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

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51032826 線上人數 : 935

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 傳播學院 > 國際傳播英語碩士學程 > 學位論文 > Item 140.119/147000

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/147000

題名:	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
貢獻者:	黃葳威林妤洵 Lin, Yu-Hsun
關鍵詞:	社會行銷循環經濟剩食 Social marketing Circular economy Food waste
日期:	2023
上傳時間:	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
參考文獻:	References Accenture (2014). Circular Advantage: Innovative Business Models and Technologies to Create Value in a World without Limits to Growth Alexandra Jurgilevich, Traci Birge, Johanna Kentala-Lehtonen, Kaisa Korhonen-Kurki, Janna Pietikäinen, Laura Saikku and Hanna Schösle (2016). Transition towards Circular Economy in the Food System Boulding, Kenneth E. (1966). "The Economics of the Coming Spaceship Earth", In H. Jarrett (ed.) Environmental Quality in a Growing Economy, pp. 3-14. Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input. Retrieved from http://dmeforpeace.org/sites/default/files/Boyce_In%20Depth%20Interviews.pdf Carola Fabi and Alicia English (2018). SDG 12.3.1: Global Food Loss Index, Methodological Proposal for Monitoring SDG Target 12.3. The Global Fodd Loss Index Design, Data Collection Methods, and Challenges Charles Huang (2017). Circular Economy, Common Wealth Magazine, ISBN: 978-986-398-229-6 Chen and Hong (2011). How to apply social marketing into LOHAS, Leisure &Holisic Wellness, p159-p167, http://dx.doi.org/10.29686/LHW.201106.0018 Chung fu, Yeh (2018) How to higher the possibility of successful crowdfunding projects? Source derived from: https://www.innosociety.org/m/405-1649-55173,c13682.php Chen yen li (2021) A Study on Key Success Factors of Rewards-based Crowdfunding, page 39-50, vol.13, Journal of Management and Business Research David William Pearce and R. Kerry Turner (1990). Economics of Natural Resources. and the Environment Dominika Alexa Teigiserova, Lorie Hamelin, Marianne Thomsen (2019). Towards transparent valorization of food surplus, waste and loss: Clarifying definitions, food waste hierarchy, and role in the circular economy, https://doi.org/10.1016/j.scitotenv.2019.136033 Dacin, P.A., Dacin, M.T. and Matear, M. (2010). “Social entrepreneurship: why we don’t need a new theory and how we move forward from here”, Academy of Management Perspectives, Vol. 24 No. 3, pp. 37-57. Dees, J. Gregory (1998). Enterprising nonprofits. Harvard Business Review. Jan. Feb:55-67 Denise Dahlhoff (2020), 5 communications tips to market sustainability. Retrieved from https://www.greenbiz.com/article/5-communications-tips-market-sustainability Ellen MacArthur Foundation (2013). Towards the circular economy Vol. 1: an economic and business rationale for an accelerated transition, Retrieved from https://reurl.cc/28G0jr Eppich, W.J., Gormley, G.J., Teunissen, P.W. (2019). In-Depth Interviews. In: Nestel, D., Hui, J., Kunkler, K., Scerbo, M., Calhoun, A. (eds) Healthcare Simulation Research. Springer, Cham. https://doi.org/10.1007/978-3-030-26837-4_12 Ellen Macarthur Foundation (2021). What is circular economy? Retrieved from https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview Environmental Protection Administration of Taiwan (2021). Amount of Municipal. Waste Generated by Type European Commission (2014). Towards a Circular Economy: A Zero Waste Programme for Europe; European Commission: Brussels, Belgium Geraldine Okeudo and Okoli Margaret. N (2013). The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC, American Journal of Business and Management 