[[alternative]]Marketing Strategies of Non-Profit Organization--A Study Based on a Chiayi County Sheltered Workshop

[[abstract]] 本研究旨在探討嘉義縣某庇護工場其行銷策略，目的在瞭解非營利組織之庇護工場該商品在人力、設備及經費等資源情況下，可否透過社會行銷方式，取得相關社會福利資源與協助，達成商品行銷之目標。針對本研究受訪者，進行半結構式訪談方法蒐集研究資料，以瞭解庇護工場之行銷策略、行銷成效及其困境。主要的研究發現為： 1、庇護工場藉由茶葉品質確保、即時客戶服務、口碑及事件行銷等策略，來增加茶業銷售量。 2、透過上述行銷手段，庇護工場茶葉有穩定銷售，並且庇護工場就業人數由5人增為12人。 3、但政府政策不定，相關預算及措施的縮減，加上經濟不景氣，使得庇護工場的經營日益困難。 總之，以社福為基礎的庇護工場，亦可使用社會行銷手段來落實其公益使命，惟在行銷策略之使用上，仍需要注意品牌形象建立、產品創新與多元及適應政策環境的改變以利永續經營。[[abstract]] This study aimed to investigate the marketing strategies of a Chiayi County sheltered workshop. The purpose was to understand if the sheltered workshop as a non-profit organization with limited manpower, equipment and funding can obtain the relevant social welfare resources and assistance through social marketing methods to reach the goal of marketing its product. This study used semi-structured interview approach to collect research data to understand the marketing strategy, marketing effectiveness and predicament of the sheltered workshop. The main findings are: 1, the sheltered workshop used the strategies such as quality assurance, instant customer service, reputation building, and event marketing to increase sales of its tea product. 2, by means of the above marketing strategies, this tea sheltered workshop established stable sales volume and grew its employees from five to twelve. 3, uncertain government policies, related budget and practice reductions, coupled with the economic downturn, have made it increasingly difficult to operate as a sheltered workshop. In summary, the welfare-based sheltered workshops can use social marketing tools to implement its public service mission, but in the use of marketing strategies, the sheltered workshops still must pay attention to brand building, product innovation, product diversification and adaptation to changes in the government policy to facilitate sustainable development and growth