Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24148
標題: 台灣某一公司之PET包裝機能茶類飲料的綠色行銷之研究
The Study of Green Marketing for The Function Tea Beverage Packed in PET of A Company in Taiwan
作者: 林忠勝
Lin, Chung-Sheng
關鍵字: green marketing
綠色消費者價值
green product
green consumer value
function tea beverage
綠色行銷
綠色行銷的策略選擇
出版社: 高階經理人碩士在職專班
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摘要: 為因應消費者追求安全健康及環境永續發展的綠色消費趨勢,企業對於產品研發生產也朝向安全健康及永續環境的方向進行,此益突顯綠色行銷對於企業經營理念以及行銷策略上的重要性。台灣食品飲料業者如何去掌握此股綠色商機,發展消費者需求產品,擺脫惡性競價及營運成本上揚因素,已成為台灣食品飲料業者必需重視及思考的議題。透過綠色行銷之運用,來做有效率的資源與流程管理,達到最佳社會環境效益與市場績效,以提高消費者價值為目的,同時更需注意兼顧消費者、企業和社會三者利益間的協調及平衡;本研究探討個案公司PET包裝機能茶類飲料綠色產品在綠色行銷的狀況,其中透過探討綠色行銷策略組合及綠色消費者價值形成之綠色行銷策略矩陣來做策略選擇,剖析客戶端的綠色消費者價值,如何由企業供應端運用綠色行銷策略所產生的價值,達到企業綠色行銷策略最大的成效,評估企業在綠色行銷策略選擇後,策略的執行過程中經過資源與流程管理,而對社會環境與市場兩個面向的產出結果;本研究結果就個案公司的綠色商品選擇的綠色行銷策略應為「極度綠化」,所以綠色行銷策略必須包括綠色產品管理、綠色定價、綠色促銷、綠色物流及綠色溝通以達成綠色消費者價值,從原料尋找、採購、生產到最終製成品的整個製造流程都與環保整合,除原料具天然與安全無毒的特性之外,在生產過程中的環境保護措施也是應被考量的。在市場產出的部分,綠色產品與一般傳統產品有明顯差異且對消費者之訴求點不同,在社會環境產出的部分,則具備降低浪費及污染的處理措施。
Some businesses start to make green products for safe and health to follow up green consumers who pursue safe, health and environment development.. The actions highlight the importance of green marketing on the business concept and marketing strategy. This is a big issue that beverage firms should catch up the green profits and develop the products which consumers want to buy, then Firms can reduce the operation cost and business competitions. Using green marketing to control resources and procedures, it can increase consumer value, environment development and profits. This study investigates a corporation which uses pet packaging of green beverage products in green marketing and researches the consumers green value by using green marketing strategy and green marketing strategy matrix. Corporations should choose the best green marketing strategy and max the strategy's effects. The study findings that the corporation's green marketing strategy is “extreme green”, which including green product management, green pricing, green promotion, green logistics, green communication to get green consumer value. Extreme green integrates resources, purchases, products and environment, and all procedures fit the green concept. There are differences between green products and traditional products for consumers. In the social environment, the corporation reduces the wastes and pollutions with some measures.
URI: http://hdl.handle.net/11455/24148
其他識別: U0005-0506201217163900
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0506201217163900
Appears in Collections:高階經理人碩士在職專班

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