故事，是情感最深的連結，而最能打動人心的故事，來自最真實的情感。故事行銷的重點，不再推銷企業或商品的功能與價值，而是能藉由說故事反映出理念打動人心。說故事在各個領域廣為應用，企業運用故事與消費者溝通理念、產品、服務，打造故事行銷的關鍵即是內容。在21世紀裡，創造及述說故事的能力，隨著網路與社群媒體的興起已不容小覷。近年來社會企業不斷的創新，運用創意反轉與挑戰舊思維，在滿足市場需求的同時亦能創造社會價值並發揮影響力。但對於社會企業陌生的大眾，往往會將「假公益，真斂財」的標籤至於社會企業上。因此本研究將探討如何說一則動人心弦的故事幫助社會企業傳達價值理念，有效地擴散其影響力至社會層面。運用故事行銷創造社會企業另一層價值，使社會大眾看不到它卻感覺到它甚至記住它進而參與它。
本研究透過文獻探討品牌如何說一則好故事，以社會企業的角度審視其傳遞企業理念的關聯性，從文獻的脈絡中找出故事行銷應具備的關鍵元素，作為本研究的設計元素。故事行銷中最大的特色便是情緒的共鳴，讓人與人之間能夠建立起情感的連結，因此本研究接著探討了八大行銷案例，進一步探討故事行銷策略。然而社會企業是以社會福祉為中心的企業，因此本研究透過深度訪談15 位觀眾，了解社會大眾對社會企業的觀點，以促進本研究設計符合社會企業的故事行銷元素。為避免循環論證，本研究探討台灣成功的社會企業，以立國際服務、弘道老人福利基金會、台北黑暗對話與九天民俗技藝團 ，如何運用故事行銷達到傳遞理念價值，得到進一步的研究證實。
本研究發現，真實的故事更能引起大眾對社會企業的關注，因社會企業傳遞的不只是理念，更是應該被正視的社會福址議題；同時運用數據的輔助，能讓社會大眾了解議題的嚴肅性。故事行銷並不只是為產品說一則好故事，而是與大眾持續溝通觀念、探討議題、傳遞社會價值，進而刺激觀眾思考，那些被我們忽略而又存在的事實。

The main focus of storytelling in marketing is to tug at the heartstrings of the audience. Enterprises use storytelling to convey ideas and values, which are not intended to promote their businesses and the functions or the values of their products or services, to changing the world through business. They work finding a new services or approaches to social enterprises by improving, for example, the environment, shaping markets for the better, focusing on the poorest people on the planet and innovating. In the 21st century, social enterprises have become a growing sector of activity in Europe and America. It also is a start-up wave in Asia. However, social enterprises face challenges when the public are unfamiliar with their social purposes. More challenging is that people sometimes labeling social enterprise as using public empathy to make profits. To this end, using storytelling may contribute to effective communication with the public. Storytelling is the most effective way to break down resistance. Therefore, the goal of this research is to analyze how storytelling marketing works in the area of social marketing and to explore how to construct storytelling that well conveys the values and promotion of social enterprises.
To this end, this research method is developed based on reviews of relevant storytelling data. We have determined how to tell the value-laid story for a business and develop principles of storytelling to have a touching story for promotion social enterprise. With literature reviewed we identified crucial importance of the components of storytelling for social enterprises. Next, we conducted comprehensive and thorough surveys with interviewees have also to validate the identified components and build deeper understanding from audience and stakeholders’ experiences. The in-depth interviews also have narrowed down the research of the main focus of the research development on social enterprises. In addition, different viewpoints relating to audiences’ opinions of social enterprises are obtained. Further, based on the findings, we avoided circular reasoning and took Taiwanese social enterprises as examples with which to compare and examine the results.
Three major findings are identified: (1) a convincing social enterprise’s story must be true. Unforgettable stories create sense of existing events, and the details allow deep feelings. Touching stories are not deliberately fabricated in order to catch the eye of the public; (2) people care more about social enterprises that actually bring change. Therefore, actual data play a substantial role in helping the public understand social and environmental aims of social enterprises; (3) storytelling is a continuous communication between the audiences and the social enterprises. Social enterprises are powerful business growth sectors. They need adequate time to communicate with the public that their social purpose can deliver impactful social change. Regarding that storytelling is like a bridge that connects the public and social enterprises, it is a way to move the entire population.
These findings indicate that storytelling can be used most effectively by social enterprises to convey their social purposes. In addition, storytelling is a method by which social enterprises can build a connection between themselves and their audience. It not only helps people understand their aims but also leads to a belief that social enterprises can make the greatest changes in society. Finally, this research provides an extensive reference guideline. Based on this guideline, social enterprises can develop their storytelling strategies and better communicate with their audiences. Thereby, people will better known social enterprises and get much further by actively participating toward their objectives.

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