[[alternative]]Strategic Marketing Plan Regarding Cultural and Creative Merchandise of the Disabled Sheltered Workshop: A Case Study of Chia-Yi County Sheltered Workshop

[[abstract]] 透過瞭解嘉義縣庇護工場的實務經營運作，探討其文創商品生產和行銷狀況，採用質性深度訪談方法進行研究。研究目的為探討身心障礙者庇護工場之經營管理及運作現況、探討身心障礙者庇護工場對本身文創商品的認知及其發展文創商品面臨的困境、分析身心障礙者庇護工場文創商品之行銷策略，將研究發現提供給相關單位做為未來計畫或政策之參考或建議。 本研究架構以「行銷策略」為主軸，檢視其內部環境和外部環境的優勢劣勢、機會與威脅，再以此SWOT分析為基礎，釐清並找出其市場定位、發展困境和願景等問題。由於庇護工場文創商品的發展會受其本身條件的限制，因此依照對行銷組合的界定，本研究研擬適合庇護工場文創行銷之產品、價格、促銷、通路、伙伴關係及政策等6Ps之行銷組合策略。 主要的研究發現為：政府政策未落實監督機制，加上經濟不景氣，影響庇護工場營運；庇護性就業員工本身能力受限，以致產品的產能產值也受到侷限；因「文創」本身定義不明也頗多爭議，庇護工場文創商品定位與市場區隔模糊；缺乏專業行銷技術與足夠資金，行銷通路有限。 最後，根據上述研究發現和結論，提出建議：一、凸顯商品差異性和專業化，用品質改變刻板印象，以口碑取代同情心態；二、投入文化教育訓練，增加商品之文創性與競爭力三、強化政府、企業及非營利組織間之網絡關係四、善用網路資源，拓展行銷通路；增加媒體曝光度，建立品牌形象[[abstract]] Through the understanding of the operational business practice of Chia-yi County sheltered workshop, we can explore the production and marketing status of cultural and creative goods by using qualitative in-depth interviews. The objective is to investigate the status quo of management and operation of sheltered workshop for the handicapped, to discuss about their cognition for cultural and creative goods and difficulties on the development of these merchandises, to explore their marketing strategy of product development. The study would be provided to the authorities concerned and regarded as reference of policy or proposed future scheme. The main architecture of study is ＂marketing strategy＂. By analyzing thepartnership and development model in terms of government departments, non-profitorganizations and industry, it can be used to examine the advantages and disadvantagesof its internal and external environment, opportunities and threats. Besides, on the basisof SWOT analysis, we can clarify and identify its market position, developmentdifficulties and future vision. Since the development of cultural and creative goods ofsheltered workshop is subject to the restriction of their own conditions, thus, inaccordance with the definition of the marketing mix, the study of sheltered workshopfor cultural and creative commodity marketing is worked out in light of the 6Psmarketing strategies, encompassing products , price , promotion , place, partnership andpolicy. According to interviews obtained empirical analysis, the results and conclusionsof this study would be utilized as the proposal of marketing strategy. The main findings can be summarized as below. The government did not completely implement the monitoring mechanism. Besides, the economic downturn also impacted the operation of sheltered workshops.The ability of employees is limited, which leads to the limitation of product production capacity. As to ＂cultural and creative＂itself,the definition is full of controversies.To sheltered workshops,their cognition about cultural and creative products is also specious.The product positioning and market segmentation are fuzzy. Lack of professional marketing skills,short of sufficient funds and limited marketing channels are negative to the development of sheltered workshops. According to the aforementioned findings and conclusions,suggestions forimprovement are as below.1.To highlight the differences and specialization of merchandise, to change stereotypeswith good quality and to replace the word sympathy mentality.2.Investment in cultural education and training to increase the competitiveness ofcultural and creative goods. 3.To strength the network relationship among governments, industry and non-profitorganizations.4.To build brand image by making good use of network resources, expanding marketingchannels and increasing media exposure