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| Title: | 再生塑膠製造商之 B2B 行銷策略分析 —以台灣中小型企業 Y 公司為例
B2B Marketing Analysis of PCR Plastic Manufacturers - Taking Company Y in Taiwan as an example |
| Authors: | 賴禹任
LAI, YU-JEN |
| Contributors: | 黃正忠
黃家齊
Huang, Cheng-chung
Huang, Jia-Chi
賴禹任
LAI, YU-JEN |
| Keywords: | 塑膠製造商
B2B 行銷
PCR 再生塑膠
策略行銷 4C
BCG 矩陣
Plastic Manufacturers
B2B Marketing
PCR Recycled Plastic
Strategic Marketing 4C
BCG Matrix |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:11:45 (UTC+8) |
| Abstract: | 台灣在塑膠產業中扮演著非常重要的角色，涵蓋了從石油化工到塑料加工 再到橡膠製造等多個領域，本論文旨在深入研究再生塑膠製造商在國際減碳政 策執行及成本優勢降低環境下的 B2B 行銷策略，本研究將收集國際及國內之相 關減塑政策、分析各大領域利害關係人之見解，並以已經營運三十幾年且財務 健全，在此產業中有一定的核心競爭力的台灣中小型塑膠製造商為例，透過 4C 行銷策略、BCG 矩陣及 B2B 推拉策略進行分析，為台灣的塑膠產業提供可行的 參考方向，同時也為全球循環經濟的推動貢獻一份努力。
研究發現，品牌公司採用再生塑膠的主要驅動力在於消費者對再生塑膠產 品接受度的提升，而非法律規範的要求。因為無論是國際或國內法規，目前皆 以鼓勵性質為主，尚未明確規定具體的要求，且在執行方面也存在困難。然而， 隨著環保法規的日益完善以及市場需求的增長，再生塑膠的重要性將日漸顯著。
鑑於 2050 年實現淨零碳排的全球趨勢，再生塑膠的需求預計將大幅增加， 這是台灣再生塑膠製造商進入全球綠色供應鏈的重要機會，對於品牌公司而言， 使用再生材料已不僅僅是成本考量，更是提升企業環保訴求的重要策略，再生 塑膠製造商應當把握這一趨勢，投入更多資源於 B2B 行銷策略，提升各品牌公 司對再生塑膠的興趣和使用意願，促進整體產業的循環經濟發展。
Taiwan plays a crucial role in the plastic industry, covering multiple sectors from petrochemicals to plastic processing and rubber manufacturing. This thesis aims to investigate the B2B marketing strategies of recycled plastic manufacturers under the execution of international carbon reduction policies and the environment of reduced cost advantages. The study will collect both international and local policies on plastic reduction, analyze the perspectives of major stakeholders in various fields, and take as a case study of Taiwanese small and medium-sized plastic manufacturers that have been operating for over thirty years, which holds a core competitive position in this industry. Through the analysis using the 4C marketing strategy, BCG matrix, and B2B push-pull strategies, this research intends to provide a viable direction for the industry. This is not only significant for the development of Taiwanese plastic manufacturing industry but also contributes to the promotion of global circular economy.
The research finds that the primary driving force behind brand companies' use of recycled plastics is the increased acceptance of recycled plastic products by consumers, rather than legal requirements. Currently, both international and domestic regulations are mostly encouraging in nature, lacking specific requirements, and facing challenges in enforcement. However, with the gradual improvement of environmental regulations and the growing market demand, the importance of recycled plastics will become increasingly prominent.
Given the global trend towards achieving net-zero carbon emissions by 2050, the demand for recycled plastics, and bioplastics is expected to continue to increase. This provides a significant opportunity for Taiwanese SME plastic manufacturers to enter the international sustainable supply chain. Recycled plastic manufacturers should invest more resources into B2B marketing strategies to enhance their brand strength and visibility, thereby increasing brand companies’ interest to use recycled plastic materials, thus promoting the overall industry toward a more sustainable direction. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363045 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363045 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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