2(2):155, DOI: 10.11634/216796061706282 Ghayth Jarad (2022). Application of Social Marketing in Circular Economy, DOI: 10.17306/J.INTERCATHEDRA.2021.00132 Gustavsson, J., Cederberg, C., Sonesson, U., Van Otterdijk, R., Meybeck, A., (2011). Global food losses and food waste: The Food and Agriculture Organization of the United Nations. Harvey-Jordan, Stephanie; Long, Sarah (2001). The process and the pitfalls of semi-structured interviews, Community Practitioner; London Vol. 74, Issue 6, (Jun 2001): 219. Hartikainen, H., Mogensen, L., Svanes, E., Franke, U., (2018). Food waste quantification in primary production – the Nordic countries as a case study. Waste Manag. 71, 502–511. https://doi.org/10.1016/j.wasman.2017.10.026. Kotler, Philip & Zaltman, Gerald. (1971). Social Marketing: An Approach to Planned. Social Change. Journal of marketing. 35. 3-12. 10.2307/1249783. Juana Camacho-Otero, Casper Boks and Ida Nilstad Pettersen, (2018). Consumption in the Circular Economy: A Literature Review, https://doi.org/10.3390/su10082758 Juan Romero-Luis, Alejandro Carbonell-Alcocer, Manuel Gertrudix, María Del Carmen Gertrudis Casado, Paolo Giardullo & Daniel Wuebben (2022) Recommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy, Cogent Social Sciences, 8:1, DOI: 10.1080/23311886.2022.2147265 Jessica Wong (2022). How to use storytelling to increases customer engagement, derived from https://www.entrepreneur.com/starting-a-business/storytelling-can-change-your-brand-recognition-heres-how/432967 Kotler, P. & Levy, S. J. (1969). Broadening the concept of marketing. Journal of. Marketing, 33, 10-15. Kotler, P., Roberto, N. and Lee, N. (2002). Social marketing: Improving the quality of. life. 2nd Edition, Sage Publications Inc., Thousand Oaks. Littlewood, D. and Holt, D. (2018). "How Social Enterprises Can Contribute to the Sustainable Development Goals (SDGs) – A Conceptual Framework", Entrepreneurship and the Sustainable Development Goals (Contemporary Issues in Entrepreneurship Research, Vol. 8), Emerald Publishing Limited, Bingley, pp. 33-46. https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.1108/S2040-724620180000008007 Lipinski, B. et al. (2013). “Reducing Food Loss and Waste.” Working Paper, Installment 2 of Creating a Sustainable Food Future. Washington, DC: World Resources Institute. Available online at http://www.worldresourcesreport.org. Lin Yi shuan (2017) ‘The Essential Factors of Successful Crowdfunding-Case Study of “Zeczec”’ DOI：10.6342/NTU201701233 Mair, J. and Martí, I. (2006). “Social entrepreneurship research: a source of explanation, prediction, and delight”, Journal of World Business, Vol. 41 No. 1, pp. 36-44. McCarthy. O. (1960). Warehouse operations and optimization. British Journal of Science. Sheffield. Concord Press International, 4(3),245-278. Madill, J. and Ziegler, R. (2012). “Marketing social missions-adopting social marketing for social entrepreneurship? A conceptual analysis and case study”, International Journal of Nonprofit & Voluntary Sector Marketing, Vol. 17 No. 4, pp. 341-351. Mitchell, A., Madill, J. and Chreim, S. (2014). “Marketing strategy in Canadian social enterprises”, Social Marketing Advances in Research and Theory Conference, 17-19 October, Lake Louise. Ministry of Health and Welfare of Taiwan (2022). Statistics of Households and Persons of Low-Income Families. Morse, J. (1991). Strategies for sampling. In J.M. Morse (Ed.), Qualitative nursing research: A contemporary dialogue (pp. 127-146). Newbury Park, CA: Sage Nancy R. Lee and Philip Kotler (2011). Social marketing: influencing behaviors for good, 4th edition. Paul Ryder and Joanna Vogeley (2017). Telling the impact investment story through digital media: an Indonesian case study, Communication Research and Practice, DOI:10.1080/22041451.2017.1387956 Porter, M.E. and Kramer, M.R. (2011). “Creating shared value”, Harvard Business Review, Vol. 89 Nos 1/2, pp. 62-77. Pacific Economic Cooperation Council (2015). Role of Micro and Social Enterprises in Promoting Inclusive Growth Priefer, C., Jörissen, J., Bräutigam, K.