從綠色產品生命週期探討法藍瓷之研究

Abstract

本研究探討產品價值鏈如何結合綠色產品生命週期，以品牌行銷聞名的法藍瓷作文個案研究對象，來探究如何運用綠色行銷包裝由綠色設計、綠色生產所製作的綠色產品。其中綠色產品生命週期結合價值鏈為最重要的關鍵，價值鏈中的各個環節的相互配合、遵守節能環保原則，結合綠色產品生命週期，由綠色生產、綠色設計、綠色行銷至綠色產品回收，以法藍瓷為例，探討法藍瓷如何藉由綠色產品生命週期結合價值鏈，創造企業正面形象與競爭優勢。 研究結果顯示法藍瓷唯有透過綠化價值鏈才能提升競爭力，透過綠色產品生命週期的採用，也可提高品牌形象及擴大市場，更可強化積極的正面企業形象。但目前法藍瓷無法將整個生產流程都綠色化，技術也還無法完全配合，但可透過培養綠色企業文化，可強化綠色概念應用至綠色產品生命週期及價值鏈當中，而目前綠色生產剛剛起步，短期之內消費者並不會因法藍瓷的產品綠色生產及綠色設計而因此購買產品，但長期將加值法藍瓷的品牌價值，擴大未來法藍瓷市場價值。

The research focuses on how to combine value chain with green product life cycle. Franz company is famous for brand marketing, we discuss the method how they utilize green marketing to promote green product which is made by green designing and green producing. Particularly, green product value chain combine with green product life cycle which including green design,green produce,green recycle and green marketing are key factors in Franz company. The process which involves in green product value chain has to closely connect to each other and follow to the rule of energy-saving and eco-friendly. We take Franz as an example of this issue how they combine green product value chain with green product life cycle. In the consequence of study, it shows that the only way to raise the ability of competition is to utilize green value chain. Through applying green product lifecycle, it not only can raise the brand image, but also expand the market for the product. Because the technology can’t compatible with the green production process, Franz can’t make all the production process green. Franz can cultivate green organization culture , it can strength green idea applying into green product lifecycle and green value chain. Since green production is just beginning, the consumer won’t buy Franz product due to the green production process in a short time, but in the long term it will add the brand value of Franz.