臺灣博碩士論文加值系統

以台灣較少見的企業社會行銷角度切入乳癌防治宣導活動的研究，對於全球性粉紅絲帶活動已蔚為全球每年10月公共衛生重要主題的前提下，希望能透過此初探性研究，採多元且深入觀點，實際針對台灣23位雅詩蘭黛消費者進行質性訪談，並評估品牌推動活動之實際成效，歸納企業社會行銷活動對於公共衛生之助益，討論針對國內乳癌篩檢政策的推廣提供建設性的建議，期以對全體台灣女性的乳房健康有所貢獻。

This exploratory study is discussing breast cancer awareness campaign ‘Pink Ribbon’ in Taiwan rarely from corporation social marketing (CSM) perspective, since the Campaign has become a significant global issue in Public Health as well as for some firms. Base on the phenomenon, the study aims to use multi and deep perspectives to evaluate corporation social marketing event by interviewing 23 consumers of Estée Lauder with qualitative method, to generalize how CSM really supporting public health, furthermore, the study also tried to discuss and bring up constructive suggestions for promoting breast screening policy, with the goal of helping women health in Taiwan.

目錄
第一章 實習單位簡介 7
1.1 單位介紹 7
1.2 機構與實習目標之相關 7
1.3 實習狀況 7
第二章 研究動機與目的 8
2.1 背景 8
2.1.1 關於粉紅絲帶活動 8
2.1.2 台灣全球乳癌發生率概況 9
2.2 動機與目的 12
第三章 相關文獻探討 14
3.1 社會行銷的概念 14
3.1.1 顧客導向的社會行銷：SIVA 15
3.2 社會行銷：企業角度 16
3.2.1 企業社會行銷Corporate social marketing(CSM) 16
3.2.2 Cause-related marketing (CRM)善因行銷 18
3.3 社會行銷:公共衛生 (民眾健康行為之影響) 19
3.4 全球粉紅絲帶活動分析評論 21
第四章 研究方法 23
4.1 資料來源 23
4.2 研究對象 23
4.3 訪談大綱/問卷 24
第五章 實習單位提供資源限制與研究限制 26
5.1 資源 26
5.2 限制 26
第六章 研究結果 27
6.1 受訪對象分析 27
6.1.1 基本資料 27
6.1.2 健康意識與習慣 28
6.1.3 消費習慣 29
6.1.4 對乳癌防治/國健署乳房篩檢政策的理解 29
6.2 結果分析與評估 32
6.2.1 關鍵字整理 32
6.2.2 顧客導向：SIVA分析 33
6.2.3 企業導向：CSM六大品牌效益分析 46
6.3 小結 50
第七章 結論與討論 50
7.1 社會行銷的限制 51
7.2 政策面的考量 52
7.3 行銷規劃建議 53
7.4 三贏模式的可能 53
第八章 未來研究方向 55
參考文獻 56
附錄一 研究倫理委員會「審查核可證明」 60
附錄二 研究參與者知情同意書 61

 
圖表目錄
圖表 1：台灣2016參與粉紅絲帶活動品牌 9
圖表 2：乳癌發生率各國比較(2012) 10
圖表 3：女性乳癌年齡別發生率與死亡率 10
圖表 4: 各國乳癌篩檢政策補助年齡與篩檢率 11
圖表 5：研究動機 13
圖表 6：研究架構 14
圖表 7：SIVA架構 16
圖表 8：CSM品牌六大效益 18
圖表 9: 訪談大綱 25
圖表 10：受訪者年齡區間 27
圖表 11 : 受訪者職業別 28
圖表 12：受訪者居住地區統計 28
圖表 13：受訪者乳癌衛教觀念分析 30
圖表 14：個案對粉紅絲帶的描述與印象關鍵字整理 32
圖表 15：雅詩蘭黛台灣市場粉紅絲帶活動限量商品整理一覽(2012~2016) 42

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