| Summary: | 碩士 === 國立交通大學 === 科技管理研究所 === 99 === 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.
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