綠色品牌發展關鍵因素分析

Critical Capability Analysis of Development for Green Brand

陳宗浩(Zong-Hao Chen)

指導教授 ： 楊錦洲 ； 周永燦

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500247

摘要

近年來因國際環保意識高漲，以及綠色產品發展之趨勢，使得綠色環保概念越來越受重視，綠色消費更是全球推動永續發展之焦點，強調以低汙染、可回收、省資源之商品來促成綠色消費，降低對環境的衝擊，也因此在充斥著品牌消費的這個時代，綠色品牌的概念也開始浮現，各大企業更開始打造自家之綠色品牌，搶佔這塊市場，欲在綠色品牌市場中取得領先地位及競爭優勢。因此本研究將進行綠色品牌發展之關鍵因素分析探討，希望能藉此提供國內企業欲發展綠色品牌時之重要參考。
本研究根據文獻探討以及專家訪談後，提出由經營模式、品牌策略、綠色產品、經營績效等四大構面來探討綠色品牌發展之關鍵性因素。並以德菲法(Delphi Method)以運用專家問卷調查來形成共識以擬定綠色品牌之關鍵性評估項目，再以層級分析法(Analytic Hierarchy Process)來擬定綠色品牌發展之關鍵性因素的層級架構，並經由專家問卷調查與分析後，訂定各評估項目之相對權重，藉此了解綠色品牌發展所需之關鍵因素。
本研究經過上述研究方法之分析與探討後得知，當企業欲發展綠色品牌時，應先審慎評估企業本身是否已具備健全的財務結構及穩定良好的獲利模式，來維持綠色產品之高品質以及公司之健全運作，避免因綠色產品之生產製造流程所耗費之較高成本，而造成公司虧損，並且企業應定期設定並更新綠色創新之目標，並將綠色發展因素與市場策略相結合，藉此保持綠色品牌之競爭力，並促成綠色消費，提高顧客忠誠度，使得企業能永續發展，並成為消費者眼中成功之綠色品牌。

關鍵字

綠色品牌、德菲法、層級分析法、關鍵因素

並列摘要

Recently, the international awareness of environmental protection and green product development has dramatically raising. As a result, the globe markets start to accept the green concept and the green consumption, which are the focuses of the sustainable development, and then the enterprises also increasingly emphasize on the process with low pollution, and the development of recyclable product with low resource usage, in order to develop the green brand and to promote the green consumption. The aim is to create the competitive advantage and leading position on the green market. Thus, the purpose of this study is to investigate the critical strategies of green brand, which can be provided to the enterprises for important reference.
In this research we first proposed a conceptual model of critical strategies for green product development by using literature review and experts interview. Then we use the Delphi Method with expert interview and questionnaire study to identify the critical strategies for green product development. After the finish of Delphi Method, we use the AHP (Analytic Hierarchy Process) Method to explore the weight and importance of the strategies and the constructs of the conceptual model.
Based on the research results, it can be revealed thatthe corporate need to own the good financial structure and better profit model, which can support the assurance of high quality of green product and the development system of green brand. It is therefore that the enterprises also need to reduce the added costs for the manufacturing process and the reducing of pollution. Besides, the enterprises should set up the innovative and green objectives, and combine strategies of the green development with the business strategies, in order to maintain the competition of green brand. The important objective is to promote the green consumption, and pursue the customer loyalty to achieve excellent business performance with sustainable development.

並列關鍵字

Key factors ； AHP ； Delphi method ； Green brand

參考文獻

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