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系統識別號 U0002-1307200823452700
中文論文名稱 社會行銷策略及其效應之研究:以倒扁運動為例
英文論文名稱 Social Marketing Strategies and their Effect: A Case Study of Deposing A-Bian Movement
校院名稱 淡江大學
系所名稱(中) 公共行政學系公共政策碩士班
系所名稱(英) Department of Public Administration
學年度 96
學期 2
出版年 97
研究生中文姓名 葉千慧
研究生英文姓名 Chien-Hui Yeh
學號 693550054
學位類別 碩士
語文別 中文
口試日期 2008-06-19
論文頁數 91頁
口試委員 指導教授-韓釗
委員-陳銘祥
委員-羅清俊
中文關鍵字 社會行銷  行銷策略  行銷組合  市場利基  認同  倒扁運動 
英文關鍵字 Social Marketing  Marketing Strategy  Marketing Mix  Market Niche  Identification  The Deposing A-BianMovement􀊳􀋠􀋴􀌅􀋾􀋸􀌇􀋼􀌁􀋺 
學科別分類 學科別社會科學行政與地政
中文摘要 自從1971年Kotler & Zaltman 提出社會行銷的概念後,認為行銷不僅上於運用在商業上,亦可擴展至非營利組織。目前,已有許多公共及非營利組織均以引進社會行銷的方法推廣其倡導的理念。然而,在眾多的社會行銷研究中,卻少有以弘揚理念或價值觀的社會運動為討論主體。因此,本研究即以社會運動如何運用行銷運作模式推廣其理念的過程進行了解,俾作為日後推展社會運動之參考。
本研究焦點以提出反貪腐理念的倒扁運動為研究個案,以倒扁運動提出的行銷策略為主要內容,依據行銷理論提及的市場利基、市場區隔、定位策略與行銷組合為架構,探討倒扁運動如何制定及運用行銷策略以吸引社會大眾的注意與激勵群眾參與,促使參與者對宣揚之理念產生認同。
本研究經分析後取得五項發現:
一、貪腐政局與人民不滿政府的情緒,形成倒扁運動發起的市場利基。
二、運動採行區隔與以往暴力群眾運動的差異化策略,突顯運動愛、和平、非暴力的優勢。
三、行銷組合使用,帶來數以萬計的參與群眾的支持與認同。
四、倒扁運動過於重視行銷活動,使運動失焦,無法達到阿扁下台的訴求,致使參與群眾需求未被滿足,而形成群眾離開之結果。
五、行銷理論缺少宗教習俗之探究。
基於以上研究發現,倒扁運動掌握市場利基機會,於運動早期運用行銷組合,成功吸引眾多群眾參與運動,但運動後期過於重視行銷活動,而阿扁下台的訴求遲遲未出現,以致未能滿足群眾需求。由於人民需求未能滿足,使倒扁運動推出更多活動,無法吸引眾多群眾參與,而形成後期參與人數削弱之因。此外,本研究亦發現宗教習俗輔助行銷策略的規劃,由於過去理論尚未提及宗教習俗與行銷策略效用之關係,故可於未來訂定研究方向時納入考量。
英文摘要 Kotler & Zaltman introduced the concept of social marketing in 1971. Marketing, they believe, can not only be applied in the area of business, but also be extended to the area of managing non-profit organizations. Nowadays, many public and non-profit organizations have used the methods of social marketing to promote their visions. However, few studies of social marketing have discussed the marketing activities of social movement. Therefore, this research intends to explore the process of applying the methods of social marketing to form the strategies for promoting the ideas articulated in the social movement.
This research is a case study of the Deposing A-Bian Movement and focuses on the marketing strategies implemented in this movement. By using market niches, market segmentation and positioning, the strategies of differentiation and marketing mix as the framework, this research discusses how the headquarter of the Deposing A-Bian Movement has enacted and implemented its marketing strategies to attract the attention of the public and motivate people to participate that in turn resulted in idea identification.
There are five major findings in this research:
1. The discontent and resentment toward the political corruption of the government formed the niche of Deposing A-Bian Movement.
2. The differentiation strategy that emphasizes the ideas of love, peace and non-violence has effectively distinguished the movement from many traditional social movements that were characterized by the acts of violence.
3. The use of appropriate marketing mix strategies has effectively brought support and recognition from tens of thousands of participants.
4. The overemphasis of the movement on marketing activities resulted in the loss of focus. As a consequence, many people left the movement when they found their appeal for deposing A-Bian could not be accomplished.
5. The theory of marketing has not discussed the effects of customs and religions on the formation of marketing strategies.
Based on the research findings listed above, the Deposing A-Bian Movement has taken the advantages of market niches and applied marketing mix early in the movement which may lead to the success of attracting numerous participants. However, overemphasizing marketing activities without realizing the appeal of deposing A-Bian simultaneously tended to become the primary cause that led to the unsatisfaction of the participants. Therefore, more and more unsatisfied people left even though the Deposing A-Bian Movement brought out more marketing activities later on. Moreover, the research also found customs and religions had played an important role in the process of formulating marketing strategies. Since this phenomenon has never been mentioned in previous studies, it may be a good subject for doing research in the future.
論文目次 章節目錄
第一章 緒論 1
第一節 研究背景與研究動機 2
第二節 研究目的與研究問題 3
第三節 研究範圍 5
第四節 研究方法 5

