政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104646
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113451/144438 (79%)
造訪人次 : 51297193      線上人數 : 857
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104646


    題名: 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
    作者: 林愷恬
    Lin, Kai-Tien
    貢獻者: 張瑜倩
    Chang, Yu-Chien
    林愷恬
    Lin, Kai-Tien
    關鍵詞: B2B
    綠色行銷
    品牌權益建構
    B2B
    green marketing
    brand equity construct
    日期: 2016
    上傳時間: 2016-12-07 10:52:10 (UTC+8)
    摘要: 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.
    參考文獻: Aaker, D.A. (1996). Building Strong Brands. New York: Free Press.

    Abratt, R. (1986). Industrial buying in high-tech markets. Industrial Marketing Management, 15(4), 293-298.

    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.

    Dugan, A. (2015). Americans Choose the Environment Over Energy Development. Retrived April 16, 2015 from: http://www.gallup.com/poll/182402/americans-choose-environment-energy-development.aspx?utm_source=Americans%20Choose%20the%20Environment%20Over%20Energy%20Devel&utm_medium=search&utm_campaign=tiles

    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.

    Henion, K. E. & Kinnear, T. C. (1976). Ecological Marketing. American Marketing Association’s (AMA’s) First National Workshop on Ecological
    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.

    Kotler, P. & Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357-362.

    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.

    Aaker, D.A. (1996). Building Strong Brands. New York: Free Press.

    Abratt, R. (1986). Industrial buying in high-tech markets. Industrial Marketing Management, 15(4), 293-298.

    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.

    Dugan, A. (2015). Americans Choose the Environment Over Energy Development. Retrived April 16, 2015 from: http://www.gallup.com/poll/182402/americans-choose-environment-energy-development.aspx?utm_source=Americans%20Choose%20the%20Environment%20Over%20Energy%20Devel&utm_medium=search&utm_campaign=tiles

    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.

    Henion, K. E. & Kinnear, T. C. (1976). Ecological Marketing. American Marketing Association’s (AMA’s) First National Workshop on Ecological
    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.

    Kotler, P. & Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357-362.

    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.

    中文部分
    Green Inside (2015)。全球溫室氣體排放總量踩煞車　二氧化碳濃度仍持續創新高。瀏覽日期：2015年4月1日，網址：http://www.greeninside.com.tw/?p=3436。

    MBA智庫(2014)。購買行為。瀏覽日期：2015年7月17日，網址：http://wiki.mbalib.com/zh-tw/购买行为。

    Yeh, D. (2012)。SOP - 定位Positioning， 一個有效又快速的溝通方法。瀏覽日期：2015年7月17日，網址：http://sop5913.blogspot.tw/2012/11/positioning.html。

    丁天奎(1992)。打開綠色行銷的寶盒。震旦月刊, 256, 6-7。

    石文新(譯) (1999)。綠色行銷：企業創新的契機(原作者：Ottman, J.A.)。臺北：商周。(原著出版年：1998)

    石惠君(2011)。史上最完美高科技要素品牌行銷－「內建英特爾」(Intel Inside)個案分析。國立中央大學產業經濟研究所碩士論文，未出版，桃園縣。

    台灣服務貿易商情網(2013)。美容美髮產業簡介。瀏覽日期：2015年6月30日，網址：http://www.taiwanservices.com.tw/org2/111/DetailProperty_view/zh_TW

    台東環盟(2013)。台東美麗灣渡假村大事紀。瀏覽日期：2015年5月30日，網址：http://www.tepu.org.tw/?p=9233

    朱麗真(譯)(2009)。綠色復甦時代(原作者：三橋規宏)。臺北：商周。(原著出版年：2006)

    行政院主計處(2011)。中華民國行業標準分類(第9次修訂)。瀏覽日期：2015年4月3日，網址：http://www.dgbas.gov.tw/public/Attachment/342210594471.pdf

    汪怡瑋(2011)。以顧客為基礎的品牌權益-以太陽劇團為例。國立中央大學產業經濟研究所碩士在職專班碩士論文，未出版，桃園縣。

    沈美利(2010)。美髮業服務創新與行銷專案管理推動之研究-以三奇髮型公司為例。國立高雄應用科技大學企業管理系碩士在職專班碩士論文，未出版，高雄市。

    吳凱琳(2005)。誰說口碑行銷一定有效。Cheers快樂工作人雜誌。瀏覽日期：2015年7月16日，網址：http://www.cheers.com.tw/article/article.action?id=5024193。

