的故事做連結以增加產品豐富度；「價格」策略分別是1. 降低合作對象的所需支付貨幣成本；2. 採用有信譽來源的背書；3. 提供社會性誘因；「通路」策略分別是：1.行銷工具相互影響2. 任何地方皆是通路；而「推廣」策略分別是1. 人員傳播與非人員傳播相輔相成2. 故事的獨特性真實性有助於推廣策略應用3. 故事有助於跨領域爭取資源。
第三部分則描述個案應用何種策略來克服障礙，障礙多半屬於組織本身先天的劣勢，而個案嘗試透過行銷組合策略來克服障礙，分析結果後發現有以下三項特點（一）克服障礙需要多種策略共同解決（二）內部優勢會因為環境改變而轉變成障礙（三）解決策略本身也是一種障礙。
本研究根據研究結果，對未來實務工作者的建議包括：（一）應將發掘環境教育故事列為主要步驟（二）需要克服經費來源問題（三）環境教育應與各方單位配合，加入「延伸活動」引領經驗故事內涵（四）從情感面角度來影響對象，將有助環境教育目標達成（五）需建立完整評估「應用」的機制（六）故事行銷有助環境教育商品化及幫助理念傳遞（七）故事的內容影響著組織是否能跨領域尋求資源。此外，在後續研究上，針對研究對象、研究工具提出建議。

關鍵字

故事行銷 ； 環境教育 ； 綠島大象

並列摘要

The purpose of this study was to explore how to apply Storytelling Marketing to assist the individual environmental educator. Specifically speaking, the research explored the application process, how to solve difficulties encountered in application and then figuring out the application model.
This study used qualitative research methods for Green Island Elephant. The study would carry out through case study, participant observation, in-depth and open-ended interviews, documents collection, and physical artifact. The findings are divided into three parts, as following:
The first section sets out the different modes of applied storytelling marketing in promoting environmental education: The steps taken in the operation of this study are different than those employed in literature constructed theoretical models. The development is real and originates from a localized story. Finding the organizational core of the story and adding to the strength of its organization will be helpful in assisting the promotion of environmental education.
The second section analyzes the storytelling marketing 4Ps instrument strategy respectively as follows:
The “Product” strategy is divided into parts. (1) Facilitate multi-usage of products through strategic alliances and pass on core objectives via various mediums.(2)The authenticity of the story can help arouse an emotional response and reduce the customer’s perception of being deceived. Also products can be enriched through the actual creation of stories of similar nature linked to the core story. The ”Price” strategy is divided into three parts. (1) Reduce the amount of money needed to be paid by partners. (2) Use reputable endorsement sources. (3) Provide social feedback/return for consumers. The “Place” strategy is divided into two parts. (1) Mutual influence of marketing instruments. (2) Universality of pathway locations. The “Promotion” strategy is divided into three parts. (1) The complementarity of propagation by staff and non-staff members. (2) The unique nature and authenticity of the story helps in application of promotion strategy. (3) The story is helpful towards crossing territorial boundaries in the struggle for resources
The third part describes what kind of strategies were taken in this case to overcome obstacles. The obstacles consist of organizational weaknesses and combines marketing strategies were employed in overcoming these obstacles. The following three features were discovered after undergoing analysis. 1. Multiple strategies are needed in overcoming obstacles. 2. The inner strengths will reshaped by environmental change. 3. The solution is sometimes also an obstacle.
Based on the conclusion of this research, the following are suggestions for the Practitioner. (1) Exploring the organization of the core story is the first step. (2) Overcome funding source issues. (3) Cooperate with diverse departments to solve problems and integrate Extension Activities into environmental education to help students experience the meaning of the story. (4) Affecting the target audience from an emotional aspect helps to achieve environmental goals. (5) Establish a detailed evaluation method. (6) Storytelling marketing helps environmental education to be commercialized and in transferring its message. (7) The content of the story influences its organization, striving to crossing territorial boundaries in acquiring resources. Other suggestions for future research are presented.

並列關鍵字

Storytelling Marketing ； Environmental Education ； Green Island Elephant

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