An integrated selling strategy for launching a new component of the building materials- H company as an example

• Main Authors: Yu-lin Chang, 張瑜玲
• Other Authors: Pei Chao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6b6t6y

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === Because of the change in societal norms and the approval of new regulations on indoor air pollution, relevant companies to interior design and construction companies must take these new trends into consideration while formulating their strategies. As the result, environmental friendly and non-hazardous materials have become the priority of future developments. Nevertheless, the realization of going green has not yet become the mainstream in Taiwan although we can see some initiatives. We have seen a lot of studies which have focused on hazardous materials and their harms on human body; however, research on user''s characteristics and purchase decisions have often been neglected. Although the government has proposed, the use of green and non-hazardous materials is still a free choice behavior to the consumers. Therefore, it is important for both government and industries to understand consumer willingness and to enhance their knowledge on this important issue. The aims of this paper are to separate a whole industrial value chain into several business exchange models (e.g., B2B and B2C). By using the different models, this study further analyzed how organizational buyers and individual consumers reacted to the market-launching strategies of a new building-material component. As the consumption patterns are changing rapidly with the popularity of online shopping in the Age of Internet, the information sharing has also became the important tool to understand/predict market behaviors. Lastly, how to utilize these changes in market and industry to develop consumer awareness is also the main objective in my research.