| 摘要: | 依據國内外的許多非政府機構與非營利組織累積了其事業化的發展經驗，建立了知識體系，為永續經營勢必發展經營策略與創意概念。以「財團法人喜憨兒社會福利基金會」為例，其烘焙事業，因「純真」的體驗式行銷，將「愛心」融入在產品中，與一般商品顯示出差異化，溫馨自立的形象，在台灣成為「心智障礙者」的代名詞，更是成為台灣社會企業幫助弱勢的最佳典範，因此，探究其發展策略是非常值得的。
本論文採「CORPS」分析模式，以深入訪談與文獻分析的方法，訪問「喜憨兒」的創辦人和事業部副總。非營利組織的管理在不同時期之發展，因領導人的領導風格與理念，為順應環境、因時制宜地運用特定的組織、資源與策略，積極運用社會企業的行銷概念，開創多元的服務方案以滿足社會需求，提高非營利組織財務的穩定性、提升服務的品質、提供工作機會給弱勢人口族群及促進非營利組織的專業化。
「喜憨兒」藉由策略性、專業化管理已然建立成功的經營模式，但，為何不成立社會企業？研究的結果發現，客觀的因素：認為台灣目前對社會企業的定義不清楚，相關法律的規範或政策也不夠完整，政府執政的心態傾向短期操作。主觀的因素：領導者的人格特質貴在堅持信念，無意迎合外在不明確的環境，重點是組織依然堅持成立的初衷就是照顧「喜憨兒」。
According to many non-governmental organizations and non-profit organizations at home and abroad to accumulate their career development experience, the establishment of the knowledge system, sustainable development is bound to develop business strategy and creative concept. In the case of "Blessing Social Welfare Foundation", the bakery business, "pure" experiential marketing, incorporates "love" into the product, showing a differentiated, warm and self-contained image with the general merchandise , In Taiwan as a "mentally handicapped" synonymous with Taiwan's social enterprises to become the best example of the disadvantaged, so to explore its development strategy is very worthwhile.
In this paper, the "CORPS" analysis model, in-depth interviews and literature analysis methods, visit the "happy children" founder and vice president of business. The development of nonprofit organizations in different periods, due to the leaders of the leadership style and philosophy, in order to comply with the environment, due to the appropriate use of specific organizations, resources and strategies, and actively use the concept of social enterprise marketing, create a diversified service program To meet the needs of the community, to improve the stability of non-profit financial organizations, improve the quality of services, to provide job opportunities for vulnerable groups and promote the non-profit organization of specialization.
"Xing Han children" through the strategic, professional management has established a successful business model, but why not set up a social enterprise? The results of the study found that the objective factors: that the current definition of social enterprises in Taiwan is unclear, the relevant laws and regulations or policies are not complete, the government's mentality tends to short-term operation. Subjective factors: the personality of the leader in your adherence to the faith, no intention to cater to the external ambiguous environment, the focus is to establish the original intention is to take care of "hi children". |
