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| Title: | 綠色行銷在B2B模式下的應用-以歐萊德為例
The Application of Green Marketing in B2B Model- A Case Study of O’right |
| Authors: | 林愷恬
Lin, Kai-Tien |
| Contributors: | 張瑜倩
Chang, Yu-Chien
林愷恬
Lin, Kai-Tien |
| Keywords: | B2B
綠色行銷
品牌權益建構
B2B
green marketing
brand equity construct |
| Date: | 2016 |
| Issue Date: | 2016-12-07 10:52:10 (UTC+8) |
| Abstract: | 科技與工業帶動經濟發展，同時對地球造成了自然環境的汙染，隨著環境的惡化，自然界的限制增加，除了影響人們的生活，亦影響了企業發展，改變了市場運作與獲利機制，因此，環保對於處於B2B與B2C的企皆是愈來愈急迫的問題。企業環境的變化讓B2B企業開始注重品牌權益的建構，而自然環境的變化讓B2B的企業逐漸透過綠色策略來增加優勢。然而，B2B實務上，將品牌與綠色策略結合，從企業核心理念出發，全面性發展綠色品牌的台灣企業實例甚少。
因此，本研究找到了B2B產業在品牌建構與綠色行銷策略發展上的缺口，擬以「企業如何透過品牌建構在B2B模式下發展綠色行銷策略」作為研究問題，並以台灣綠色品牌「歐萊德」及與其合作的綠沙龍進行研究作為研究個案，基於Kuhn等學者（2008）提出之B2B品牌權益建構模型作為基礎，加入「綠色」的觀點，探討企業在不同階段如何進行綠色品牌的建構。
本研究從歐萊德個案中發現，透過綠色環保理念作為利基點加強消費者認同，讓歐萊德的產品不只是一般的有機產品，而是落實環保、友善環境的天然品牌，因為做到市場區隔，並建立起差異化的優勢而獨樹一格。此外，本研究並發現，綠色品牌的建構著重於與企業顧客的價值溝通，企業顧客會同時具有B2B模式中對於成本利益之考量以及B2C模式中對於品牌產生認同與忠誠，因此本研究主張，結合B2C與B2B市場對於品牌建構的衡量構面，修改文獻資料，重新建構B2B模式綠色品牌權益模型。
High- Technologies and manufacturing are main factors for the economic development in our societies today. Due to the raise of the pollution in the natural environment, a devastating environmental deterioration has been taking place ever since. In addition to the deterioration, the pollution is affecting people`s lives in a big way, as well as affecting the development of enterprises in a negative way.
In the business world, pollution has caused a tremendous change in the marketing mechanism, and more importantly on the gross profit. Pollution has become a major obstacle in the way for B2B and B2C enterprises. Changes in the business environment so that B2B companies began to focus on the construction of brand equity, and changes in the natural environment so that B2B business strategy to increase gradually through a green advantage. However, the B2B practices, and green brand strategy combines, from their core concept, the comprehensive development of green brands Taiwanese companies instances little.
Therefore, this study found a gap in the industry B2B brand building and development of green marketing strategy, intended to "develop green business how to construct marketing strategies in B2B mode through the brand" as the research questions and Taiwan green brand "O’right " and the cooperation between its green salon will be studied as a case study. B2B brand equity, proposed based on Kuhn et al (2008) model as a basis for the construction, added perspectives" green ", discusses how companies in different stages of the construction of a green brand.
The case study from O’right found a niche as a point through strengthening consumer acceptance of green philosophy. O’right products not only organic products in general, but the implementation of brand natural environment, friendly environment, as do market segments, and to establish differentiated advantages and unique style. In addition, the study found that green brand construction focuses on value communication of B2B customers. B2B customers have both the feature of B2B model to consider the cost and B2C model to consider the brand identity and loyalty. So this study claims, combined B2C and B2B marketplace for brand building measure dimensions, edit documents, green mode reconstruct B2B brand equity model. |
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Agostini,L., Filippini, R., & Nosella, A. (2014). Protecting intellectual property to enhance firm performance: does it work for SMEs?. Knowledge Management Research & Practice.
Baumgarth, C. (2010). “Living the brand”: brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653–671.
Beverland, M. (2005). Creating value for channel partners: the Cervena case. Journal of Business & Industrial Marketing, 20(3), 127-135.
Beverland, M. & Napoli, J. (2007). Branding the business marketing offer: exploring brand attributes in business markets. Journal of Business & Industrial Marketing, 22(6), 394-399.
Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of Research on Green Marketing. Business Strategy and the Environment,18(4), 223–239.
Charter, M. (1992). Greener Marketing – a Responsible Approach to Business. Sheffield: Greenleaf.
Clark, A. (2012). The business case for green marketing. Retrived April 18 , 2015 form: http://www.greenbiz.com/blog/2012/07/18/green-marketing-beyond-consumers
Coddington, W. (1992). Environmental marketing. New York: McGraw-Hill.
Cretu, A.E. & Brodie, R.J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, 36(2), 230-240.
Cronin Jr., J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(1), 158-174.
de Chernatony, L., & Christodoulides, G. (2004). Taking the brand promise online: challenges and opportunities. Interactive Marketing, 5(3), 238–251.
de Chernatony, L., & McDonald, M. (2003). Creating powerful brands in consumer service and industrial markets (3rd Edition). Oxford: Butterworth Heinemann.
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Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1, 24-33.
Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Boston: Pitman Publishing.
Fisk, G. (1974). Marketing and the ecological crisis. London: Harper and Row.
