A Study on the Marketing Strategy of Wenchuang Goods in Sheltered Workshop: A Case Study of Polio sheltered workshop

• Main Authors: Chang Yu-Fen, 張玉芬
• Other Authors: LII,YUAN-SHUI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/45643499810081732513

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === For people with physical or mental disabilities, ‘employment’ is not just a way to earn a reasonable wage and reduce reliance on welfare benefits but also a mean to social recognition and personal dignity. Sheltered workshops have been established to provide job opportunities to the disabled with limited working capacity, but today’s job placement oriented sheltered workshops are in desperate need of a transformation. And thus identifying impacting factors on sheltered workshops’ operation efficiency has become especially important to the long-term sustainability of these institutions. In spite of that, uncertainty in government policies, cuts in budgets and supporting measures, and economic downturn have in combine added to their prevalent difficulties. This study aims at discussing the management and operation of the sheltered workshops for mentally and physically disabled, examining their perspective on cultural and creative products and difficulty they face in developing these products. Giving a proper account of the marketing strategy adopted by the shelter workshops will provide relevant authorities and departments with the basis for future planning or management’s reference and consideration. This study applies the Business Model Canvas proposed by Alexander Osterwalder to analyze the business model of its subject, Polio Home Sheltered Workshop, on the following nine elements: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure. The main conclusion is as follows: governmental audits have not been properly implemented, which, on top of poor economic condition, has hampered the operation of sheltered workshops; low productivity and output due to employees lacking innate abilities; vague and difficult nature of “culture and creativity” resulted in their cultural and creative products’ inability to distinguish from the rest of the market; and lack of marketing skills, insufficient funding, and limited distribution channels. In summarize, on the basis of the above findings, the following suggestions can be drawn: 1. Enhance product differentiation and specialization, using quality to overcome the past stereotype of shelter workshops. Drive positive word-of-mouth instead of riding on sympathy. 2. Promote localization of products, boost competitiveness in cultural creativity, and engage in cultural training. 3. Create industrial cluster effects, strengthening the network among the government, enterprises, and non-profit organizations.