| Summary: | 碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 102 === Due to global warming and climate changing over the past few years, all countries in the world started to put efforts on protecting this planet. Taiwan government also set up the green building materials mark system in 2006 to require constructors to use a certain percentage of green building materials on any public constructions while applying for licenses. However, the green building materials are still not broadly used in the markets so far on the back of misunderstanding on the products.
Therefore, we completed this thesis base on "Crossing the Chasm" by Geoffrey Moore's theory, applying marketing model into traditional building materials for new products, and came out several market strategies and methods for different consumers. Moreover, this study proves that "Crossing the Chasm" theory can be applied not only in high technology products and support services, but also in the "discontinuous innovation" in traditional industry products. We hope that this thesis is of helpful for promoting green building materials into the mainstream market in the future.
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