STUDY ON MARKETING OF SOCIAL ENTERPRISES-EXAMPLE OF MULTIPLE EMPLOYMENT PROGRAM

• Main Authors: HSIEH, WEI-LUN, 謝維倫
• Other Authors: LIANG, LING-CHING
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/64335127280578741694

碩士 === 國立臺北大學 === 合作經濟學系 === 97 === This study is according to EU develops social enterprise and the Third Sector for employment promotion and have marketing research problems. Hope the result could solve downturn and unemployment rate in Taiwan. Council of Labor Affairs drove Multiple Employment Program to enhance local industries and create job opportunities by government and local. Then, lead unemployees to join planning jobs, rebuild confidence and develop reworking skills. Cooperative, association, foundation and farmers’ and fishermen’s association are involved in this project. This study is based on Kotler’s 4p marketing strategies and especially research on social enterprise marketing strategies, such as product, price, place and promotion. The empirical study samples are from Taipei-Keelung-Yilan-Hualien Region’s Database in 2007 and 2008 and sift nineteen social enterprises as objects. According to professionals and guidance committees opinions, we conclude the 4P strategies and obtain the following points: first of all, the function of social enterprise is (1) economic function (2) social function (3) educational function (4) cultural function. Second, international social enterprise: (1) EU: The contribution of social enterprise in EU to the whole society include the concept of social capital investment, construction of new social economic system, conversion of social welfare, creation of occupation opportunities, improvement of social property, promotion of local social economy. (2) Britain: The social enterprise comes from unemployment problems from 1980-1990. Through cooperatives and local business cooperation, job training, employment subvention and job opportunities were provided. In 2005, Britain officially approved CIC policy to explicit definition for social enterprise. Therefore, the working, economic and social field could base on that and improve promotion. Third, the marketing strategies of the social enterprises who participate Multiple Employment Program in Taiwan are (1) Product strategies, including building the brand, arranging the logo, enhancing R&D, designing package, sorting orientation, keeping on developing new, and setting up authorization. (2) Price strategies, including estimating the cost, fair price, and combined price. (3) Place strategies, including setting up route for consign, setting up Internet position, arranging place for demonstration and sale, and training sales. (4) Promotion Strategies, including reinforce business image, holding promotion activities, holding festival activities, promoting Internet marketing, striving for alliance opportunities, and setting up public relations. Finally, the marketing strategies implementation of the social enterprises who participate Multiple Employment Program in Taiwan are (1) The cooperative takes the high-price moppets as the main products, works together with museums to increase places, and also holds many kinds of activities to promote products. (2) The associations closely integrate the products with the local to promote tourism because of their abundant humanities and natural resources. The marketing strategies of the associations are the most diversified in the four organizations. (3) The foundations links their products to organizations’ mission and purpose, focus on a single technology to enhance product value, and take promotional activities to enhance sales performance. (4) The farmers’ and fishermen’s association takes the fish industry as the products’ main part, set up the sales center to increase the back-off rate, and cooperates with the tourism industry to provide a wide range of activities and services.