近年來消費者環保意識高漲,綠色商機逐漸湧現,許多企業品牌陸續結合「綠色」、「環保」等議題做為行銷話題,不僅可有效推動節能減碳保護地球,同時也可藉此提升企業社會形象,獲得消費者的認同。許多國家除了致力於綠色環保概念推動外,諸多企業亦紛紛響應保護地球的行列,大力推動綠色企業及環保工作。從前在台灣的經濟剛起飛時,企業追求的目標為利潤極大化,現今社會發展趨勢與之前大不相同,除了追求營利極大化外,亦追求企業與環境的永續發展,如僅單一經濟、環境或社會層面做好的企業,似乎也不足以稱作好企業,因為一個所謂的「永續」企業,或「永續發展」的企業,必定是一個能與其所處之環境和諧共處,並且致力於大環境永續發展的企業。 本研究探討綠色企業的重要性,同時結合台灣在地最有名氣,也最具特色的珍珠奶茶商品作為個案研究分析對象。個案研究整理發現,企業推行綠色行銷能有效降低營運成本,對其企業經營績效提升有顯著影響。舉辦各項環保活動,執行企業社會責任,對其企業形象提升有顯著影響。綜合上述,企業執行企業社會責任並推行綠色行銷,能有效降低營運成本、提升企業形象,又可提高潛在進入者進入障礙,可助於企業永續經營發展。
The issue of consumer environmental protection has been discussed greatly in recent years. Green products has grown gradually in the markets throughout the world. Corporate brain names have incorporated “green” and “environmental protection” concepts in their marketing strategy. Many countries not only focus on green and environmental protection, but also encourage green firms for protecting the earth environment. Taiwan firms used to pursue profit maximization, but they were forced to seek business sustainable development due to consumer awareness. After all, a well-behaved firm must keep in one accord with social environment while seeking for its own sustainable development. The purpose of this study is to investigate the importance and advantages of green enterprise by using a famous pearl milk tea company as an example. After rigorous and detailed study of the underlying firm, the results are as follows. First, a firm could lower the operating cost and improve operating performance by promoting green marketing. Second, a firm could enhance its corporate image by conducting environmental protection activities and improving corporate social responsibility. A green enterprise, if properly adapted, could create potential entry barrier so as to improve sustainable development.