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研究生: 邱世昌
CHIU-SHIH-CHANG
論文名稱: 企業社會責任與品牌形象之提升-以潔淨標示商品為例
Corporate Social Responsibility and Brand Image Improvement-Taking Clean Labeled Products as an Example
指導教授: 林孟彥
Tom M.Y. Lin
口試委員: 曾盛恕
Seng-Su Tsang
呂志豪
Shih-Hao Lu
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 41
中文關鍵詞: 食安問題社會責任品牌形象
外文關鍵詞: food safety issues, social responsibility, brand image
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隨著消費者健康意識的提高及對食品安全問題的重視,連帶影響消費者在選購食品時,對相關食品的成份資訊也愈來愈關注,同時也造就了食品生產廠商必需做更詳盡的成份內容及名稱揭露,如此不僅影響食品廠商對於產品配方設計的調整,且明顯看出在未來消費趨勢上,加工食品內容成份往天然及簡化的配方設計將是不可避免的趨勢,此一趨勢便是潔淨標式 (Clean Label) 食品的概念。
民眾對食品業的憤怒與不安,起於近年來不斷發生的食安事件,這也說明了,消費者不只要求吃的美味,更在乎食的安全。食品供應攸關民眾生活與健康,食品製造業者背負著極其重大的社會責任,在企業管理上應當極盡所能,做好本份,以合乎社會期望。如果食品業者真的想重獲消費者的信心,一定要對社會有所承擔,勉力履行企業社會責任(CSR),方可實現永續經營。
目前普遍食品業對企業社會責任(CSR)的認知,仍停留在於傳統的慈善公益施行,並未將消費者權益、與製造流程有關環保政策、員工與股東權益、社區和諧、公司治理(法令遵守)等外在社會責任內部化,成為企業的核心價值或行動要領。
在食安信任度數次崩盤的台灣,積極提升品管能力與堅持履行企業社會責任的企業,才能無畏一次次的食安風暴侵襲、無懼一波波的食品產業危機浪潮,突顯其健康正面的品牌形象,獨善其身變成業界清流與巨人。履行企業社會責任(CSR)是業者當務之急,更是讓食品業脫離困境,重獲消費者信心與再次踏入國際市場的最佳出路。


With the increase of consumers' health awareness and the emphasis on food safety issues, consumers are increasingly concerned about the information on the ingredients of related foods when purchasing foods. At the same time, food manufacturers have to do more detailed The disclosure of ingredient content and name not only affects food manufacturers' adjustments to product formula design, but also clearly shows that in the future consumer trends, processed food content ingredients to natural and simplified formula design will be an inevitable trend. It is the concept of Clean Label food.
The public's anger and anxiety about the food industry stems from the food security incidents that have occurred in recent years. This also shows that consumers not only demand delicious food, but also care about the safety of food. Food supply is vital to people's lives and health. Food manufacturers bear extremely important social responsibilities. They should do their utmost in business management and do their part to meet social expectations. If the food industry really wants to regain consumer confidence, it must be committed to the society and strive to fulfill its corporate social responsibility (CSR) in order to achieve sustainable management.
At present, the general food industry's perception of corporate social responsibility (CSR) still remains in the traditional charity implementation, and it does not incorporate consumer rights, environmental policies related to manufacturing processes, employees and shareholders' rights, community harmony, and corporate governance (compliance with laws and regulations) ) Waiting for the internalization of external social responsibility to become the core value or action essential of the enterprise.
In Taiwan, where food safety trust has collapsed several times, companies that actively improve their quality control capabilities and insist on fulfilling their corporate social responsibilities can fear the food safety storms and the wave of food industry crises, which highlights their positive health The brand image becomes better and better than the industry. Fulfilling corporate social responsibility (CSR) is a top priority for the industry, and it is the best way to get the food industry out of the predicament, regain consumer confidence and enter the international market again.

誌謝 I ACKNOWLEDGEMENT II 摘要 IV ABSTRACT V 目錄 VII 表目錄 IX 圖目錄 X 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 1 第三節 研究目的 3 第四節 研究之重要性 4 第二章 文獻探討 6 第一節 潔淨標示商品 6 第二節 企業社會責任 11 第三節 品牌形象 13 第四節 消費者的企業社會責任的知覺對品牌形象認知 16 第三章 研究方法 17 第一節 問卷設計 17 第二節 研究架構 17 第三節 研究假設 18 第四節 研究變數 20 第四章 資料分析與研究結果 22 第一節 資料分析 22 第二節 研究結果 31 第五章 結論與建議 32 第一節 研究結論 32 第二節 研究價值 33 第三節 研究限制 34 第四節 未來研究建議 34 參考文獻 35 附錄一 問卷調查表 38

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全文公開日期 2025/06/02 (校外網路)
全文公開日期 2025/06/02 (國家圖書館:臺灣博碩士論文系統)
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