| Summary: | 碩士 === 育達商業科技大學 === 行銷與流通管理所 === 99 === Companies cannot ignore the importance of climate change, environmental pollution, labor safety, prdocut quality and corporate governance in the quick changeable environment. WBCSD (World Business Council for Sustaibable Development) in 2001 propose that CSR (Corporate Socail Responsibility) has been acted as a key issue in the public policy for gov-ernments.
In the CSR, it has been putting more emphasis on environmental protection; as a result, the environmental laws are therefore more stickly. It means that corporates cannot ignore the issues of environmental protection. In contrast, companies should put environmental protec-tion into the missions and therefore act as the competitive advantage for the company. In real-ity, companies can innovate more environmental friendly products to enhance green com-petiveness for everlasting management. Corporate imange and product competiviness can be enhanced by innovating with green marketing. Thereofore, this research tries to uncover the corporate green strategies for banks in Taiwan.
This study adopts a qualitavie method, taking Megabank, Shanghai Commercial and Saving Bank, and Standardchartered for a comparative study. By a semi-structured indepth interviewing, cases were cross analysis trying to discover the simailarites and differences be-tween eahc.
The findings suggest that the concept of green marketing is still at developing stage. Under the government and public pressures, banks have already paid more attentions to the issues of CSR and issue CSR report periodically to communicate with the stakeholders. Four key issues, environmental protection, energy saving, recovery using and social participation are especially emphasized by banks. Therefore, we suggest that banks not only pay money to fulfilled this responsibility but also educate the public. Only by innovate with green concept, the benefits just can be share by enterprises, countries, individuals and the earth.
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