碩士 / 國立中山大學 / 傳播管理研究所 / 102 / Over the last years, Taiwan’s department store industry has suffered from sales slowdown. Low pricing was no longer the guarantee to bolster sales. Department stores start to adopt new marketing strategy by going green for sustainable operation.
This study is conducted through literature analysis and case study. The purpose is to explore how the case company utilizes and integrates its corporate resources on had to reinforce its green power for sustainable operation by using Resources-Based View (RBV).
From the analysis of the interviews, the core competence of the department store are (1) creating topics (2) maintaining green topics (3) going green with no budget limit (4) earnest practices of the whole organization in environmental protection.
With the full support from the management, the case company began to adopt green marketing strategy and successfully create topics to attract consumers’ attention. Then they balanced the old and new resources by identifying the resource loophole and eventually stood out from the competition by adopting green strategy every year. Unfortunately, the company still needs to educate the employees about green concept in order to strengthen its competitiveness.
The results of the research indicate that Green Marketing is a win-win strategy that not only can win good reputation for the company, but also can differentiate from competitors. Consumers are more willing to shop at department stores that go green. Green will be the key to success in the near future.
| Identifer | oai:union.ndltd.org:TW/102NSYS5375009 |
| Date | January 2014 |
| Creators | Shu-Chen Huang, 黃淑貞 |
| Contributors | Pei-How Huang, 黃北豪 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 107 |
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