社會企業以企業營運方式解決某種社會問題、提升社會利益，跨越第二部門與第三部門，是一個新興的組織型態。農業、土地、食物安全逐漸成為大家關注的議題，公民意識提高、社區參與性增強，越來越多人關切這些議題的，因社會企業所販賣的不僅是商品，更是其組織的理念與願景，農業社會企業不只需要在地農友的夥伴關係，亦仰賴消費者的購買支持，希望標的對象能以行動落實改變，這樣的意涵及是社會行銷推廣的範疇，因此結合社會企業與社會行銷以上下游新聞市集為個案進行討論。 本研究以「上下游新聞市集」為研究個案，輔以深度訪談法分析，以社會行銷觀點及消費者端的想法，了解農業社會企業發展，其實務的運作及所面臨的問題或挑戰，並進一步討論如何因應上述問題。上下游新聞市集是臺灣第一個食物與農業為主的專業新聞媒體，主要關注議題在於農業、土地及食品安全，成立於2011年，由兩個獨立部門組成，一為「新聞」：發表食物、耕作、農地保存、食農教育、綠色節能生活等專題報導、文章或新聞，強調獨立客觀的報導，不做廣告文及商業文；二為「市集」：建立便利的銷售通路及平台，除了向農友購買農作，也協助開發新產品、拓展市場，讓用心栽作、使用友善耕作的農友，有固定的收入來源，能夠安心種植，以不傷害土地的方式為消費者生產。 經過文獻探討及研究分析，本研究發現農業社會企業若要能有效行銷及推廣，應：一、使消費者認知步調漸趨一致，應先公告專業名詞或技術檢驗程序等，避免產生誤會或讓消費者質疑，亦增加社會大眾的認識；二、社會企業應制度化，制度化是企業成長的必經的過程，包含訂定目標、員工行為規範、激勵制度、決策過程擴大參與等；三、維持品牌及口碑提升信任感，以專業客觀、小心自律、品質把關的精神，讓農友專注生產，消費者願意購買，也讓社會更加關心這議題，堆疊信任感。 / Social enterprise is a new approach which combines social purpose, business operation and entrepreneurial spirits, aims to deliver public benefits and create an inclusive society. By the development of citizenship, civic engagement and environmental conscious, more and more people concern much about agriculture, land and food issue. Social enterprises sell not only products, but also their goals for public goods. Agricultural social enterprises have strong partnerships with farmers, as well as they need support from customers, they have to market their target groups. What mentioned above is corresponding to the principle of social marketing. Therefore, this study tries to figure out the development of agricultural social enterprise about what challenges they comforted and how to react by the viewpoint of social marketing. The study took “News & Market” as the research case, chose in-depth interview as the methodology and feedback the opinions from customers to social enterprise. “News & Market” was established in 2011, focusing on agriculture, land and food issue, and the organization is divided as two parts: one is “news”, another is “market”. “News” reports any kind of articles related to agriculture, land and food; while “market” is a platform selling farmers’ product and assisting them progress their manufactures. “News & Market” is the first and only social enterprise positioning as independent media in Taiwan. The study discover that agricultural social enterprise have to market and promote in following three advices: (1) Make customers know exactly regarding to the special and technical terms, giving the detailed description in advance, from preventing the misunderstanding. (2) Due to the social enterprise is expanding and proceeding, it should be arranged properly and make it systematized to keep up with the change. (3) Let not only customers but also the society more get involved in agriculture, land and food issue. Build the brand trust, share the thoughts and raise the awareness by keeping high-standard quality and making efforts pursuing the original goal.