我國社會企業行銷策略之研究：以「用心快樂社會企業」為例

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Title:	我國社會企業行銷策略之研究：以「用心快樂社會企業」為例 A Study on the Marketing Strategies of a Social Enterprise: The Case of “SEE the World with YOUR HEART”
Authors:	姚國安
Contributors:	社會企業管理碩士在職學位學程
Keywords:	社會企業行銷策略用心快樂社會企業 social enterprise marketing strategy SEE the World with YOUR HEART
Date:	2022
Issue Date:	2023-03-10 14:13:10 (UTC+8)
Abstract:	近年來我國社會企業在時代與商業區勢的演變下，有了不一樣的躍進，鑒於此本研究主要之研究目的藉由行銷學之相關策略管理與競爭分析的方式藉以探討我國社會企業於行銷手法上與一般市場上之營利事業組織亦或非營利組織之差異與競爭手法，同時透過社會企業銷售模式之限制與其發想行銷策略與組織運營策略之考量，了解社會企業其社會影響力是否因此受到影響。而其中本研究將透過文獻分析法與個案訪談之方式進行研究之探討，其後將所獲得之相關結論藉由行銷策略分析之方式，以SWOT與五力分析進行歸納研究，以得到最後的研究結論。整體研究結論主要期望藉由對於實際的社會企業訪談，透過行銷策略分析手法了解，社會企業在商業行銷實務上的優勢與弱勢，藉以做為未來社會企業在進行商業策略研擬過程的一個參酌。 Taiwan's social enterprises have made a different leap under the evolution of the times and business trends in recent years. In view of this, the main research purpose of this study is to explore the differences between Taiwanese social enterprises in marketing competition methods and for-profit organizations or non-profit organizations in the general market through the methods of relevant strategic management and competition analysis of marketing. At the same time, by considering the limitations of the sales model of social enterprises and devising marketing strategies and organizational operation strategies, we can understand whether the social influence of social enterprises is affected by this. This study conducts research and discussion by means of literature analysis and case interviews, and then obtains relevant conclusions through marketing strategy analysis, SWOT and five forces analysis to conduct inductive research to get the final research conclusion. The study conclusion mainly expects to understand the strengths and weaknesses of social enterprises in commercial marketing practice through interviews with actual social enterprises and through marketing strategy analysis methods, so as to serve as a reference for future social enterprises in the process of business strategy development.
Appears in Collections:	[Master program of social enterprise management] thesis

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