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題名 循環經濟企業的社會行銷策劃
Implementation of social marketing for circular economy-based enterprises
作者 林妤洵
Lin, Yu-Hsun
貢獻者 黃葳威
林妤洵
Lin, Yu-Hsun
關鍵詞 社會行銷
循環經濟
剩食
Social marketing
Circular economy
Food waste
日期 2023
上傳時間 1-Sep-2023 15:17:20 (UTC+8)
摘要 隨著科技發展，人們越來越習慣線性商業模式，在這樣的生活模式中，對於許多產業都會帶來許多負面影響，尤其在食物供應鏈，容易造成食物供應失衡並造成環境巨大傷害。如何解決剩食問題是現代社會的當務之急，此篇研究探討馳綠國際股份有限公司，瞭解其如何落實循環經濟模式，將剩食向上循環成具有高附加價值的產品，並聚焦於其如何結合4P策略執行社會行銷企劃。
本研究結果發現: 1. 產品：產品力為循環經濟企業的根本 2. 價格：降低貨幣成本因素並增加非貨幣成本誘因 3. 通路：先鎖定目標客群，與募資平台合作吸引相似消費者; 與其他異業合作廠商合作，吸引互補型的消費者 4. 促銷：理性訴求先傳遞再傳達感性訴求; 創在贏來的媒體並集中在自媒體經營
本研究的建議：1.可尋找更多在利基市場上的潛力消費者以利創造更多行銷管道 2.邀請更多咖啡廳業者參與循環經濟企劃可增加品牌形象 3. 同時結合理性與感性訴求作為主要行銷內容 4. 在社群平台上創造病毒式行銷議題
With the advancing world, people are getting used to traditional linear business model which is the practice of ‘take, made and dispose’ lifestyle. Under the circumstance in food industry, it not only causes the imbalance of food distribution but also result in enormous environmental damages to our mother earth. Nowadays, recycling food waste plays as a passive way to environment protection; however, upcycle food waste to the value-added products that follows circular economy concepts may bring a better plan for the human being and environment.
As a result, the paper is exploring how circular economy-based business practice social marketing plan with 4P strategies and made Ccilu International Corporation as the research case. The summary of the results on the case study shows that 1. Product: Product power leverages circular economy-based business; 2. Price: Lowering monetary cost and increasing non-monetary incentives; 3. Place: Determine the target audience first, cooperate with crowdfunding platforms that shares similar target audiences, while making cross-industry alliance for complementary target audiences; 4. Promotion: Rational appeal delivered first and emotional appeal delivered afterwards; Generate earned media without efforts; focus on owned media marketing strategy.
On the other hand, the paper would also make some recommendations for Ccilu and future practitioners, 1. Looking for niche markets potential buyers creates more marketing places; 2. Inviting more café stores for future cooperation promotes Ccilu’s brand images; 3. Combine rational appeal and emotional appeal closely as promotion messages; 4. Creating a trendy topic that could go viral in social media platforms.

Key words: Social marketing, Circular economy, Food waste
參考文獻 References
Accenture (2014). Circular Advantage: Innovative Business Models and Technologies to Create Value in a World without Limits to Growth
Alexandra Jurgilevich, Traci Birge, Johanna Kentala-Lehtonen, Kaisa Korhonen-Kurki, Janna Pietikäinen, Laura Saikku and Hanna Schösle (2016). Transition towards Circular Economy in the Food System
Boulding, Kenneth E. (1966). "The Economics of the Coming Spaceship Earth", In H. Jarrett (ed.) Environmental Quality in a Growing Economy, pp. 3-14.
Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input. Retrieved from http://dmeforpeace.org/sites/default/files/Boyce_In%20Depth%20Interviews.pdf
Carola Fabi and Alicia English (2018). SDG 12.3.1: Global Food Loss Index, Methodological Proposal for Monitoring SDG Target 12.3. The Global Fodd Loss Index Design, Data Collection Methods, and Challenges
Charles Huang (2017). Circular Economy, Common Wealth Magazine, ISBN: 978-986-398-229-6
Chen and Hong (2011). How to apply social marketing into LOHAS, Leisure &Holisic Wellness, p159-p167, http://dx.doi.org/10.29686/LHW.201106.0018
Chung fu, Yeh (2018) How to higher the possibility of successful crowdfunding projects? Source derived from: https://www.innosociety.org/m/405-1649-55173,c13682.php
Chen yen li (2021) A Study on Key Success Factors of Rewards-based Crowdfunding, page 39-50, vol.13, Journal of Management and Business Research

David William Pearce and R. Kerry Turner (1990). Economics of Natural Resources. and the Environment
Dominika Alexa Teigiserova, Lorie Hamelin, Marianne Thomsen (2019). Towards transparent valorization of food surplus, waste and loss: Clarifying definitions, food waste hierarchy, and role in the circular economy, https://doi.org/10.1016/j.scitotenv.2019.136033
Dacin, P.A., Dacin, M.T. and Matear, M. (2010). “Social entrepreneurship: why we don’t need a new theory and how we move forward from here”, Academy of Management Perspectives, Vol. 24 No. 3, pp. 37-57.
Dees, J. Gregory (1998). Enterprising nonprofits. Harvard Business Review. Jan. Feb:55-67
Denise Dahlhoff (2020), 5 communications tips to market sustainability. Retrieved from https://www.greenbiz.com/article/5-communications-tips-market-sustainability
Ellen MacArthur Foundation (2013). Towards the circular economy Vol. 1: an economic and business rationale for an accelerated transition, Retrieved from https://reurl.cc/28G0jr
Eppich, W.J., Gormley, G.J., Teunissen, P.W. (2019). In-Depth Interviews. In: Nestel, D., Hui, J., Kunkler, K., Scerbo, M., Calhoun, A. (eds) Healthcare Simulation Research. Springer, Cham. https://doi.org/10.1007/978-3-030-26837-4_12
Ellen Macarthur Foundation (2021). What is circular economy? Retrieved from https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview
Environmental Protection Administration of Taiwan (2021). Amount of Municipal. Waste Generated by Type
European Commission (2014). Towards a Circular Economy: A Zero Waste Programme for Europe; European Commission: Brussels, Belgium
Geraldine Okeudo and Okoli Margaret. N (2013). The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC, American Journal of Business and Management 2(2):155, DOI: 10.11634/216796061706282
Ghayth Jarad (2022). Application of Social Marketing in Circular Economy, DOI:
10.17306/J.INTERCATHEDRA.2021.00132
Gustavsson, J., Cederberg, C., Sonesson, U., Van Otterdijk, R., Meybeck, A., (2011). Global food losses and food waste: The Food and Agriculture Organization of the United Nations.
Harvey-Jordan, Stephanie; Long, Sarah (2001). The process and the pitfalls of semi-structured interviews, Community Practitioner; London Vol. 74, Issue 6, (Jun 2001): 219.
Hartikainen, H., Mogensen, L., Svanes, E., Franke, U., (2018). Food waste quantification in primary production – the Nordic countries as a case study. Waste Manag. 71, 502–511. https://doi.org/10.1016/j.wasman.2017.10.026.
Kotler, Philip & Zaltman, Gerald. (1971). Social Marketing: An Approach to Planned. Social Change. Journal of marketing. 35. 3-12. 10.2307/1249783.
Juana Camacho-Otero, Casper Boks and Ida Nilstad Pettersen, (2018). Consumption in the Circular Economy: A Literature Review, https://doi.org/10.3390/su10082758
Juan Romero-Luis, Alejandro Carbonell-Alcocer, Manuel Gertrudix, María Del Carmen Gertrudis Casado, Paolo Giardullo & Daniel
Wuebben (2022) Recommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy, Cogent Social Sciences, 8:1, DOI: 10.1080/23311886.2022.2147265
Jessica Wong (2022). How to use storytelling to increases customer engagement, derived from https://www.entrepreneur.com/starting-a-business/storytelling-can-change-your-brand-recognition-heres-how/432967
Kotler, P. & Levy, S. J. (1969). Broadening the concept of marketing. Journal of. Marketing, 33, 10-15.
Kotler, P., Roberto, N. and Lee, N. (2002). Social marketing: Improving the quality of. life. 2nd Edition, Sage Publications Inc., Thousand Oaks.
