我國社會企業運用電商行銷之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51138

Title:	我國社會企業運用電商行銷之研究 Research on Social Enterprise Application of Electronic Commerce Marketing in Taiwan
Authors:	潘敏倩
Contributors:	社會企業管理碩士在職學位學程
Keywords:	電子商務電子商務行銷電商平台社會企業 E Commerce E Commerce Marketing E-Commerce Platform Social Enterprise/Company
Date:	2022
Issue Date:	2023-02-23 09:46:15 (UTC+8)
Abstract:	我國冠名「社企」及「社會企業」的企業中，運用電子商務作為行銷方式，在全球「COVID-19嚴重特殊傳染性肺炎」疫情影響之下，電子商務行銷紛紛而起，本研究探討我國社會企業運用電子商務行銷的使用程度及效益分析。本研究採用文獻分析法(document analysis)、個案研究法(case study)、立意取樣法(purposive sampling)及半結構式深度訪談法(semi-structured interview)。針對我國社會企業有使用電子商務行銷的公司做相關資料蒐集及分析，在疫情衝擊下透過研究分析結果，提出電子商務行銷策略之建議，以提供我國社會企業未來在電子商務發展之建議。本研究發現我國社會企業極少數使用電子商務行銷，但全球各行百業無不利用電子商務作為行銷的利器，縮短距離及時效以創造業績，發展電子商務已經是勢在必行的趨勢。建議我國社會企業應善用社群媒體及電子商務行銷工具，朝多元化發展，創新思維發展行銷模式，提升社會企業營運朝永續發展之目標，以善盡企業社會之責任。 The rising of E commerce/Marketing as one of the major marketing tool under Covid-19 pandemic economy in Private Owned Company or Social Enterprise has become a mainstream. This study shall focus on analyzing the depth of utility of E commerce in Social Enterprise and its cost benefit analysis. By collecting data of E Commerce application in Social Enterprises, and using document analysis, case study, purposive sampling and semi-structured interview, the study focuses on providing recommendations on E Commerce strategy to Social Companies under the pandemic strike, and developing E Commerce more efficiently in those Enterprises. This study discovers that in Taiwan Social Enterprises are lacking of E marketing/digital Marketing, however, which are the weapons for other companies in whole world. E- Commerce not only shortens the distance between consumers and service providers, but also creates even unexpectable large market and profit margin. Developing E Commers has become an unavoidable path for our Social Companies to survive current circumstances. The study also suggest the Social Enterprises to take more advantage of Social Media, E Commerce tools, and developing more variety and innovative marketing methods. By doing so, and Social Enterprise can achieve the ultimate ESG (Environment, Social and Governance).
Appears in Collections:	[Master program of social enterprise management] thesis

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