再生資源行銷策略管理之研究-以台灣塑膠成型產業為例

A Marketing Strategy Study of Resource Recycling Products for Taiwan Plastic Injection Molding Industry

許金池(CHIN-CHIH HSU)

指導教授 ： 林鳳儀

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2014年)

摘要

根據經濟部工業局(2012)統計資料顯示，2009年台灣塑膠製品產業產值達新台幣2,174億元，主要以射出成型與中空製程為貢獻產值的主力，而台灣塑膠成型產業業者多以中小企業為主，面對國際競爭與原油不斷調漲，塑膠成型業者也面臨龐大的競爭壓力，儘管台灣塑膠成型業者可透過技術研發與製程改善有效地提升產品品質，但如何擬定行銷策略，讓研發出的新產品進一步行銷到全球各地市場，也考驗業者的行銷能力。
隨著全球綠色環保意識高漲，歐美日等先進國家均積極擬定與推動綠色環保政策，倡導低碳、提高能源與資源利用效率的經濟模式，也提供台灣塑膠射出產業另一個發展契機，因此，如何使用再生塑料提高附加價值與市場需求，進一步獲致比競爭對手更佳的經營績效，同時也為地球環保盡一份心力，相當值得射出成型的業者深思。

本研究主要為再生塑料的行銷策略之研究，分析台灣塑膠射出成型產業的現況，與探討再生塑料產品行銷時之客戶採用意願與採購時決策主要因素，進而分析結果，供塑膠成型產業同業從事綠色行銷課題的參考。

關鍵字

行銷策略 ； 資源再生 ； 關鍵成功因素 ； 射出成型 ； 層級分析法

並列摘要

According to the data released by Taiwan Industry Development Bureau in 2012, Ministry of Economic Affairs, the industry value of Taiwan plastic injection modeling products has reached 217.4 billion of Taiwan dollars, in which mainly contributed by injection modeling and hollow manufacture process. Formed by medium and small companies, Taiwan plastic injection modeling industry is now facing the serious global competition and continuous rising oil price, which has brought the huge pressure of competition to plastic injection modeling companies. Thought the quality of products can be modified by the improvement of technology and process development, how to develop effective marketing strategies to help the newly developed products being adopted by clients, and further promote to the global market is still a big testing for Taiwan plastic injection modeling companies.

Fortunately, with the increasing global green consciousness, environmental protection policies initiated by Europe, Japan, and other advanced countries, the new economic
model of low-carbon, increase of energy and resource efficiency has provided a good business opportunity for development to Taiwan plastic injection modeling industry. Therefore, it is relatively important to increase the added value of recycled plastics and create the market demand, further obtain the better operating performance than other competitors while making a contribution to global environmental protection for the Taiwan plastic injection modeling industry.

This study is mainly aimed at the research of recycled plastic marketing strategy, analyzing the current status of Taiwan plastic injection molding industry, and further discuss how the process of decision making is when clients adopt and purchase recycled plastic products. Thus, the result can be a very good reference for all the Taiwan plastic injection industry peers regarding green marketing topics.

並列關鍵字

Marketing strategy ； Key success factor ； Resource recycling ； molding industry ； AHP

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