社會企業以營利手法解決社會問題的商業模式，已被視為公部門及非營利部門以外有效解決社會問題的方案。台灣社會企業型態多為非營利組織轉型而成，在行銷推廣做法中，仍多以「公益」為號召。然而，在商業競爭市場中，單純以「公益」為賣點雖可吸引顧客做消費，卻難以維持顧客忠誠度。因此產業界開始倡導社會企業應重視「品牌」。

本研究以社會企業如何推廣品牌為切入點。首先本研究分析營利、非營利與社會企業三者間在營運手法與組織架構等方面的異同，釐清社會企業所屬的行銷環境，並且根據此結過提出社會企業行銷的四大構面。接著，將此四大構面應用在本研究的個案:三和瓦窯，探討三和瓦窯如何從百年傳統製造業的老品牌轉型為多角化經營的社會企業。

本研究主要利用Kolter學者提出的3i模型來分析研究結果，發現社會企業將理念融入品牌使命中的確有利於品牌差異化，但仍需相符的企業行為來獲得品牌認同與品牌誠信，如此才夠支持社會企業在商業市場中的競爭性和永續性。

The business model of social enterprise which adopts commercial approach to solve social issues has been regarded as an effective social solution. Most Taiwan social enterprises are developed from Non-profit organizations, and most of them attract customer by the feature of charity. However, in commercial market the motive of charity may attract customer but hardly build up customer loyalty. Therefore, more social enterprurers shift the focus to branding.

This research explores how social enterprise do the branding. This research analyzes the business operational and structural differences among profit, nonprofit and social enterprise sectors, and illustrates the special marketing environment of social enterprise. Based on the finding, this research proposes four dimensions for social enterprise marketing. Then the four dimensions are applied on the case in this paper: San-He tile kiln to investigate how San-He tile kiln reform the brand of a hundred-year-old tile kiln to a diversification of social enterprise.

This research analyzes the result by Kolter’s 3i model. The findings suggest that branding the social mission facilitates the market differentiation, but the company still need the consistent practice to gain the brand identity and brand integrity for the competitiveness and sustainability in commercial market.

Table of Content
1. Introduction 1
1.1 Background 1
1.2 Research Question 3
1.3 Research Procedure 5
2. Literature Review 6
2.1 Social Enterprise 6
2.2 Definition and Spectrum 6
2.2.1 Operational Models 8
2.2.2 Common Characteristics 9
2.2.3 Summary 12
2.3 Marketing in Different Contexts 12
2.3.1 Evolution of Marketing 12
2.3.2 A Broaden Concept of Marketing 14
2.3.3 Comparison of Marketing Environment 15
2.4 Marketing in Social Enterprise 18
2.4.1 Branding the Mission 19
2.4.2 3i Model 21
3. Research Method 24
3.1 Conceptual Framework 24
3.2 Case Study 26
3.3 Research Case 28
3.4 Data Collection 29
4. Result 31
4.1 Social issue illustration 31
4.2 Mission, vision and value 32
4.3 Stakeholder analysis and value-driven strategy 33
4.4 Input Stakeholders 34
4.4.1 Output stakeholders 37
4.4.2 Sanctioning stakeholder 40
4.5 Establish sustainable network 41
5. Discussion 43
5.1 San-He Tile Kiln’s 3i Model 43
6. Conclusion and Recommendation 49
6.1 Conclusion 49
6.2 Suggestions to Future Research 50
Reference 51
Appendix 58

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