博碩士論文 etd-0823110-102037 詳細資訊


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姓名 幸世平(Shih-Ping Hsing) 電子郵件信箱 E-mail 資料不公開
畢業系所 高階經營碩士班(EMBA)
畢業學位 碩士(Master) 畢業時期 98學年第2學期
論文名稱(中) 綠建築產品策略之研究
論文名稱(英) Green Building Product Strategies
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    摘要(中) 摘 要
    本文探討議題為綠建築產品策略,主要研究的對象屬新建建築與既有建築,雖然綠建築在國際上與國內官方受到起碼的重視與推廣,但現有的業者有多種的原因或理由,難以全力的投入,這就是本文研究的核心。
    綠建築在政府的推動下,新建建築由原先的七項指標提升到九項指標,使得政府法令與自然生態與環保更趨完善,但不表示整體的綠建築已上正常軌道,仍有待產官學多方推動。
    研究顯示,綠建築全面推動的最大阻礙,就是綠建築技術與價格,綠建築技術取得困難,阻礙了參與業者,綠建築的價格,不論是成本或是售價,以現階段而言,都是必須克服的最重要的課題。
    透過了資料蒐集與分析、專家訪談、個案參訪的過程中,只要有預算的考量下,基本上不會考量綠建築的興建,所現有推展最快速的就是政府機構的公家建築與大型電子業或製造業,其興建的建造費用金額會在一定年限的回收,才有投入的可能性,因此,綠建築技術由於個案的單純與稀少,也導致綠建築技術與綠建材發展的遲緩。
    但是由於外在的自然環境與氣候不斷的改變、消費者對住宅產品的健康性需求改變,形成了綠色產品,透過綠色消費與綠色行銷,達成了綠建築產品策略的綠色行銷目的。
    此外綠建築產品中的新技術不斷產生與改變,以及既有建築可脫胎換骨的`機會來臨,造就了未來綠建築為地球永續生存的契機,也留給了在這地球上生物與非生物永久發展的基地。
    關鍵字:綠建築、綠色消費、綠色行銷、新建建築、既有建築
    摘要(英) Abstract
    The issue article discusses is the strategy of green building products, whose main targets are categorized new-built buildings and at-hand buildings. Although green buildings have been elementarily valued and got promoted internationally and officially, the present employers have too many reasons or causes to be engaged in it. That’s the core that the articles study.
    With the promotion of the government, new-built green buildings have risen to the nine-itemed index from the former seven-itemed index, which make the government laws and environmental protection more perfect, but this doesn’t mean the whole green buildings have walked into the right path, and need more push from the producers, government, and academies.
    The study suggests that the biggest obstacle for the overall green building promotion is the technology and price. The hard obtainment of the former blocks the participants, while the cost or the selling price of the latter is also the most important issue to overcome in term of the present stage.
    Through the data collection and analysis, expert interview, and the individual case visit, if there is a budgeted consideration, people basically won’t take into account the establishment of green buildings. The fastest promotion is about the government organization official buildings, large electronic industry, or manufacturing industry. The building expenses will be taken back within the limited years, and it is likely to be involved in them. Therefore, the skills of the individual green building case are so simple and rare that further leads to the delay of the skills and development of green buildings.
    But due to the external natural environment and continuingly changing climate, consumers’ needs for the healthful characteristic of residential products change, and then green products form. Through the green consumption and green sales, which achieve the green selling purpose of the strategy about the green building products?
    Furthermore, the new skills among green building products go on coming about and changing and internationally Germany has become the world-wide first country to reach the goal of reducing air release from the greenhouses in the Kyoto Negotiation Book, which becomes the greenest country. Also, America proposes the LEED certificate (green house rating system), which is just like the internationally interchangeable standard for the green buildings. America and strictly legislative Germany both own the critical points about the green economy launch. Based on all above mentioned, which can bring new thought and mirror for the local. That can offer the reborn chance to the at-hand buildings, and bring up future green buildings to be the turning points of global forever surviving. Meanwhile, it leaves creatures and non creatures of the planet a ever-developing base as well. 
    Key words: green building, green consumption, green sales, new-built buildings, at-hand buildings
    關鍵字(中)
  • 綠建築
  • 既有建築
  • 新建建築
  • 綠色行銷
  • 綠色消費
  • 關鍵字(英)
  • at-hand buildings
  • green building
  • green consumption
  • new-built buildings
  • green sales
  • 論文目次 目  錄
    第一章 緒論 9
    第一節 研究背景 9
    第二節 研究動機 13
    第三節 研究目的與步驟 15
    第二章 文獻回顧 17
    第一節 綠建築文獻回顧 17
    第二節 綠色行銷文獻回顧 21
    第三章 台灣綠建築之現行法規探討與政府推動方向 26
    第一節 國內法規沿革及意涵探討 29
    第二節 政府現行綠建築推動方向 30
    第四章 研究方法 52
    第一節 國內法規沿革及意涵探討 52
    第二節 分析架構與個案參考 55
    第五章 現行綠建築與一般建築產品策略之比較 57
    第一節 綠建築產品現況分析 57
    第二節 市場現況分析 64
    第六章 台灣綠建築之產品行銷策略 72
    第一節 現行綠建築行銷作法之檢討 74
    第二節 行銷策略之規劃(情勢分析、STP) 85
    第三節 綠建築行銷策略之產品 102
    第四節 綠建築產品策略之未來發展 115
    第七章 結論與建議 123
    第一節 結論 123
    第二節 建議 125
    參考文獻 128