    杜瑞澤 (2003)。ISO14000環境管理系統標準觀點探討綠色產品永續設計。環保月刊，3(1)，57-67。

    何秀玲(2012)。聲音的幕後英雄 杜比善用核心競爭力。經濟日報．瀏覽日期：2015年7月30日，網址：https://www.ptt.cc/bbs/Theater/M.1345460351.A.97C.html

    周月英(1992)。權利與義務齊飛。廣告雜誌，13，64-74。

    林亭汝、謝光偉、游雅雯(2007)。以品牌權益觀點探討 B2B 品牌經營之關鍵成功要素。亞太經濟管理評論，11(1)，87-118。

    相元翰(2008)。綠色行銷下消費者之綠色消費行為分析。國立交通大學交通運輸研究所碩士論文，未出版，新竹市。

    洪慧芳(譯)(2009)。綠色商機(原作者：Esty, Daniel C. & Winston, Andrew S.)。臺北：天下文化。(原著出版年：2009)

    洪敏隆(2015)。台積電中科案　環團居民今提撤銷環評訴願。瀏覽日期：2015年5月3日，網址：http://www.appledaily.com.tw/realtimenews/article/new/20150402/585616/。

    祝海波(2005)。商場感性商品的營銷策略研究。商場現代化，4，26-27。

    胡憲倫、許家偉、蒲彥穎(2006)。策略的企業社會責任: 企業永續發展的新課題。應用倫理研究通訊，40，37-50。

    桃園市政府經濟發展局(2014)。優良企業介紹。瀏覽日期：2015年4月3日，網址：http://vsip.tycg.gov.tw/planinfo.aspx?pid=25&cid=52&v=&p=AC5D691AC64B971D。

    黃俊英 (1994)。有環保概念的綠色行銷。卓越雜誌，9，147-149。

    黃靖萱、王曉玟(2011)。台灣40大集團搶攻綠色商機。天下雜誌。瀏覽日期：2015年7月16日，網址：http://www.cw.com.tw/article/article.action?id=5002408。

    張隆盛(2003)。我國永續發展的問題與挑戰。瀏覽日期：2015年7月12日，網址：http://old.npf.org.tw/monthly/0301/theme-263.htm。

    張雯雯(2004)。綠色行銷模式之研究。私立大葉大學事業經營研究所碩士論文，未出版，彰化縣。

    張寶誠(2012)。創新經營／企業社會責任 獲利方程式。瀏覽日期：2015年7月2日，網址：http://blog.csrone.com.tw/?p=1130。

    陳義興(2001)。不同環保態度的消費者對綠色行銷的反應。國立交通大學管理學院管理科學學程碩士論文，未出版，新竹市。

    陳清環(2011)。各國環保標章發展及現況介紹。瀏覽日期：2015年6月30日，網址：http://www.taftw.org.tw/TAF_Templates/newsletter/TAF_NL_CP_4.aspx?dbid=3098768327。

    陳文輝、莊敏芳、陳思潔(2008)。聯合國跨政府氣候變遷小組(IPCC) 2007 年評估報告(決策者摘要版)。瀏覽日期：2015年7月3日，網址：http://proj.tgpf.org.tw/ghg/files/F/%C1p%A6X%B0%EA%B8%F3%ACF%A9%B2%AE%F0%AD%D4%C5%DC%BEE%A4p%B2%D5(IPCC)2007%A6~%B5%FB%A6%F4%B3%F8%A7i(%A8M%B5%A6%AA%CC%BAK%ADn%AA%A9).pdf。

    陳曉玫(2013)。以人口遷徙理論探討顧客由網路零售至網路團購之轉換意圖。私立中國文化大學新聞暨傳播學院資訊傳播學系碩士論文，未出版，台北市。

    許瑞林(2011)。美髮沙龍創業一本通。台北：金塊文化。

    產業永續發展整合資訊網(2011)。飛利浦電子公司之產品綠色創新。瀏覽日期：2015年7月1日，網址：http://proj.ftis.org.tw/isdn/News/Detail/52EC4DF9657F8128。

