綠建材的市場推廣－導入［跨越鴻溝］的行銷策略

Abstract

近年來由於全球暖化、地球氣候變遷，世界各國無不為了保護地球而做最大的努力。我國自從民國95年起制定綠建材標章制度後，開始規範申請使用執照的公共建築物，都需使用一定比例的綠建材。但在經過將近十年的努力後，綠建材在社會大眾的認知中仍屬於新興產品，因此目前綠建材仍未大量使用於主流市場之中，甚至在大眾觀感中有些許的誤解。 本研究透過Geoffrey Moore的「跨越鴻溝」理論，將架構與行銷模式套用於傳統建材的新興產品中，針對不同區塊的消費族群擬定策略與方法，並且證明「跨越鴻溝」理論不但可應用於高科技產品或支援服務，也可運用在「不連續創新」的傳統產業產品，繼而期望本研究可供未來廠商將綠建材相關產品推入主流市場中，作為行銷策略中的參考。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.