Littlewood, D. and Holt, D. (2018). "How Social Enterprises Can Contribute to the Sustainable Development Goals (SDGs) – A Conceptual Framework", Entrepreneurship and the Sustainable Development Goals (Contemporary Issues in Entrepreneurship Research, Vol. 8), Emerald Publishing Limited, Bingley, pp. 33-46. https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.1108/S2040-724620180000008007
Lipinski, B. et al. (2013). “Reducing Food Loss and Waste.” Working Paper, Installment 2 of Creating a Sustainable Food Future. Washington, DC: World Resources Institute. Available online at http://www.worldresourcesreport.org.
Lin Yi shuan (2017) ‘The Essential Factors of Successful Crowdfunding-Case Study of “Zeczec”’ DOI：10.6342/NTU201701233
Mair, J. and Martí, I. (2006). “Social entrepreneurship research: a source of explanation, prediction, and delight”, Journal of World Business, Vol. 41 No. 1, pp. 36-44.
McCarthy. O. (1960). Warehouse operations and optimization. British Journal of Science. Sheffield. Concord Press International, 4(3),245-278.
Madill, J. and Ziegler, R. (2012). “Marketing social missions-adopting social marketing for social entrepreneurship? A conceptual analysis and case study”, International Journal of Nonprofit & Voluntary Sector Marketing, Vol. 17 No. 4, pp. 341-351.
Mitchell, A., Madill, J. and Chreim, S. (2014). “Marketing strategy in Canadian social enterprises”, Social Marketing Advances in Research and Theory Conference, 17-19 October, Lake Louise.
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Thibaut Wautelet (2018). The Concept of Circular Economy: its Origins and its Evolution
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
105461006
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105461006
資料類型 thesis
dc.contributor.advisor 黃葳威zh_TW
dc.contributor.author (Authors) 林妤洵zh_TW
dc.contributor.author (Authors) Lin, Yu-Hsunen_US
dc.creator (作者) 林妤洵zh_TW
dc.creator (作者) Lin, Yu-Hsunen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:17:20 (UTC+8)-
dc.date.available 1-Sep-2023 15:17:20 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:17:20 (UTC+8)-
dc.identifier (Other Identifiers) G0105461006en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147000-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 105461006zh_TW
dc.description.abstract (摘要) 隨著科技發展，人們越來越習慣線性商業模式，在這樣的生活模式中，對於許多產業都會帶來許多負面影響，尤其在食物供應鏈，容易造成食物供應失衡並造成環境巨大傷害。如何解決剩食問題是現代社會的當務之急，此篇研究探討馳綠國際股份有限公司，瞭解其如何落實循環經濟模式，將剩食向上循環成具有高附加價值的產品，並聚焦於其如何結合4P策略執行社會行銷企劃。
本研究結果發現: 1. 產品：產品力為循環經濟企業的根本 2. 價格：降低貨幣成本因素並增加非貨幣成本誘因 3. 通路：先鎖定目標客群，與募資平台合作吸引相似消費者; 與其他異業合作廠商合作，吸引互補型的消費者 4. 促銷：理性訴求先傳遞再傳達感性訴求; 創在贏來的媒體並集中在自媒體經營
本研究的建議：1.可尋找更多在利基市場上的潛力消費者以利創造更多行銷管道 2.邀請更多咖啡廳業者參與循環經濟企劃可增加品牌形象 3. 同時結合理性與感性訴求作為主要行銷內容 4. 在社群平台上創造病毒式行銷議題		zh_TW
dc.description.abstract (摘要) With the advancing world, people are getting used to traditional linear business model which is the practice of ‘take, made and dispose’ lifestyle. Under the circumstance in food industry, it not only causes the imbalance of food distribution but also result in enormous environmental damages to our mother earth. Nowadays, recycling food waste plays as a passive way to environment protection; however, upcycle food waste to the value-added products that follows circular economy concepts may bring a better plan for the human being and environment.