第二章 文獻探討 7
第一節 市場分析 7
第二節 行銷組合之應用 12
第三節 行銷策略之效應-認同之產生 19

第三章 倒扁運動的市場分析 24
第一節 市場利基 24
第二節 市場定位 33
第三節 差異化策略 38

第四章 倒扁運動的行銷組合 44
第一節 產品策略 44
第二節 價格策略 50
第三節 通路策略 52
第四節 促銷策略 55

第五章 倒扁運動的行銷效應 67
第一節 市場分析與差異化策略之效應 67
第二節 行銷組合之效應 69
第三節 倒扁運動的認同效應與衰退 76

第六章 結論 79
第一節 主要研究發現 79
第二節 研究限制與未來研究建議 81
參考文獻 84
附錄一 訪談大綱 89

表目錄
表3-1 2004年至2006年重大金融弊案 26
表3-2 重大公共工程建設弊案一覽 27
表3-3 周遭親信涉入貪腐弊案 29
表3-4 倒扁運動的環境利基與產品需求 33
表3-5 過去社會街頭運動與倒扁運動的比較 41

圖目錄
圖3-1 倒扁運動參與者類型 38
圖4-1 倒扁運動產品概念的層次 50
圖4-2 倒扁運動代言人之個人特質與群眾的關係 66
圖5-1 倒扁運動大型活動人數統計圖 71

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二、中文書目
方世榮(譯)(2003)。行銷管理學: 分析、計劃、執行與控制。台北市:東華書局。(Kotler, P.,1998)
高中、黃小玲、陳淑貞、謝碧珠(譯)(1999)。行銷學。台北:五南圖書。(Boone, L. E.、Kurtz,D. L.,1989)
高珮瑤(2004)。多元文化環境下的社會行銷策略運用:以馬來西亞檳城消費人協會為例(碩士論文,世新大學, 台北)。全國碩博士論文資訊網,092SHU00376034。
徐宗國(譯)(1997)。質性研究概論。台北:巨流圖書公司。(Strauss, A.、Corbin, J.,1990)
徐瑋伶、鄭伯壎(2002)。組織認同:理論與本質之初步探索分析。中山管理評論,10(1),45-64。
蕭瑞麟(2006)。不用數字的研究:鍛鍊深度思考力的質性研究。台北:培生集團。
周鴻騰 (2002)。社會行銷於政策過程之運用:以推動購物袋及免洗餐具限制使用政策為例(碩士論文,東華大學, 花蓮)。全國碩博士論文資訊網,090NDHU5695007。
陳向明(譯)(2002)。社會科學質的研究。台北:五南圖書。(Strauss, A.、Corbin, J.,1990)

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