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研究生:林芝聖
研究生(外文):Chi-Shen Lin
論文名稱:社會企業倫理消費經營模式分析─生態綠個案研究
論文名稱(外文):The Business Model of Ethical Consumption in Social Enterprise—The Case Study of Okogreen
指導教授:林嬋娟林嬋娟引用關係
口試委員:陳國泰陳俊忠
口試日期:2015-06-11
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:會計與管理決策組
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:93
中文關鍵詞:社會企業經營模式公平貿易倫理消費社會使命永續發展
外文關鍵詞:social enterprisebusiness modelfair tradeethical consumptionsocial missionsustainable development
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在資本主義、自由貿易的意識型態下,多數的政府追求GDP的成長,而企業以獲利為最高目標,導致了全球貿易造成貧富不均,第三世界的農民被剝削而更加的貧窮。因此1970年代公平貿易(fair trade)社會運動開始崛起,並試圖以消滅貧窮為目的,創造一種新的貿易關係。相對於自由貿易,公平貿易更重視價值鏈中的勞工、環保和社會公平問題,特別關注貧困、弱勢的生產者,希望能確保他們合理的收入,從而維繫和改善生計與獲得發展的權利。近年來,台灣有一股社會企業力量正在崛起,理念與公平貿易類似,希望透過商業經營的方式,去解決更多的社會問題。
本研究將個案生態綠股份有限公司視為社會企業之一種形式,並且以楊銘賢(2009)等人所建構之社會企業經營模式為綱,同時融入齊國瑛(2008)倫理消費觀點「衡量要素」,進一步檢證生態綠之經營模式。本研究發現,該公司之經營模式一直圍繞著「倫理消費」進行價值主張、策略佈局、資源部署並創造出新的價值網絡。透過倫理消費者的系統支持,生態綠與其他咖啡業者產生市場區隔。如生態率與價值接近的NPO進行合作,創造出不同於主流的咖啡生產、銷售的市場。
生態綠,藉由推動公平貿易理念之倫理消費行銷模式,所構建之企業活動,讓其社會使命得以在消費者消費時即可實現其社會價值。透過本研究對於倫理消費商業模式的分析,可以看到一種創新的模式,希望可供為發展中之社會企業,建構更系統性的策略,找到可供借鏡之處,落實社會企業價值主張,並創造更多的社會影響力。


Under the capitalism and free trade ideology, governments pursue the GDP growth and companies seek profit as their ultimate goal, thus resulting global economic inequality and the exploitation to farmers in the third world. Therefore, fair trade movement rises in order to eradicate the poverty and to establish a new trade relationship in 1970s. Compared with free trade, fair trade pays more attention on labor right in the value chain, the social and environment justice issues. Fair trade especially focuses on the group of poverty, disadvantaged producers, and expects to provide basic income not only to keep farmers’ livelihood and sustain farmers’ right to future development. Similar to fair trade, the idea of social enterprise emerges in Taiwan recently in order to solve social problems by commercial and business operation.
In this research, researcher applies the social enterprise business model of Yang(2009) and ethical consumption evaluation of Chi(2008) to examine Okogreen’s business model. Result indicates that “ethical consumption” is a core value which is the base for Okogreen generates value proposition, strategic layout, resource deployment and create new value network. Through the support from ethical consumers, Okogreen creates market segmentation which is different from other competitors. For example, they cooperate with Non-Profit-Organization to create a new coffee market out of mainstream market.
Base on the “ethical consumption” of fair trade marketing strategies, Okogreen builds up its business model and achieves its mission to sell fair trade products to consumers. Through the analysis of ethical consumption business model, researcher finds a new innovative pattern for social enterprise to construct systematic strategies. By way of this model, more social enterprises are formed to achieve the social mission and enhance more social impacts.



目錄
口試委員審定書i
中文摘要ii
英文摘要iii
目錄iv
圖目錄v
表目錄vi

第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的:倫理消費的分析3
第三節 研究流程6
第二章 文獻探討7
第一節 公平貿易的背景:全球化與貧富不均7
第二節 社會企業與公平貿易9
第三節 倫理消費模式16
第四節 社會企業經營模式20
第三章 研究設計與個案公司介紹27
第一節 研究設計27
第二節 個案公司介紹28
第四章 社會企業經營模式分析44
第一節 價值主張44
第二節 經營策略50
第三節 營收機制55
第四節 資源部署58
第五節 價值網路59
第六節 永續發展62
第五章 結論與建議64
第一節 研究發現:生態綠的經營模式64
第二節 挑戰與建議70
第三節 研究限制72
第四節 未來研究可能性72
參考文獻74
附錄81

圖目錄
圖1 研究流程6
圖2 社會企業概念圖14
圖3 倫理生產與倫理消費識別標章對照41
圖4 FLO公平貿易標章59
圖5 慢飛兒標章與生產流程61


表目錄
表1 社會企業光譜12
表2 倫理消費之行為表現 18
表3 影響消費者行為的因素 19
表4 「社會企業經營模式」概念架構 25
表5 生態綠社會企業經營模式 65
表6 生態綠之社會影響70



一、中文部分
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余曉敏著,2005,〈道德消費主義:歐美管理學界的理論與實證研究以及對我國的啟示〉,《甘肅社會科學》,04:237-245。
呂朝賢著,2008,〈社會企業與創業精神:意義與評論〉,《國立政治大學社會學報》,第39期:81-112。
姚春如著,2008,《公平貿易運動:制度演化的觀點》,國立中正大學政治學系碩士在職專班碩士論文。
胡哲生著,2013,《我們的小幸福小經濟:9個社會企業的熱血故事》,新自然主義出版社。
胡哲生、陳致遠著,2009,〈社會企業本質、任務與發展〉,《創業管理研究第四卷》:4:1-28。
孫震著,2009,〈企業倫理與社會責任〉,台北市:《天下遠見》。
楊君琦、郭佳佳、周宗穎、吳宗昇著,2010,〈探索以公益為基礎之新組織經營型態〉,《創業管理研究》,5:2:1-25。
楊銘賢、吳濟聰、蘇哲仁、高慈薏著,2009,〈社會企業經營模式之建構〉,《創業管理研究》,4:4:57-83。
齊國瑛著,2008,《中華民國消費者文教基金會成員採行倫理消費之行為意向》,國立中山大學公共事務管理研究所碩士論文。
劉子華著,2012,〈台灣生命力的善根〉,《新活水雜誌》,第45期:14-16。
鄭勝分著,2005,《歐美社會企業在台灣應用之研究》,國立政治大學公共行政研究所博士論文。
鄭勝分著,2007,〈社會企業概念分析〉,《政策研究學報》,第7期:65-104。

網路資料
台灣公平貿易協會(2010)。關於協會。上網日期:2014 年 09 月 25 日,http://fairtrade.org.tw/?page_id=6

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