從綠色經濟角度探討零售業的綠色通路─以A公司為例

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题名:	從綠色經濟角度探討零售業的綠色通路─以A公司為例
作者:	廖惠貞;Liao,Hui-chen
贡献者:	高階主管企管碩士班
关键词:	綠色經濟;綠色商品;零售通路;綠色通路;green economy;green products;retail channels;green channels
日期:	2014-07-15
上传时间:	2014-10-15 15:31:22 (UTC+8)
出版者:	國立中央大學
摘要:	綠色經濟的發展從2008-2009年全球經濟危機後開始被重視，從降低自然資源的損耗到尋找替代能源的開發，我們的節能減碳已經由宣示性的永續觀念，進展到具有商機的經濟行為。各項相關議題如綠色產業、綠色貿易、綠色供應鏈、綠色商品等陸續產生，在於零售業則有「綠色通路」的發展趨勢。近年來有越來越多綠色投資的成功案例，藉以創造新興產業或幫助企業轉型成功，證明能夠兼顧營收並強化競爭力，才是推動綠色經濟及永續發展的最好方法。個案公司具有集團資源的競爭優勢,從差異化的策略出發，努力於建立綠色通路的形象，已經逐漸看到成效。以個案公司執行數年的綠色策略為研究標的，透過訪談及公司資料分析，從內部環境及外部環境的面向，找出尚有不足之處並研擬對策。最後提出以下建議：首先零售業如果要發展綠色通路，必須對於販售的綠色商品有明確的定義，並且要持續維護與宣傳，積極的強化策略意圖以建立獨特的經營模式，善用並整合集團內部及外部資源，則能發想出更多創新的策略。;The financial crisis in 2008-09 triggered the movement of green economic development. Environmental issues have since been taken into seriously consideration, from lowering waste of natural resources to finding alternative power sources. The “green” issues have come a long way, progressed from mere declarative concepts of ever-lasting energies to commercial activities with business opportunities. Every related aspect, like green industries, green trading, green supply chains and green commodities are emerging on the business radar. As for the retailing business, “green channels” are also evolving rapidly. There have been many successful examples of green projects in recent years, proving that the green concept is viable in the business context. Successful emerging business and business model innovations both help to confirm that that “green” is not only a moral issue, but can also an effective way to strengthen competitiveness. This study investigates the status of green channel activities for Company A, and attempts to identify deficiencies and to develop countermeasures, and provide suggestions for future development. Company A is a major retailer in Taiwan which plunged into the green movement. It is a conglomerate with strength in different areas, and thus has an advantage of economy of scope, and availability of resources from different companies in the group. Starting from differential tactics, and keep on establishing image of green channels, it now appear to have a fruitful result. This study collected data through company documents and in-depth interviews, and analyzed the collected data from different angles, including internal conditions and external environment, this research target on finding. In conclusion, this study proposes the following. First, Company A has to make a clearer definition of their green products to be sold. Second, it has to keep up with the activities in maintaining its green image through promotions. Finally, it should launch more pro-aggressive strategies in green channels, to establish a unique business model, utilize and integrating and leveraging resources in and out of the business group, and lead to more innovative actions.
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