社會行銷與粉紅絲帶:企業投入乳癌防治公關活動之於台灣乳房篩檢公衛政策推行影響之初探性研究

Abstract

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.