| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系 === 102 === 21st century booming social enterprise, still can’t avoid facing the impact of the economic crisis, how to overcome adversity is the core of this article. This paper is a case study in handcraft shop of fair trade, through a literature analysis, in-depth interviews with DEMATEL, investigated facture affecting of social enterprise marketing to understand marketing environment of the social enterprise, identify critical factors affecting marketing effectiveness, and explore the causal factor correlations.
The results show the advantages of fair trade handcraft shop can accurately grasp customer needs, in order to enhance customer value, and use the story of products created interactive marketing; instead of size of the organization, personnel, lack of access. Although the external environment exposed to the threat of economic crisis and potential competitors, the organization objectives of social enterprise complying with the trend of social value, can still create opportunities to enhance the importance of the issue by actively with government policies.
Following the literature analysis and in-depth interviews and DEMATEL method, the study probed into the key factors of marketing of handcraft shops. According marketing 4C constructs summed up 20 initial factors. In order to filter out the critical factors, the researcher sent out the questionnaires using Purposive sampling technique; thereafter using Specified sampling method, requesting the survey attendees to assist in questionnaire delivery. The results of the data analysis from the questionnaires were presented as below:
1. According to the feedback, 10 critical factors collected were as follows: "Design aesthetic", "Consumer environment", "Transparent pricing", "Materials", "Rarity", "Word of mouth marketing", "Interactivity of producer", "Convenience", "Transparent production records", "Functionality".
2. "Design aesthetic", "Materials", "Rarity", were the core factors affecting adolescents to disclose their homosexuality.
3. "Interactivity of producer", "Word of mouth marketing", "Consumer environment", were most susceptible to the other factors.
4. "Word of mouth marketing", was the factor with the "highest correlation" and the "smallest relation".
5. All of the communication factors belonged to the affected quotient group.
In summary, the study recommends into three levels of marketing gimmicks, organizational operations, government policies and international environment.
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