As a result, the paper is exploring how circular economy-based business practice social marketing plan with 4P strategies and made Ccilu International Corporation as the research case. The summary of the results on the case study shows that 1. Product: Product power leverages circular economy-based business; 2. Price: Lowering monetary cost and increasing non-monetary incentives; 3. Place: Determine the target audience first, cooperate with crowdfunding platforms that shares similar target audiences, while making cross-industry alliance for complementary target audiences; 4. Promotion: Rational appeal delivered first and emotional appeal delivered afterwards; Generate earned media without efforts; focus on owned media marketing strategy.
On the other hand, the paper would also make some recommendations for Ccilu and future practitioners, 1. Looking for niche markets potential buyers creates more marketing places; 2. Inviting more café stores for future cooperation promotes Ccilu’s brand images; 3. Combine rational appeal and emotional appeal closely as promotion messages; 4. Creating a trendy topic that could go viral in social media platforms.

Key words: Social marketing, Circular economy, Food waste		en_US
dc.description.tableofcontents Table of Contents
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Motivation and Research Questions 3
1.3 Research Limitations and Definition of Terms 5
Chapter 2. Literature review 8
2.1 Social Marketing 8
2.2 Circular economy 13
2.3 Food waste 16
Chapter 3 Methodology 19
3.1 Research structure 19
3.2 In-depth interview 20
3.3 Case study 21
3.4 Case introduction 22
3.5 Interviewee selection 23
3.6 The process of the in-depth interview 23
Chapter 4. Analysis for case study 25
4.1 Product 25
4.2 Price 38
4.3 Place 48
4.4 Promotion 52
Chapter 5. 5.1 Conclusion 68
5.2 Discussion and Recommendations 74
Reference 78
Appendix
Interview outline 85		zh_TW
dc.format.extent 13423041 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105461006en_US
dc.subject (關鍵詞) 社會行銷zh_TW
dc.subject (關鍵詞) 循環經濟zh_TW
dc.subject (關鍵詞) 剩食zh_TW
dc.subject (關鍵詞) Social marketingen_US
dc.subject (關鍵詞) Circular economyen_US
dc.subject (關鍵詞) Food wasteen_US
dc.title (題名) 循環經濟企業的社會行銷策劃zh_TW
dc.title (題名) Implementation of social marketing for circular economy-based enterprisesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) References
Accenture (2014). Circular Advantage: Innovative Business Models and Technologies to Create Value in a World without Limits to Growth
Alexandra Jurgilevich, Traci Birge, Johanna Kentala-Lehtonen, Kaisa Korhonen-Kurki, Janna Pietikäinen, Laura Saikku and Hanna Schösle (2016). Transition towards Circular Economy in the Food System
Boulding, Kenneth E. (1966). "The Economics of the Coming Spaceship Earth", In H. Jarrett (ed.) Environmental Quality in a Growing Economy, pp. 3-14.
Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input. Retrieved from http://dmeforpeace.org/sites/default/files/Boyce_In%20Depth%20Interviews.pdf
Carola Fabi and Alicia English (2018). SDG 12.3.1: Global Food Loss Index, Methodological Proposal for Monitoring SDG Target 12.3. The Global Fodd Loss Index Design, Data Collection Methods, and Challenges
Charles Huang (2017). Circular Economy, Common Wealth Magazine, ISBN: 978-986-398-229-6
Chen and Hong (2011). How to apply social marketing into LOHAS, Leisure &Holisic Wellness, p159-p167, http://dx.doi.org/10.29686/LHW.201106.0018
Chung fu, Yeh (2018) How to higher the possibility of successful crowdfunding projects? Source derived from: https://www.innosociety.org/m/405-1649-55173,c13682.php
Chen yen li (2021) A Study on Key Success Factors of Rewards-based Crowdfunding, page 39-50, vol.13, Journal of Management and Business Research

David William Pearce and R. Kerry Turner (1990). Economics of Natural Resources. and the Environment
Dominika Alexa Teigiserova, Lorie Hamelin, Marianne Thomsen (2019). Towards transparent valorization of food surplus, waste and loss: Clarifying definitions, food waste hierarchy, and role in the circular economy, https://doi.org/10.1016/j.scitotenv.2019.136033
Dacin, P.A., Dacin, M.T. and Matear, M. (2010). “Social entrepreneurship: why we don’t need a new theory and how we move forward from here”, Academy of Management Perspectives, Vol. 24 No. 3, pp. 37-57.
