| 摘要: | 本研究以卡維蘭公司為個案，以文獻分析、深度訪談、個案研究等質性研究法，針對該公司網路播放的真實性故事，設計非結構式問卷，並與創辦人進行訪談。研究目的主要在探討其創業理念，進一步分析社會企業之雙元目標以及在網路廣告之運用方式，試圖提出該公司產品與服務背後所隱藏的議題與訊息啟發。
研究結果發現，創辦人以社會最底層的替代役男經驗，觀察到服役時部落果農所面臨到經濟、社會等現況與需求，進而建構出卡維蘭公司真實性之創業理念、商品服務，與社會企業雙元目標不謀而合。同時作為與消費者對話，該公司在精釀啤酒的網路廣告訴求中，也顯示與一般企業網路廣告之差異性。
This study used Kaviiland as a case study, using literature analysis, indepth inter-views, case studies and other qualitative research methods to design an unstructured questionnaire for the company's online story, and interviewed the founders. The purpose of the research is to explore its entrepreneurial philosophy, further analyze the dual goals of social enterprises, and how to use online advertising, trying to propose the issues and information hidden behind the company's products and services.
The research found that the founder used the experience of the lowest level alter-native men in the society to observe the current economic and social conditions and needs of the tribal farmers in service, and then constructed the entrepreneurial concept and commodity service of the authenticity of Kaviiland. The social enterprise's dual goals coincide. At the same time, as a dialogue with consumers, the company also showed differences with the general corporate online advertising in the online advertis-ing appeal of craft beer. |
