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  • 學位論文

社會企業自評行銷與社會影響之關係-以承接多元就業開發方案組織為例

The self-assessment of relationship between marketing and social impact in social enterprise-An example of the multi-employment development program.

指導教授 : 王仕圖 何華欽

摘要


受到全球化影響,歐美各國普遍面臨政府失靈困境,各國逐漸發展社會企業來因應經濟及社會問題。臺灣從1990年代初已出現採用商業手段或事業單位經營的非營利組織,1990年末,政府為舒緩失業率的衝擊,推出相關政策,如:「多元就業開發方案」。而在商業經營策略中,如何將組織理念與使命結合在產業中「行銷」策略扮演重要要素。因此本研究欲透過量化研究方式探究多元就業開發方案發展社會企業經營、行銷策略及社會影響情形。   為探討社會企業行銷策略與社會影響,在多元就業開發方案經濟型計畫中強調促進在地產業發展,藉由特定產品之生產獲利為目的的內涵,較符合研究主題及內容,因此,本研究以2014年承接多元就業開發方案經濟型單位為研究對象,採用全面性的普查方式以郵寄式寄出299份,回收有效問卷計93份,回收率為40.6%。在樣本填答者身份以組織決策者居多,顯示本研究調查具備代表性。   研究發現: 一、組織特徵、填答基本資料與社會影響沒有顯著差異。 二、社會企業組織在行銷策略上,傾向認同或採取商業行銷策略高於社會行銷策 略。在社會影響中,社會效益影響層面較高,顯示,社會企業在以商業手段的 經營下,仍堅持保有組織原有的使命與目標,重視維持服務社會的本質。 三、商業行銷的產品變項和社會行銷的推廣變項是社會影響的重要因子。當社會企 業組織提供的產品或服務型態的品質越佳、有市場區隔性,且符合大眾的需求 或屬於組織的市場定位,行銷的方法中加入組織或公益標語,傳達服務社會、 照顧弱勢等公益資訊,有助於社會影響層面的產生。   由研究結果發現,社會企業行銷與社會影響有重要的相關性,因此建議可加強社會企業的行銷與推廣工作的重視,以及增進社會大眾對社會企業相關資訊與產品的認識,社會企業組織在行銷策略的擬定上可以將商業行銷及社會行銷策略搭配運用,並鼓勵社會企業組織人員行銷相關知能的學習,將有助於掌握組織應採取何種行銷策略,有效的推廣產品及拓展行銷管道。

並列摘要


Due to the influence of globalization, European and American countries are confronted with government failure and gradually develop social enterprises to cope with economic and social problems. In early 1990s, Taiwan has adopted commercial means or public institution operated non-profit organizations. In late 1990s, government released related policies to relieve impact of unemployment rate. In terms of commercial operation strategy, how to combine organizational concept and mission with marketing in the industry plays a very important role. Therefore, this study explores diversified employment development programs to develop social enterprise operation, marketing strategy and social influence in a quantitative way. To explore social enterprise marketing strategy and social influence, research theme and content are fit for economic plans of diversified employment development programs. Hence, this study took 2014 economic units of diversified employment development programs as research subject and posted 299 questionnaires by comprehensive general survey with 93 valid ones collected. For the sample answerer, organization decision makers rank the most, which shows this research is of representation. The study found: 一、 No significant differences in social impact with organizational characteristics, respondents to those basic information. 二、 In terms of marketing strategy, social business organization tends to recognize and adopt commercial marketing strategy higher than social marketing strategy. In terms of social influence, social benefit gets more influence which shows social enterprises still keep original missions and goals and pay attention to keep serving society in commercial operation. 三、 Commercial marketing product variables and social marketing promotion variables are important factors for social influence. When social business organization provide better products or services with market segmentation which conform to mass requirement or belong to organizational market positioning, add organizational or public benefit slogan an deliver serving society and caring for weak group information, that will be helpful to get social influence.   The research finds social business marketing is significantly related to social influence. Hence it is suggested to enhance marketing and promotion of social enterprises and increase social mass recognition to related information and products of social enterprises. Social business organization can collocate commercial marketing and social marketing strategy and encourage social enterprises to organize people to market related study. That will help master organization to take what kind of marketing strategy, promote and expand marketing channels effectively.

參考文獻


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