Dees, J. Gregory (1998). Enterprising nonprofits. Harvard Business Review. Jan. Feb:55-67
Denise Dahlhoff (2020), 5 communications tips to market sustainability. Retrieved from https://www.greenbiz.com/article/5-communications-tips-market-sustainability
Ellen MacArthur Foundation (2013). Towards the circular economy Vol. 1: an economic and business rationale for an accelerated transition, Retrieved from https://reurl.cc/28G0jr
Eppich, W.J., Gormley, G.J., Teunissen, P.W. (2019). In-Depth Interviews. In: Nestel, D., Hui, J., Kunkler, K., Scerbo, M., Calhoun, A. (eds) Healthcare Simulation Research. Springer, Cham. https://doi.org/10.1007/978-3-030-26837-4_12
Ellen Macarthur Foundation (2021). What is circular economy? Retrieved from https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview
Environmental Protection Administration of Taiwan (2021). Amount of Municipal. Waste Generated by Type
European Commission (2014). Towards a Circular Economy: A Zero Waste Programme for Europe; European Commission: Brussels, Belgium
Geraldine Okeudo and Okoli Margaret. N (2013). The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC, American Journal of Business and Management 2(2):155, DOI: 10.11634/216796061706282
Ghayth Jarad (2022). Application of Social Marketing in Circular Economy, DOI:
10.17306/J.INTERCATHEDRA.2021.00132
Gustavsson, J., Cederberg, C., Sonesson, U., Van Otterdijk, R., Meybeck, A., (2011). Global food losses and food waste: The Food and Agriculture Organization of the United Nations.
Harvey-Jordan, Stephanie; Long, Sarah (2001). The process and the pitfalls of semi-structured interviews, Community Practitioner; London Vol. 74, Issue 6, (Jun 2001): 219.
Hartikainen, H., Mogensen, L., Svanes, E., Franke, U., (2018). Food waste quantification in primary production – the Nordic countries as a case study. Waste Manag. 71, 502–511. https://doi.org/10.1016/j.wasman.2017.10.026.
Kotler, Philip & Zaltman, Gerald. (1971). Social Marketing: An Approach to Planned. Social Change. Journal of marketing. 35. 3-12. 10.2307/1249783.
Juana Camacho-Otero, Casper Boks and Ida Nilstad Pettersen, (2018). Consumption in the Circular Economy: A Literature Review, https://doi.org/10.3390/su10082758
Juan Romero-Luis, Alejandro Carbonell-Alcocer, Manuel Gertrudix, María Del Carmen Gertrudis Casado, Paolo Giardullo & Daniel
Wuebben (2022) Recommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy, Cogent Social Sciences, 8:1, DOI: 10.1080/23311886.2022.2147265
Jessica Wong (2022). How to use storytelling to increases customer engagement, derived from https://www.entrepreneur.com/starting-a-business/storytelling-can-change-your-brand-recognition-heres-how/432967
Kotler, P. & Levy, S. J. (1969). Broadening the concept of marketing. Journal of. Marketing, 33, 10-15.
Kotler, P., Roberto, N. and Lee, N. (2002). Social marketing: Improving the quality of. life. 2nd Edition, Sage Publications Inc., Thousand Oaks.
Littlewood, D. and Holt, D. (2018). "How Social Enterprises Can Contribute to the Sustainable Development Goals (SDGs) – A Conceptual Framework", Entrepreneurship and the Sustainable Development Goals (Contemporary Issues in Entrepreneurship Research, Vol. 8), Emerald Publishing Limited, Bingley, pp. 33-46. https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.1108/S2040-724620180000008007
Lipinski, B. et al. (2013). “Reducing Food Loss and Waste.” Working Paper, Installment 2 of Creating a Sustainable Food Future. Washington, DC: World Resources Institute. Available online at http://www.worldresourcesreport.org.
Lin Yi shuan (2017) ‘The Essential Factors of Successful Crowdfunding-Case Study of “Zeczec”’ DOI：10.6342/NTU201701233
Mair, J. and Martí, I. (2006). “Social entrepreneurship research: a source of explanation, prediction, and delight”, Journal of World Business, Vol. 41 No. 1, pp. 36-44.
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