臺灣B型企業價值主張與價值適配研究-以綠藤生機為例

A Study of Value Proposition and Value Fit on B Corporation in Taiwan-Case Study of Greenvines

張湘敏(Siang-Min Jhang)

指導教授 ： 陳家麟

國立臺灣大學/管理學院/商學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202200819

摘要

在全球推動環境永續的浪潮下，企業除了藉由推動ESG來達成保護環境的願景，也可以選擇成為新型態商業模式-B型企業的一份子，讓企業以永續經營為目標、使整體社會環境都獲得改善。目前台灣共有33家 B型企業，產業橫跨美妝業、服務業、金融業等等，搭上全球於疫情後更注重環保的趨勢，此種新型態商業模式將有創造巨大影響力的潛力。

本研究以台灣B型企業美妝品牌綠藤生機作為研究對象，使用Osterwalder於2014年出版之《價值主張年代》為分析工具，了解以綠藤生機為代表的台灣B型保養品牌的價值主張， 並透過半結構式訪談描繪綠藤生機產品使用者與非綠藤生機產品使用者的顧客素描，進而找到可優化B型企業營運的建議，以及作為綠藤生機優化價值主張之依據。

研究發現，綠藤生機所提出的價值主張可以高度適配兩族群認為重要功能/情緒性任務，如:清潔臉部、轉換心情等等，但是兩族群都有部分痛點與獲益未被滿足，如:促銷打折、功能快速見效等等，而且綠藤生機認為重要的獲益引擎-環境保護、極簡保養等理念(與產品功效不直接相關的理念)，創造出兩個使用族群都認為不必要的獲益。

為解決尚存的痛點和創造顧客需要的獲益，研究建議綠藤生機短期能透過重新定位品牌形象(主打產品功效)、適度辦行銷活動來擴大目標客群基數，中期則建立會員社群提升熟黏著度，以及與其他綠色美妝品牌建立聯盟來推動整個產業進行改變，奠基於上述建議，預期能穩健綠藤生機長期經營，更能提升對客戶的影響力，進而擴大B型企業對世界的正面影響。

關鍵字

B型企業 ； 美妝保養 ； 綠藤生機 ； 價值主張 ； 價值適配

並列摘要

Under the global awareness of environmental sustainability, in addition to executing ESG as the solution to achieve the goal of protecting the environment, enterprises can also choose to become “B Corporation”, so that enterprises can aim at sustainable operation and let both society and the environment be improved. Until today, there are 33 B Corporation in Taiwan with diverse industries. With the global trend of paying more attention to environmental protection, this new type of business model has a big potential to make a huge positive impact.

This research takes one of Taiwan’s B Corporation, Greenvines, as the study case, and utilizes the book "Value Proposition Design" by Osterwalder(2014) as an analysis tool to explore the value proposition of Taiwan's B Coropration, and through the customer interview, the customer profile of users of Greenvines and non-users of Greenvines are drawn. Then, the suggestions for optimizing the operation of B Corporation are discovered based on the value proposition, and so do the suggestions for optimizing the operation for Greenvines.

This research finds that the value proposition proposed by Greenvines can highly fulfill the customers’ functional/emotional tasks, but some pain points and benefits are still not be met, and the concepts that not directly related to the effect of the product aren’t necessary to customers.
In order to solve the remaining pain points and create the benefits that customers need, the research suggests that Greenvines can expand the target audience by repositioning the brand image and organizing marketing activities, also, build up a customer community and alliances with other green brands to connect regular customers and establish industry standards. Based on the above suggestions, it is expected that Greenvines will be able to operate more stably in a long turn and enhance its impact on customers, in other words, expanding the positive effect to the world by B Corporation.

並列關鍵字

B Corporation ； beauty industry ； Greenvines ； value proposition ； value fit

參考文獻

Alexander, Osterwalder., Yves Pigneur.(2010). Business Model Gereration: A Handbook for Visoparies, Game Changers, and Challengers. Hoboken, NJ: John Wiley and Sons.

Alexander, Osterwalder., Yves, Pigneur.(2014). Value Proposition Design: How to Create Products and Services Customers Want? Hoboken, NJ: John Wiley and Sons.

Michael Norton Charmian Love(2019). The B Corp Book. Centre for Innovation in Voluntary Action

Robert K.Yin(1994). Case Study Research: Design and Method. Second edition. Sage Publication. Thousand Oaks, CA: SAGE Publications, Inc

David Wheeler(1999). ‘Green consumerism’ and labelling: a retailer’s perspective. Halina Ward Duncan Brack(Eds.), Trade, Investment and the Environment. (pp.83- 87). London, UK: Earthscan Publications Ltd