社會企業網路行銷策略研究 : 以冶綠生活服飾為例

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 學位論文 > Item 987654321/102177

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题名:	社會企業網路行銷策略研究 : 以冶綠生活服飾為例
其它题名:	A study of the internet marketing strategies of a social enterprise : the case of WILDGREEN
作者:	張至宣;Chang, Chih-Hsuan
贡献者:	淡江大學管理科學學系碩士班時序時;Shih, Hsu-Shih;鄭啟斌;Cheng, Chi-Bing
关键词:	社會企業;網路行銷策略;行銷組合;質性研究;Social Enterprise;Internet Marketing Strategies;Marketing Mix;Qualitative Research
日期:	2014
上传时间:	2015-05-04 09:49:19 (UTC+8)
摘要:	社會企業是因私、公和第三部門紛紛發生「失靈」的情況下，而產生的新形態組織，藉由商業的營運模式，達到解決社會缺口帶來的社會問題為目的。社會企業不同於非營利組織，它不依靠政府補助和捐款，所以社會企業在經營上也需要和商業企業一樣營運獲利。隨著網際網路的發達，消費者對網路媒體越是依賴，網路行銷已是目前企業界常用的宣傳推廣方式，對於社會企業而言網路行銷的社群特性與成本優勢更是其不得不重視之行銷手段；在因應環境變化、善用網路資源與創新思維方面，社會企業在網路行銷上仍有許多課題待探討。本研究之目的，乃以社會企業為個案研究對象(冶綠生活服飾)，針對該公司之網路行銷策略進行探討與分析，以作為其他社會企業之參考。在研究方法部分，本研究以「資料蒐集」與「深入訪談」以了解社會企業內涵及其網路行銷策略，並分析其網路行銷策略之效果。研究結果發現，冶綠生活依據網路行銷特性，以網路行銷工具及行銷8P組合，精準切入目標利基市場，將資訊透過各種行銷管道傳遞給消費者，掌握消費者需求，堅持落實企業經營理念，善用網路快速便捷免費的特性來助其推動社會理念。 Social enterprise is a relatively new form of organization, arising from the “failure” of the public, private and the third sectors. Social enterprises are different from traditional non-profit organizations, for they do not rely on government grants or donations, and thus a social enterprises has to be profitable to sustain its operations. With the advent of the internet online media gradually win the attention and trust of consumers. Internet marketing has become a common and important mean by companies for promoting their products or services. With its advantages of social interaction and low cost, internet markets is particularly important to social enterprises. However, problems are remained to unsolved for social enterprise regarding how to quickly response to environment changes, well utilize internet resources, and encourage innovative ideas, when adopting internet marketing. Thus study aims to investigate the internet marketing strategies of social enterprises by literature reviews and an in-depth interview with a case company (WILDGREEN). Through the case study, we attempt to gain the insight of the operations of an enterprise and the rationale behind the internet marketing strategies it adopts. The research results reveal that case company is able to take the advantage of internet marketing and employ the 8P marketing mix to precisely find its niche, and deliver its value to consumer, and further promote its vision to the society.
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