以社會行銷觀點探討流浪動物 TNR活動-以瑞芳猴硐貓咪村為例

外文標題: 
Exploring the TNR Campaign for homeless animals from the perspective of Social Marketing: the case of Cats Village at Ho Tong, Rei Fun
出版年份: 
2011年
主題類別: 
關鍵字: 
摘要: 

台灣目前對於流浪動物的處理政策為捕捉、收容、撲殺,此政策經歐美許多動保先進國家證實是不人道且浪費社會資源,而 TNR(Trap,Neuter,Release)是能真正有效解決流浪動物問題的方式。近幾年,台灣動保團體自國外取經,將 TNR的成功經驗開始在台灣推動,其中瑞芳猴硐貓咪村為知名案例之一。本研究以瑞芳猴硐貓咪村為研究對象,根據社會行銷要素八步驟,來分析探討其如何推廣流浪動物 TNR活動,冀能達成下列三個主要目的:一、 找出 TNR實行的利益與障礙,做為未來社會行銷工作者協助推廣 TNR之參考。二、 以社會行銷的理論架構,去探討瑞芳區猴硐貓咪村的 TNR動保活動,並具體說明執行 TNR個案的社會行銷策略,以作為台灣「尊重生命」教育與政府動保政策之執行與推廣的參考依據。三、在台灣,顯少有探討與 TNR相關的論文研究,希望能藉此拋磚引玉,讓更多研究者投入相關問題的探討,喚起更多人重視。
本研究以個案研究的方式,先進行流浪動物、 TNR、社會行銷的文獻回顧與整理,再依研究目的與問題,針對理論基礎設計深度訪談的題目,依目的性抽樣原則,尋找最能符合本研究目的之八位訪談者進行深度訪談。分析結果得到下列實務方面的研究貢獻與建議:一、需政府的投入方能成功。二、推廣時需從關懷社區角度為出發點,而不是關懷流浪動物。三、利害關係人的處理對策。四、 TNR組織需加入行銷團隊。五、台灣 TNR推廣組織需團結且串聯。六、更多研究者投入。

外文摘要: 

The current handling policy for homeless animals is "capture", "caging" and then "culling" which is verified as result of un- Humanitarian & resource wasting by the western countries. The TNR(Trap,Neuter,Release)is the exact effective policy to solve the problem of homeless animals.
Cat Village at Ho Tong is one famous case of the successful TNR ones. The analysis object to find out one of the suceesful case in Taiwan - Ho ong Cat village about how they launch the TNR activities based on 8 steps of social marketing in order to achieve three goals.
1.) To find out the advantage and obstacle of conducting TNR which could be the reference guild for future TNR launching by social marketing volunteers.
2.) Based on the structure of social marketing, to study the TNR case of Cat Village, these will be reference guild to launch and execute the animal protection policy by authorities & "Life Respecting" in Taiwan.
3.) There are not many related papers or articles in the field of TNR in Taiwan. Based on this research papers to draw some visible attraction and reference for other scholars with more studies to get more attention on this topic.
After this case study, the suggestions and contribution are listed as bellow.
1.) Government support is a must for case success.
2.) To implement society caring as motivation, rather than homeless animals caring.
3.) Readiness of reaction solutions between all impacted business/people.
4.) To implement marketing crews in TNR groups.
5.) More connections between all TNR groups in Taiwan
6.) Scholars force supporting and joining.