An Analysis Of Taiwan Social Enterprise Media From The Perspective Of Social Marketing

Early alternative media published in the form of newspapers,magazines,and other papers often had irregular distribution cycles and short life spans.This was due in large part to the lack of funding and excessive reliance on external donations and subsidies.Social enterprises are a new type of organization based on business operations to solve certain social problems and enhance social benefits.They span the second sector and the third sector.After years of exploration and discovery,alternative media in Taiwan have found a new path of development—social enterprise-type media—that is,to operate news media in a social enterprise model.Social enterprise-type media integrates market elements into media organizations,not only solves the financial problems that have been faced by alternative media all the time,but also realizes long-term and stable development of the organization.The upstream and downstream news fairs have successfully achieved a balance between news and the bazaar,and have become a benchmark for alternative media transformation.Therefore,this study selects the upstream and downstream news markets as research objects,and based on the perspective of social marketing theory,uses literature research,case analysis,and in-depth interviews to analyze the environment,target groups,and product strategies of the upstream and downstream news markets.As well as research on communication strategies,we will explore the successful experiences of using social enterprise models to achieve sustainable development goals and obtain market recognition.The study found that,from the perspective of the macro environment and the micro environment,the formation of public media by social enterprises is undoubtedly the core factor for the success of the upstream and downstream news markets.This breakthrough combination makes it an alternative medium that has long been plagued by financial problems.With the foundation and momentum for development,secondly,returning to the origin of news and realizing the participation of all citizens is the core and fundamental part of the operation of the upstream and downstream news markets.It also enhances its credibility and wins public recognition.Third,it clearly defines the target market and diversifies its products.The strategy enables the upstream and downstream news fairs to meet the needs of different audiences and is the key to increasing the audience's viscosity.Finally,the upstream and downstream news markets actively integrate different channels for communication,and each channel performs its duties,expanding its brand influence.