新聞工作者轉型農業社會企業家的創業歷程與社會行銷

Abstract

基於數位轉型與媒體匯流的趨勢，許多新聞工作者離開媒體機構，開創更適合自己的事業，如建立自我品牌的獨立媒體人，或以社會企業家的方式經營新組織。本研究透過兩位曾經擔任過電視新聞和紙本雜誌之媒體工作者，在離開傳統媒體後，分別投身「小藝埕」與「臺灣藍鵲茶」之社企創業，作為個案研究對象，深入探討新聞工作者的社會企業創業行動，以及創業後之社會行銷（特別是故事行銷方式）的應用策略。 在創業意圖部分，本研究整合EET和TPB兩個經典模式，將創業意圖之影響因素（創業態度、創業警覺性、創業自我效能、相關經驗、社會責任、社會資本與支持）進行更細緻的探索；在社會行銷部分，則以行為改變與目標受眾、市場區隔、行銷組合，以及交易與競爭等因素，作為策略分析的主軸。其中，行銷組合包含故事行銷，以敘事情節、人物塑造、訊息主軸，以及衝突性等四大元素作為本研究的分析架構。 本研究經由創業意圖六大影響因素，逐一檢視兩個個案之社會企業創業動機後發現，兩個個案熱情的創業態度，能激發高度的創業警覺性與創業自我效能，敦促自己時時累積專業知識，以及更加嚴格的要求自己，讓生活與工作成為不可分割的整體。該結果顯示，創業意圖六大因素並非各自獨立存在，而是交互影響作用下，刺激創業意圖的大幅提升。在社會行銷方面，兩位個案均採用STP理論，應用商業行銷技術，創造、傳播和傳遞價值，以影響目標受眾的行為，從而達成社區營造與生態保育之目標。整體來看，「小藝埕」以1920年代作為宣傳主軸，「臺灣藍鵲茶」則以坪林茶園作為媒體重現，而進行的故事行銷策略，具有系統性建構與完整的鋪陳，說服效果非常顯著。 本研究將知名的創業理論加以推導與整合，並應用於新聞工作領域，成就了創業轉型和社會企業創立的研究創新。未來可望據此結果，進行後續個案研究或問卷調查設計，選擇不同背景、專業經驗與職掌地區之媒體工作者進行分析，以收集到更多元之轉型樣貌和影響狀態。

In light of the trends of digital transformation and media convergence, numerous journalists have left media organizations to start careers that are more suitable for them, such as establishing their own independent media brands or running new organizations as social entrepreneurs. This study uses two media professionals who once worked in television news and print magazines as case studies. After leaving traditional media, they respectively started social enterprises “Art Yard” and “Taiwan Bluemagpie Tea”. This study explores the social enterprise entrepreneurial actions of journalists and the application strategies of social marketing (especially storytelling marketing) after starting a business. In examining entrepreneurial intention, this study integrates the two classic models of EET (Entrepreneurial Event Theory) and TPB (Theory of Planned Behavior) to explore the influencing factors of entrepreneurial intention (entrepreneurial attitude, entrepreneurial vigilance, entrepreneurial self-efficacy, relevant experience, social responsibility, social capital and support) in more detail. In the part of social marketing, the main axis of strategic analysis is based on factors such as behavioral change and target audience, market segmentation, marketing mix, and transaction and competition. Among them, the marketing mix includes storytelling marketing, with narrative plot, character creation, message axis, and conflict as the four elements of the analysis framework of this study. This study examined the social entrepreneurial motivations of the two cases through the six major influencing factors of entrepreneurial intention and found that the enthusiastic entrepreneurial attitude of the two cases can stimulate a high degree of entrepreneurial vigilance and entrepreneurial self-efficacy, urging themselves to accumulate professional knowledge at all times and to be more strict with themselves, making life and work an inseparable whole. The results revealed that the six factors of social entrepreneurial intention do not exist independently, but interact with each other to stimulate a significant increase in entrepreneurial intention. In terms of social marketing, both cases adopted the STP theory and applied commercial marketing techniques to create, disseminate and deliver value to influence the behavior of the target audience, thereby achieving the goals of community building and ecological conservation. Overall, “Art Yard” uses the 1920s as the main theme of its publicity, while “Taiwan Bluemagpie Tea” uses Pinglin Tea Garden as the media representation. The storytelling marketing strategy is systematically constructed and fully laid out, and the persuasive effect is very significant. This study extends and integrates well-known entrepreneurship theories and applies them to the field of journalism, achieving innovative research on entrepreneurial transformation and social enterprise creation. Future research is expected to use these findings to conduct subsequent case studies or survey studies, analyzing media professionals with diverse backgrounds, professional experience, and geographic coverage to capture a wider range of transformational perspectives and impacts.