    表目錄
    表3-1 綠建築九大評估指標系統、排序與地球環境關係 31
    表3-2 綠建築三階段評估法概要 32
    表3-3 生物多樣性指標簡易查核 34
    表3-4 國內外每人已開闢建公園綠地面積統計 35
    表3-5 各種植栽單位面積二氧化碳固定量Gi(kg/m2) 36
    表3-6 綠化量指標簡易查核 36
    表3-7 基地保水指標簡易查核 38
    表3-8 日常節能指標簡易查核 40
    表3-9 二氧化碳減量指標簡易查核 44
    表3-10 廢棄物減量指標簡易查核 45
    表3-11 室內環境指標簡易查核 47
    表3-12 水資源指標簡易查核 50
    表3-13 污水及垃圾改善指標簡易查核 51
    表4-1 專業及一般人士訪談計劃進度表 53
    表5-1 行銷組合延伸出的行銷歷程分析 60
    表5-2 生態設計與傳統設計的議題方向差異 70
    表6-1 策略行銷與行銷管理的主要差異 73
    表6-2 SWOT分析的架構 88
    表6-3 綠建築之優劣勢分析檢核 90
    表6-4 產品生命週期特徵、目標與策略 114

    圖目錄
    圖5-1 行銷組合的4P 66
    圖5-2 消費者驅引的行銷策略 68
    圖6-1 管理行銷策略及行銷組合 72
    圖6-2 消費者如何做產品與服務的決策 76
    圖6-3 購買者決策過程 76
    圖6-4 需求確認 77
    圖6-5 資訊搜尋 78
    圖6-6 方案評估 79
    圖6-7 購買 80
    圖6-8 消費與消費後評估 82
    圖6-9 策略行銷的過程 85
    圖6-10 市場區隔、選擇目標市場及定位 91
    圖6-11 選擇目標市場的策略 98
    圖6-12 新產品發展的主要步驟 103
    圖6-13 產品生命週期與銷售及利潤的關係 111
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    口試委員
  • 梁定澎 - 召集委員
  • 徐守德 - 委員
  • 梁慧玫 - 指導教授
  • 黃俊英 - 指導教授
  • 口試日期 2010-06-27 繳交日期 2010-08-23

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