企業贊助學校閱讀活動之行銷策略及效益評估－玉山黃金種子計畫以台中市為例

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Title:	企業贊助學校閱讀活動之行銷策略及效益評估－玉山黃金種子計畫以台中市為例
Other Titles:	Marketing Strategy and Effectiveness of Corporate Sponsored School Reading Activities： A Case Study of E.Sun Golden Seeds Project in Taichung
Authors:	張家瑀 Chang, Chia-Yu
Contributors:	國際暨大陸事務學系公共政策研究碩士班劉華宗 Hua-Taung Liu
Keywords:	效益評估;閱讀環境;企業社會責任;行銷策略;企業贊助 reading environment;Corporate Social Responsibility;marketing policy;enterprise support;effects of evaluation
Date:	2014
Issue Date:	2014-11-21 15:36:06 (UTC+8)
Abstract:	企業社會責任（Corporatw Social Responsibility）這個議題，隨著全球經濟變化頻繁，科技發展的興起，企業秉持著「取之於社會，用之於社會」的態度，除了考慮自身的財政和經營狀況外，也開始關注環境、社會福利、全球暖化或教育等問題，這些問題皆是企業社會責任關心的議題。許多企業紛紛投入各式各樣的贊助活動，將以往的商業活動，延伸為關懷社會公益的活動。這過程中企業是如何執行企業社會責任？企業如何透過投入企業社會責任活動，而使得企業和社會實現效益極大化？　　　「玉山黃金種子計畫」是由玉山銀行所推行的公益活動，主要幫助偏鄉地區的學童，改善閱讀環境，提升學童的閱讀習慣及閱讀能力，本研究針對此活動透過企業社會責任之概念，進行個案企業之分析探討。故本論文之研究將聚焦在企業型基金會執行社會責任時，推動相關方案之行銷策略與成效。玉山銀行推動「玉山黃金種子計畫」從2007年開始推行至今年已經幫助70所學校實現圖書館改造的夢想，但是玉山金控推動玉山黃金種子計畫的成效是否如預期？他的行銷策略為何？圖書館啟用後，是否提高學童閱讀的習慣？　　　本論文主要採質性分析的方式對玉山主管、學校單位、家長志工等相關人員進行一對一的訪談，對於學生則採用問卷方式，藉此次進行質性資料分析歸納出本研究的結論與建議。　　The issue of Corporate Social Responsibility follows frequent variation of global economic, development of science and technology emerged. Enterprise holds the attitude of whatever you take from the society; use them for the society. The enterprise also starts to take care of environment, social welfare, global warming or education … etc. besides financial secretary and situation of dedication which are all issues of Corporate Social Responsibility. Many enterprises are getting to pay attention to various support activities and extend former business activities to taking care of None-profit activities executing maximum effects for enterprise and society.　　　E.Sun Bank carries out E.Sun Golden Seeds Project. They help students in remote area to improve reading environment and promote their reading customs and reading capacity mainly. The study is to analysize case via the concept of Corporate Social Responsibility. Therefore, the thesis focuses on enterprise foundation executing Corporate Social Responsibility and carry out related case. E.Sun Bank has been carrying out E.Sun Golden Seeds Project since 2007 and has already helped 70 schools to achieve the dream of transform libraries. However, we wonder if the effect of E.Sun Golden Seeds Project is as what they expect or not. How is their policy of marketing? We wonder if students will increase reading customs after using new libraries or not.　　　The thesis takes qualitative analysis mainly to E.Sun supervisor, unit of school, parent volunteer … etc. related persons proceeding visit and discuss case by case. They survey students by questionnaire and complete the result and proposal via qualitative analysis this time.
Appears in Collections:	[Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies] Disserations and Theses(M.A. Program in Public Policy Studies)

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