政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/147000

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/147000

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题名:	循環經濟企業的社會行銷策劃 Implementation of social marketing for circular economy-based enterprises
作者:	林妤洵 Lin, Yu-Hsun
贡献者:	黃葳威林妤洵 Lin, Yu-Hsun
关键词:	社會行銷循環經濟剩食 Social marketing Circular economy Food waste
日期:	2023
上传时间:	2023-09-01 15:17:20 (UTC+8)
摘要:	隨著科技發展，人們越來越習慣線性商業模式，在這樣的生活模式中，對於許多產業都會帶來許多負面影響，尤其在食物供應鏈，容易造成食物供應失衡並造成環境巨大傷害。如何解決剩食問題是現代社會的當務之急，此篇研究探討馳綠國際股份有限公司，瞭解其如何落實循環經濟模式，將剩食向上循環成具有高附加價值的產品，並聚焦於其如何結合4P策略執行社會行銷企劃。本研究結果發現: 1. 產品：產品力為循環經濟企業的根本 2. 價格：降低貨幣成本因素並增加非貨幣成本誘因 3. 通路：先鎖定目標客群，與募資平台合作吸引相似消費者; 與其他異業合作廠商合作，吸引互補型的消費者 4. 促銷：理性訴求先傳遞再傳達感性訴求; 創在贏來的媒體並集中在自媒體經營本研究的建議：1.可尋找更多在利基市場上的潛力消費者以利創造更多行銷管道 2.邀請更多咖啡廳業者參與循環經濟企劃可增加品牌形象 3. 同時結合理性與感性訴求作為主要行銷內容 4. 在社群平台上創造病毒式行銷議題 With the advancing world, people are getting used to traditional linear business model which is the practice of ‘take, made and dispose’ lifestyle. Under the circumstance in food industry, it not only causes the imbalance of food distribution but also result in enormous environmental damages to our mother earth. Nowadays, recycling food waste plays as a passive way to environment protection; however, upcycle food waste to the value-added products that follows circular economy concepts may bring a better plan for the human being and environment. As a result, the paper is exploring how circular economy-based business practice social marketing plan with 4P strategies and made Ccilu International Corporation as the research case. The summary of the results on the case study shows that 1. Product: Product power leverages circular economy-based business; 2. Price: Lowering monetary cost and increasing non-monetary incentives; 3. Place: Determine the target audience first, cooperate with crowdfunding platforms that shares similar target audiences, while making cross-industry alliance for complementary target audiences; 4. Promotion: Rational appeal delivered first and emotional appeal delivered afterwards; Generate earned media without efforts; focus on owned media marketing strategy. On the other hand, the paper would also make some recommendations for Ccilu and future practitioners, 1. Looking for niche markets potential buyers creates more marketing places; 2. Inviting more café stores for future cooperation promotes Ccilu’s brand images; 3. Combine rational appeal and emotional appeal closely as promotion messages; 4. Creating a trendy topic that could go viral in social media platforms. Key words: Social marketing, Circular economy, Food waste
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描述:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 105461006
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