-R., (2016). Food waste prevention in Europe – a cause- driven approach to identify the most relevant leverage points for action. https://doi.org/10.1016/j.resconrec.2016.03.004. Ping-Yen Huang (2020). ‘A Research on the Strategies of the Collaboration of Coffee Shops with Various Industries’ Garrone, P., Melacini, M. and Perego, A. (2014). "Surplus food recovery and donation in Italy: the upstream process", British Food Journal, Vol. 116 No. 9, pp. 1460-1477. https://doi.org/10.1108/BFJ-02-2014-0076 Schröder, Patrick & Anggraeni, Kartika & Weber, Uwe. (2018). The Relevance of Circular Economy Practices to the Sustainable Development Goals. Journal of Industrial Ecology. 23. 10.1111/jiec.12732. Su Hui, Jen (2010). A Study of Effectiveness of Rational and Emotional Green AD Appeal Moderating Effect of Environment Knowledge Şentürk, Tolga. (2021). How Can Social Marketing and Social Enterprises Promotes Sustainable Development in COVID-19 World and Beyond? Journal of International Social Research. 14. 1280-1294. 10.17719/jisr.11666. Tamasiga, P.; Miri, T.; Onyeaka, H.; Hart, A. (2022). Food Waste and Circular Economy: Challenges and Opportunities. https://doi.org/ 10.3390/su14169896 Teigiserova, D.A., Hamelin, L., Thomsen, M., (2019). Review of high-value food waste and food residues biorefineries with focus on unavoidable wastes from processing. https://doi.org/10.1016/j. resconrec.2019.05.003. Thibaut Wautelet (2018). The Concept of Circular Economy: its Origins and its Evolution United Nations Environment Programme (2021). Food Waste Index Report 2021. Nairobi. United Nations (2015). Resolution adopted by the General Assembly on 25 September 2015. Transforming our world: the 2030 Agenda for Sustainable Development United States Environmental Protection Agency (2006). Terms of Environment: Glossary, Abbreviations and Acronyms UNHSP (2010). Solid Waste Management in the World’s Cities. London. UN Environmental Programme (2011). Decoupling Natural Resource Use and Environmental Impacts from Economic Growth, United Nations Environment Programme, Paris William and McDonough, (2002). Cradle to Cradle: Remaking the Way We Make Things, North Point Press, New York Varsha Ganatra, A.A. Gde Satia Utama, Puran, Rudresh Pandey, Liang Mei Qi, Daisy Mui Hung Kee, Irene Saw Ai Ling, Lim Hooi Sien, Tan Jia Tien, Hafizh Sasining Ramadhan, Liem Gai Sin, Madhu Ashok Pandey (2021). A Study of Subway Marketing 4P Strategy, Asia Pacific Journal of Management and Education (APJME) Vol. 4 No. 2, DOI: https://doi.org/10.32535/apjme.v4i2.1069 Vipul Gulati, Mayank Rai (2020). Potential of Municipal Sludge - A Cradle to Cradle Approach Towards Circular Economy, International Research Journal of Engineering and Technology (IRJET), Volume: 09 Issue: 04 \| Apr 2022 Yusiana, Rennyta & Widodo, Arry & Hidayat, Agus. (2020). Green Marketing: Perspective of 4P’s. 10.2991/aebmr.k.200514.024.
描述:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 105461006
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0105461006
資料類型:	thesis
顯示於類別:	[國際傳播英語碩士學程] 學位論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
100601.pdf		13108Kb	Adobe PDF2	0	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回饋