全球供應鏈系統下以品質差異為基礎之綠色產品進行差異化行銷策略之稅後利潤最佳化模式

各界對於環境相關維護之重視，消費者對環保意識之提倡皆日益趨增，使許多企業於生產過程中已投入產品生態化之研發及設計。企業在面臨生態及技術層面之衝擊時，通常藉由全球供應鏈系統以尋找較低價之生產資源，也可開發其他外在新興市場以提升市場佔有率，進而改善營運績效。此外，大多數供應鏈管理僅著重於銷售階段之前之所有活動，然而對企業來說銷售策略是提升產品銷售量及營運收入之重要一環。因此，本研究欲探討全球供應鏈系統下生產一般產品及綠色產品進行差異化行銷，在一般產品及綠色產品之品質差異水準之何種配置比例下使整體供應鏈總利潤達到最佳。根據此研究問題，建購一全球供應鏈系統下生產綠色產品，並以品質差異為基礎，進行差異化行銷策略之整體稅後總利潤模型。其中產品中具有不同品質水準，消費者對於產品之偏好皆不相同，從模型中難以預測消費者之需求，故本研究加入具有差異性之產品間之需求模型，可藉由該模式了解品質水準變動下對產品需求之變化。接著，本研究針對上述模型使用LINGO軟體求算出一般產品及綠色最適價格、一般產品之傳統品質量化係數及環保品質量化係數與綠色產品之傳統品質量化係數及環保品質量化係數。再藉由統計學角度進行假說檢定深入探究各參數對於全球供應鏈稅後總利潤是否有顯著之影響。而數值分析之結果顯示，與綠色產品相關之參數變動不僅對綠色產品本身之傳統品質及環保品質水準比例會產生影響，而綠色產品與一般產品之間的替代性也使上述參數變動對兩產品之市場價格有所改變，導致對於全球供應鏈稅後總利潤也有顯著之影響。

關鍵字

差異化產品；綠色產品；全球供應鏈；行銷策略

並列摘要

Due to the increase of environmental protect and environmental conscious from each industry and customers, eco-design and green development have been taken into consideration during production. It’s a big problem for enterprises to get balance between cost controls and developing technique, and global supply chain is a way for enterprises to find cheaper resources and develop other emerging market to raise market share and to improve the performance. Besides, most researches about supply chain management focused on the activities before sales stage; however, marketing strategies are important for enterprises to increase sales volume and revenue. The research question of this study is that, how to get the optimal quality levels between two differentiated products with differentiated marketing and maximize the total global supply chain profit. According to the above statement, this study constructs a global supply chain model of a quality-based green product with differentiated marketing, and takes demand function which is considered the substitution between two products into consideration. This study also observes the variations between quality level and demand volume of two products, and discusses whether there is a significant effect of various parameters to total global supply chain profit through hypothesis test. The result of numerical analysis shows that the variations of the parameters closely related to green products mostly changes market price of normal product and green product, and there is a significant effect of above parameters to total global supply chain profit.

並列關鍵字

green product ； Global supply chain ； marketing strategies ； differentiated products

參考文獻

[50] LMI (2005) Best Practices in Implementing Green Supply Chains. North America Supply Chain World Conference and Exposition.

[85] Wang, L. Z., Chen, Y. H., Hu, G. P., Bidanda, B. (2008) “Can Green Products Survive Market Competition?” Management Decision.

[1] Albino, V., Balice, A., Dangelico, R. M. (2009) “Environmental strategies and green product development: an overview on sustainability-driven companies,” Business Strategy and the Environment, Vol. 18, Issue 2, pp. 83-96.

[2] Andersen, M., T. Skjoett-Larsen. (2009) “Corporate social responsibility in global supply chains,” Supply Chain Management: An International Journal, Vol. 14, No. 2, pp. 75-86.

[5] Bonarth C., Handfield R., and Das A. (1998) “Stages of global sourcing strategy evolution: an exploratory study.” Journal of Operations Management, Vol. 16, pp. 241 – 255.

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全球供應鏈系統下以品質差異為基礎之綠色產品進行差異化行銷策略之稅後利潤最佳化模式

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