Exploring the TNR Campaign for homeless animals from the perspective of Social Marketing: the case of Cats Village at Ho Tong, Rei Fun

• Main Authors: Yu-Shan Lee, 李玉珊
• Other Authors: Jing-Fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/54520141546111154524

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === The current handling policy for homeless animals is "capture", "caging" and then "culling" which is verified as result of un- Humanitarian & resource wasting by the western countries. The TNR（Trap,Neuter,Release）is the exact effective policy to solve the problem of homeless animals. Cat Village at Ho Tong is one famous case of the successful TNR ones. The analysis object to find out one of the suceesful case in Taiwan - Ho ong Cat village about how they launch the TNR activities based on 8 steps of social marketing in order to achieve three goals. 1.) To find out the advantage and obstacle of conducting TNR which could be the reference guild for future TNR launching by social marketing volunteers. 2.) Based on the structure of social marketing, to study the TNR case of Cat Village, these will be reference guild to launch and execute the animal protection policy by authorities & "Life Respecting" in Taiwan. 3.) There are not many related papers or articles in the field of TNR in Taiwan. Based on this research papers to draw some visible attraction and reference for other scholars with more studies to get more attention on this topic. After this case study, the suggestions and contribution are listed as bellow. 1.) Government support is a must for case success. 2.) To implement society caring as motivation, rather than homeless animals caring. 3.) Readiness of reaction solutions between all impacted business/people. 4.) To implement marketing crews in TNR groups. 5.) More connections between all TNR groups in Taiwan 6.) Scholars force supporting and joining.