隨著經濟、社會、環境快速的變遷，過去的制度與法規無法符應現實的世界，社會問題亦接連出現。除了政府組織與非營利組織積極提出解決方案外，有許多社會企業亦透過創新且能獲利的商業模式來實踐社會價值。然而，社會企業大量的出現並沒有顯著提升大眾對於社會企業的認知與了解，甚至許多模式精良的社會企業也因為知名度不高而虧損連連。社會企業的品牌建立與傳統企業或非營利組職有何不同? 成功的社會企業如何建立其品牌與知名度? 本研究試圖了解社會企業如何在創業初期的不同階段建立其品牌知名度。我們特別基於平台模式觀點，探討社會企業 如何在現有的服務生態系統中建立其與受益者與消費者之連結，並如何在建立連結過程中擴散其品牌知名度與影響力。本研究的個案的挑選基準係基於台灣不同規模的社會企業案例，含社企聚落、社企流曾提及等107家團隊，以問卷發放與網路聲量(粉絲專頁按讚人數、網站造訪次數、報章雜誌排名等)雙指標進行排序以作為深入探討與分類的標準。考慮到研究情境複雜性，本研究採用紮根理論研究法，以深入訪談與二手資料做為主要的分析資料。我們先根據主題分析將語意近似的概念作歸納、分類、定義，並依不同社會企業不同發展階段做時序分類，最後分析高品牌知名度的社會企業的宣傳手法與行銷方式。根據分類結果，歸納成功的社會企業如何建構其品牌知名度與社會影響力。本研究探究社會企業的不同階段、不同渠道的品牌建構模式，並給予後續欲建立品牌知名度與影響力的社會企業策略性的 建議，該研究成果不但對社會企業或非營利組織的行銷模式與品牌建立具理論上之意義，研究結果也可資應用於目前的社會企業營運團隊。

With the rapid changes in the economy, society and the environment, the past systems and regulations have not been able to follow up the world, and social problems have emerged one after another. In addition to government organizations and non-profit organizations actively presenting solutions, many social enterprises also practice social values through innovative and profitable business models. However, the emergence of a large number of social enterprises has not significantly improved the public's perception and understanding of social enterprises. Even many well-modeled social enterprises have suffered losses because of their low visibility. How does social enterprise branding differ from traditional corporate or non-profit organizations? How do successful social enterprises build their brand and visibility? This study attempts to understand how social enterprises build their brand awareness of their initial stages of entrepreneurship. Based on the platform model perspective, we explore how social enterprises establish their connections with beneficiaries and consumers in the existing service ecosystem, and how to spread their brand awareness. The selection criteria for the case study in this study are based on the case of social enterprises of different scales in Taiwan, including 107 teams in social enterprise HUB and so on. We use the grounded theory research method, with in-depth interviews and second-hand data as the main analytical data to analyze the promotion and marketing methods of social enterprises with high brand awareness. This study explores the varying degrees of social enterprise, giving strategic advice to social enterprises that want to establish brand awareness and influence. The results not only establish the theoretical significance, but also be applied to the current social enterprise.

摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究貢獻 2
第二章 文獻探討 4
第一節 品牌知名度 4
第二節 平台概念 6
第三章 研究方法 9
第一節 研究對象 9
第二節 資料搜集 18
第三節 資料分析 19
第四章 研究發現 21
第一節 萌芽期 23
第二節 茁壯期 28
第三節 發展期 34
第四節 加乘效果 38
第五章 研究結論與限制 43
第一節 研究結論 43
第二節 研究限制與建議 45
參考文獻 46
中文文獻 46
英文文獻 48

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