Marketing Strategy and Effectiveness of Corporate Sponsored School Reading Activities： A Case Study of E.Sun Golden Seeds Project in Taichung

• Main Authors: Chia-Yu Chang, 張家瑀
• Other Authors: Hua-Taung Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4u6rhj

碩士 === 南華大學 === 國際暨大陸事務學系公共政策研究碩士班 === 102 === 　　The issue of Corporate Social Responsibility follows frequent variation of global economic, development of science and technology emerged. Enterprise holds the attitude of whatever you take from the society; use them for the society. The enterprise also starts to take care of environment, social welfare, global warming or education … etc. besides financial secretary and situation of dedication which are all issues of Corporate Social Responsibility. Many enterprises are getting to pay attention to various support activities and extend former business activities to taking care of None-profit activities executing maximum effects for enterprise and society. 　 　　E.Sun Bank carries out E.Sun Golden Seeds Project. They help students in remote area to improve reading environment and promote their reading customs and reading capacity mainly. The study is to analysize case via the concept of Corporate Social Responsibility. Therefore, the thesis focuses on enterprise foundation executing Corporate Social Responsibility and carry out related case. E.Sun Bank has been carrying out E.Sun Golden Seeds Project since 2007 and has already helped 70 schools to achieve the dream of transform libraries. However, we wonder if the effect of E.Sun Golden Seeds Project is as what they expect or not. How is their policy of marketing? We wonder if students will increase reading customs after using new libraries or not. 　 　　The thesis takes qualitative analysis mainly to E.Sun supervisor, unit of school, parent volunteer … etc. related persons proceeding visit and discuss case by case. They survey students by questionnaire and complete the result and proposal via qualitative analysis this time.