    舒馨慧(2009)。綠色消費與綠色行銷整合建構環保商品開發行銷新策略。私立大葉大學設計暨藝術學院碩士論文，未出版，彰化縣。

    詹少青(2012)。【案例】Honest Tea：「誠實」茶的誠實營銷。瀏覽日期：2015年4月1日，網址：http://www.hksilicon.com/kb/articles/85851/Honest-Tea。

    董珮真(2010)。從供應鏈把產品做「綠」 歐萊德 成功打造綠色品牌。TRADE MAGAZINE，第230期，40-43。

    經濟部投資業務處(2012)。The Body Shop美體小舖-從一家小店鋪到全球知名綠色品牌。瀏覽日期：2015年4月1日，網址：http://csr.moea.gov.tw/cases/cases_content.aspx?ID=MjAwMDA2Mw==。

    經濟部投資業務處(2012)。肯夢AVEDA-綠色消費也能很美麗。瀏覽日期：2015年6月30日，網址：http://csr.moea.gov.tw/cases/cases_content.aspx?ID=MjAwMDA1Nw==。

    維基百科(2014)。漂綠。瀏覽日期：2015年6月30日，網址：https://zh.wikipedia.org/wiki/漂綠

    廖家新(2003)。台灣地區消費者對綠色產品的認知與購買行為之調查研究。國立高雄師範大學環境教育研究所碩士論文，未出版，高雄市。

    廖雪雲(1994)。企業綠色行銷評鑑指標建立之研究。國立臺灣大學商學研究所碩士論文，未出版，臺北市。

    熊毅晰(2011)。歐萊德攻佔髮廊　全靠綠策略。天下雜誌。瀏覽日期：2014年7月16日，網址：http://www.cw.com.tw/article/article.action?id=5012486。

    劉建芬(2005)。綠色營銷呼喚綠色公關。集團經濟研究, 11X, 99-100。

    劉震興(2013)。綠色行銷模式探討-以歐萊德國際公司為例。國立中興大學高階經理人碩士在職專班碩士論文，未出版，台中市。

    劉志明、劉英麗(2004)。沃爾瑪：低價再低價的背後。瀏覽日期：2015年7月18日，網址：http://news.sina.com.cn/c/2004-03-18/18403040291.shtml。

    蔡明峰(2011)。不環保標章資訊對消費者行為影響之研究。國立中央大學資訊管理學系碩士論文，未出版，桃園市。

    數位時代(2007)。WAL-MART。瀏覽日期：2015年7月13日，網址：http://www.bnext.com.tw/article/view/id/9295

    歐萊德(2011)。歐萊德綠色包裝與碳足跡經驗分享簡報。瀏覽日期：2015年6月20日，網址：https://www.google.com.tw/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved=0CCsQFjADahUKEwjditX-qObGAhXHJ5QKHe7HDBA&url=http%3A%2F%2Fco2neutral.epa.gov.tw%2F%255CContent%255Cuploads%255C2011%25E3%2580%258C%25E9%2582%2581%25E5%2590%2591%25E7%25A2%25B3%25E4%25B8%25AD%25E5%2592%258C%25E8%25AB%2596%25E5%25A3%2587%2520%2520%25E3%2580%258D%25E7%25B6%2593%25E9%25A9%2597%25E5%2588%2586%25E4%25BA%25AB-%25E5%2589%25AF%25E7%25B8%25BD-20110906%5B1%5D.ppt&ei=iiKrVd2dPMfP0ATuj7OAAQ&usg=AFQjCNFkYD_6Fi5Ng-SzOxxolxXvObLbmg&sig2=ETsEBgPI9WY3sMs3i0TNxw

    歐萊德(2011)。瓶中樹分解實錄。瀏覽日期：2015年6月20日，網址：www.oright.com.tw/ch/event/treeBottle/documentary.html
    描述: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    101359035
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1013590352
    資料類型: thesis
    顯示於類別:[科技管理與智慧財產研究所] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    035201.pdf3410KbAdobe PDF23398檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