工作整合型社會企業的策略定位之初探

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Title:	工作整合型社會企業的策略定位之初探
Other Titles:	An Exploratory Study of Strategic Positioning of Social Enterprise
Authors:	林建文 Lin, Jian-wun
Contributors:	非營利事業管理研究所涂瑞德 Ruei-de Tu
Keywords:	競爭優勢;策略定位;庇護工場;社會企業 competitive advantage;strategic positioning;sheltered workshops;social enterprise
Date:	2011
Issue Date:	2015-01-22 13:54:24 (UTC+8)
Abstract:	近年來，社會企業相關議題受到政府單位及學術界的重視。根據勞委會2010年2 月的資料顯示，全台約有92間非營利組織附設庇護工場。庇護工場如果要永續經營，可運用策略定位的管理角度，找出獨特的經營管理模式及特色，使產品或服務更具有競爭優勢。本研究透過訪談來蒐集資料，旨在探討組織使用何種程序來進行社會企業的策略定位，以及外部環境、組織使命及組織資源如何影響策略定位的發展。　　　研究結果顯示：(1)由於優先採購法及消費族群較為穩定，使得社會企業受經濟影響的程度低；(2)當社會企業的產品或服務，被消費者拿來相互比較時，管理者會有較強烈的競爭意識；(3)社會企業所擁有的有形資產大同小異，關鍵在於如何獲取無形資產。如品牌專利、產品品質、耐久性及商業機密等；(4)由於每6 個學員可向政府申請1 位人事費用補助。因此，經營團隊成員大多以6 為成長倍數；(5)社會企業為了比較容易獲取資源，必須建立組織的良好形象，及與利害關係人有良好的互動關係；(6)社會企業產品或服務的發展歷程是透過職業訓練而來。其所採取的策略定位主要為低成本策略；及(7)社會企業的主要消費者為公家機關。其行銷管道為網路、口耳相傳及現場發放簡介為主。　　In recent years, government agencies and academic researchers have increased their in social enterprise related issues. The Council of Labor Affairs’ February 2010data show that there are about 92 registered sheltered workshops operated by nonprofit organizations in Taiwan. Strategic positioning is crucial for building competitive advantage, providing distinct products and services, and enhancing organizational sustainability. Through case study research and in-depth interviews, this study how the strategic positioning in social enterprises is influenced by external environment, organizational mission, and organizational resources.　　　This study's major findings include: (1) because of the Preferential Procurement Act and the relatively loyal consumers, social enterprises are relatively affected by the economy; (2) when consumers compare products and services offered by social enterprises, managers perceived a higher level of competition; (3) social enterprises have similar tangible assets and their major difference lies in intangible assets, such as brands, patents, product quality, and trade secrets; (4) the public funding requirement affects the size of the management team of social enterprise ; (5) to acquire critical resources, social enterprise need to build positive organizational image and maintain good relationships with stakeholders; (6) the development of products or services in social enterprise is related to job training for the disadvantaged; and (7) one major consumer group of social enterprises is government agencies and marketing channels include the Internet, word of mouth, and distribution sites.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

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