Fuller, D. (1999). Sustainable Marketing: Managerial–Ecological Issues. Thousand Oaks, CA: Sage.
Gordon, G. L., Calantone, R. J., & di Benedetto, C. A. (1993). Brand equity in the business-to-business sector. Journal of Product and Brand Management, 2(3), 4–16.
Gupta, S., Melewar, T. C., & Bourlakis, M. (2010). Transfer of brand knowledge in business-to-business markets: a qualitative study. The Journal of Business and Industrial Marketing, 25(5), 395–403.
Hutton, J. G. (1997). A study of brand equity in an organizational-buying context. Journal of Product & Brand Management, 6(6), 428 - 439.
Hague, P. & Jackson, P. (1994). The Power of Industrial Brands. Maidenhead: McGraw-Hill.
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Marketing. Chicago, IL: AMA.
Hoejmose, S., Brammer, S., & Millington, A. (2012). “Green” supply chain management: The role of trust and top management in B2B and B2C markets. Industrial Marketing Management, 41(4), 609-620.
Jacobe, D. (2009). Small-Business Owners Struggling to Become More "Green". Retrived April 18, 2015 from: http://www.gallup.com/poll/117340/Small-Business-Owners-Struggling-Become-Green.aspx?utm_source=green&utm_medium=search&utm_campaign=tiles
Jinsberg, J. M. & P.N. Bloom (2004). Choosing the Right Green Marketing Strategy. MIT Sloan Management Journal, 79-84.
Keller, K. L. (1993). Conceptualising, measuring and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-19.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. New Jersey：Prentice Hall.
Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control. London: Prentice-Hall.
Kotler, P. & Pfoertsch, W. (2006). B2B Brand Management. Heidelberg: Springer.
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Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001), Principles of marketing. 3rd European ed. Harlow: Prentice Hall; p93.
Kuhn, KA. L., Alpert, F., & Pope, NK. L. (2008). An application of Keller`s brand equity model in a B2B context. Qualitative Market Research: An International Journal, 11(1), 40 - 58.
Lamons, B. (2005). The Case for B2B Branding. Sydney : Thomson.
Low, J. & Blois, K. (2002). The evolution of generic brands in industrial markets: the challenges to owners of brand equity. Industrial Market Management, 31(5), 385-392.
Leek, S. & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Market Management, 40(6), 830-837.
Lynch, J. & de Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. The Journal of Brand Management, 11(5), 403-419.
Lynch, J. & de Chernatony, L. (2007). Winning hearts and minds: business to business branding and the role of the salesperson. Journal of Marketing Management, 23(1), 123–135.
Mcquiston, D. H.(2004). Successful branding of a commodity product: The case of RAEX LASER steel. Industrial Marketing Management, 33, 345–354.
Michell, P., King, J. , & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5), 415-425.
Mirvis, P. H. (1994). Environmentalism in progressive businesses. Journal of Organizational Change Management, 7(4), 82–100.
Mudambi, S. (2002). Branding importance in business-to- business markets: three buyer clusters. Industrial Marketing Management, 31(6), 525-533.
Noah, W. a. B., W. (1994). It`s Not Easy Being Green. Harvard Business Review, 72(3), 46-52.
Ottman, J.A. (1993). Green Marketing: Challenges and Opportunities for the New Marketing Age. Lincolnwood, IL: NTC.
Ottman, J. A. (1998). Green marketing: Opportunity of innovation. Raleigh: Contemporary Publishing Company.
Peattie, K. (1992). Green marketing. London: Pitman Publishing.
Peattie, K. (1995). Environmental marketing management. London: Pitman Publishing.
Peattie, K. (2001). Towards Sustainibility:The third age of Green Marketing. The Marketing Review,2(2),129-146.
Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly,28(2),116-123.
Ries, A. & Trout, J. (2001). Positioning: The Battle for Your Mind. United States:McGraw-Hill
Saad, L. (2013). Americans` Concerns About Global Warming on the Rise. Retrived April 16, 2015 from http://www.gallup.com/poll/161645/americans-concerns-global-warming-rise.aspx?utm_source=Americans`%20Concerns%20About%20Global%20Warming%20on%20the%20Ri&utm_medium=search&utm_campaign=tiles
Schioell, W. F. (1993). Marketing Essentials. Taipei: Hwa Tai Book Company, 155-157.
Schultz, D. E. (2001). Zapping brand heritage. Marketing Management,10(4), 8–9
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19- 35.
Shrivastava, P. (1995). Technological transformation and the new competitive landscape. Strategic Management Journal, 16, 183– 200..
Shipley, D. & Howard, P. (1993). Brand-naming industrial products. Ind Mark Manage, 22(1), 59–66.
Sima, V. (2013). B2B Green Marketing in Romania. Economic Insights‑Trends & Challenges, 2(1), 151– 158.
Smith, T. M. (1998). The Myth of Green Marketing: Tending Our Goats at the Edge of Apocalypse. Toronto: University of Toronto Press.
Wartick, S. L. (2002). Measuring corporate reputation: definition and data. Business andSociety, 41(4), 393–414.
Wilson, E.J. & Woodside, A.G. (2001). Executive and consumer decision processes: Increasing useful sensemaking by identifying similarities and departures. Journal of Business and Industrial Marketing, 16(5), 401-414.
Winter, G. (1988). Business and the Environment. Hamburg: Mc-Graw HillBook Company.
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
101359035 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1013590352 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
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| 035201.pdf | 3410Kb | Adobe PDF2 | 3398 | View/Open |
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