Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/25200
標題: 綠色行銷模式探討-以歐萊德國際公司為例
A Study of Green Marketing Model – A Case Study of O''right
作者: 劉震興
Liu, Chen-Hsing
關鍵字: 綠色行銷
green marketing
綠色產品
綠色消費
green products
green consumption
出版社: 高階經理人碩士在職專班
引用: 一、中文部份 Grant John (2008)綠色行銷宣言,經濟部中小企業處。 丁天奎 (1992),「打開綠色行銷百寶盒」,震旦月刊,第256期。 王祿旺 (2000),企業綠色行銷新典範-綠色行銷,環境與管理研究,第1卷,第2期,165-176。 周月英 (1992),權利與義務齊飛,廣告雜誌,第13期,67-74。 徐木蘭 (1997),企業綠色行銷評鑑指標建立之研究,中國行政,1-29。 徐炳勳 (譯) (1992),美麗共生─使用地球者付費 (原作者:F. Cairncross)。台北市:天下文化。 柴松林 (2001),綠色消費主義,環保標章簡訊,第25期,4-5。 商仁(1992)。什麼是綠色行銷。廣告雜誌,第17期,pp.56-58。 黃義俊、黃俊英 (1999),綠色行銷思想的演進及發展,台灣經濟金融月刊,第35卷,第7期,53-60。. 簡佑儒 (2011),食品綠色消費行為傾向對於食品綠色行銷之認同度與LOHAS生活型態之相關度探討。東海大學食品科學研究所碩士論文,未出版,台中市。 吳貞宣(2005)量販店與連鎖便利商店消費者對綠色行銷之反應研究。大葉大學事業經營研究所碩士論文,未出版,彰化縣。 舒馨慧(2009)綠色消費與綠色行銷整合建構環保商品開發行銷新策略。大葉大學設計暨藝術學院碩士論文,未出版,彰化縣。 林忠勝(100) 台灣某一公司之PET包裝機能茶類飲料的綠色行銷之研究。中興大學高階經理人碩士在職專班碩士論文,未出版,台中市。 二、英文部分 Baker, M.J. (2003), The Marketing Book. Great Britain: Butterworth-Heinemann Publication. Barr, S. and A.W. Gilg (2006), Sustainable Lifestyles: Framing Environmental Action in and around the Home.Geoforum,37(6), 906-920. Charter, M. (1992), Green Marketing: A Responsible Approach to Business, Green leaf. Charter, M. and T. Clark (2002), Sustainable Value. Greenleaf Publishing. Ginsberg, J.M. and P.N. Bloom (2004), Choosing the Right Green Marketing Strategy. MIT Sloan Management Journal, 79-84. Huber, F., A. Herrmann and R.E. Morgan (2001), Gaining Competitive Advantage Through Customer Value Oriented Management. The Journal of Consumer Marketing, 18(1), 41-53. Kleiner, A. (1991), What Does It Mean to Be Green? Harvard Business Review, 69, 38-47. Kotler, P. (1994), Marketing Management. Prentice Hall Press. Menon, A. and A. Menon (1997), Enviropreneurial Marketing Strategy: The Emergency of Corporate Environmentalism as Market Strategy. Journal of Marketing, 61(1), 51-57. Nash, H.A. (2008), The European Commission’s Sustainable Consumption and Production and Sustainable Industrial Policy Action Plan. Journal of Cleaner Production, 17(4), 496-498. Ottman, J.A., E.R. Stafford and C.L. Hartman (2006), Avoiding Green Marketing Myopia. Green Marketing Myopia, 48(5), 24-36. Peattie, K. (1992), Green Marketing. London: Pitman Publishing. Peattie, K. (1995), Environmental Marketing Management: Meeting the Green Challenge. London: Pitman Publishing. Polonsky, M.J. (1994), An Introduction to Green Marketing. Electronic Green Journal, 1(2). Porter, M.E. (1980), Competitive Strategy. New York: Free Press. Shrivastava, P. (1994), Castrated Environment: Greening Organizational Studies, 15(5), 705–726. Taylor, S.J. and R. Bogdan (1984), Introduction to Qualitative Research Methods: The Search for Meanings, New York: John Wiley & Sons. Unruh, G. and R. Ettenson (2010), Growing Green.Harvard Business Review, 88(6), 94-100. Zeithaml, V.A. (1988), Consumer Perceptions of Price, Quality and Value:A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22. 三、網路資料 經濟部統計處 http://www.moea.gov.tw/Mns/populace/home/Home.aspxulace/content/SubMenu.asp 環保署綠色生活資訊網http://greenliving.epa.gov.tw/GreenLife/info/consume/green-consume-1.aspx 行政院環保署台灣產品碳足跡網 http://cfp.epa.gov.tw/carbon/defaultPage.aspx 黃秋香(2008) 國際企業環保包裝之現況與發展‧工業技術研究院‧ http://college.itri.org.tw/TopicLearn.aspx?id=137 林蔚文(2008) 食品業的綠色新思維‧貿易雜誌電子報204 期‧台北市進出 口商業同業公會發行‧ http://www.ieatpe.org.tw/magazine/204-2.htm
摘要: 自1968年在美國華盛頓國際開發學會上首見「綠色革命」一名詞迄今,地球暖化、環境保護、綠色產品、綠色消費、綠色概念等等議題持續發燒與受到各層面的關注。許多國際大型商業或非營利企業組織莫不在此環境保護、綠色行銷議題上大力推展並獲致許多良好成效。過去也許有人認為綠色行銷僅是大型企業才有能力發展並推行,本次質性研究卻是以一台灣本土的中小型企業-歐萊德國際公司成功之綠色行銷模式來探討其進行的商業行銷模式與發展。 綜合本研究結論: 1. 綠色行銷可以結合很好的商業經營績效與非營利社會公益與教育功能。 2. 台灣已具備國際級綠色產品自有品牌及綠色供應鏈。 3. 4P行銷組合個案並不一定要花費鉅額的廣告行銷預算。 4. 綠色環保產品已經可以是叫好又叫座的消費品並發揮良好CSR功能。 5. 新興市場中國大陸綠色產品市場正在快速發展中。
Since the 1968 Society for International Development in Washington''s first see the "green revolution" a term so far, global warming, environmental protection, green products, green consumption, green concept, and so issues by persistent fever and attention at all levels. Many international large-scale commercial or non-profit organizations all working in this environment, and vigorously promote green marketing issues and attainable many good results. Maybe some people think that green marketing in the past only large companies have the ability to develop and implement, in this qualitative study was based on a Taiwanese SMEs - O''right successful international companies to explore its green marketing model for the commercial marketing patterns and development. Comprehensive conclusions of this study: 1 Green marketing can be combined with good business performance and operating profit social welfare and educational functions. 2 Taiwan already has the world-class branded green products and green supply chain. 3. 4P marketing mix of cases does not necessarily have to spend a huge amount of advertising and marketing budgets. 4 Green products can already be hugely popular consumer products and play a good CSR functions. 5 Emerging Markets Chinese mainland market for green products is rapidly evolving.
URI: http://hdl.handle.net/11455/25200
其他識別: U0005-2908201314574400
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2908201314574400
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