This thesis deals with the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan. The purpose of this study is to investigate the service innovation, brand image, and Societial Marketing identification, and their interrelationships within different social enterprise patterns in Taiwan. In addition, it's further to point out the differences among three types of social enterprises
: public social charity, culture education, and culture art.
Studies on the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan in Kaohsiung resident as a research objective. The purpose of this study is to investigate the four variables of service innovation, ie. new social welfare, new service concept, new client interface, and new service delivery system; the three variables of brand image, ie. types of brand association, favorability of brand associations, uniqueness of brand associations and societial marketing identification, and their interrelationships within different social enterprise patterns in Taiwan.
With regard to sampling methods, use of non-random sample of convenience sampling, this study a total of 426 questionnaires were recovered, an effective sample of 393 copies. The results of the study were as follow: showed that service innovation, brand image and identity among social marketing does have a significant positive correlation, however, different patterns of social enterprise in the relationship between the various variables are showed some negative correlation.
The results can be summarized under five main conclusions:
¡Ð When the social enterprises want to input the concept of service innovation in the organization, it should not ignore the social welfare and social entrepreneur of the specific conduct. Because the service innovation and brand image can simultaneously enhance the community identification.
¡Ð Social enterprise of public social charity: It should continue to construct indicators for sustainable management and for the evaluation of internal and external organization.
¡Ð Social enterprise of culture education: It should retain its own brand image, while aiming to enhance the new type of service and customer interface.
¡Ð Social enterprise of culture art: It Should construct new types of social welfare, and strengthen the brand values, to offer the community a better understanding of the realities of life of the art and aesthetics.
¡Ð This study also found that people generally give recognition and trust for non-profit organizations, which engaged in social enterprise with commercial or profit-making activities.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1222109-135041 |
| Date | 22 December 2009 |
| Creators | Shin, Cheng-yuan |
| Contributors | Fu-yung Kuan, Yin-hui Cheng, Chi-yuan Hong, Ji-hwa Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1222109-135041 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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