發(fā)布時間：2018-06-07 18:17

  本文選題：綠色品牌 + 綠色產(chǎn)品　； 參考：《山東大學(xué)》2010年博士論文

【摘要】：任,綠色認證在指示綠色購買過程中發(fā)揮獨特的作用；被調(diào)查者綠色產(chǎn)品認證認知水平總體偏低,分布不平衡,認證計劃宣傳力度因認證市場結(jié)構(gòu)不同而不同；綠色認證計劃之間存在某種程度的競爭,使得消費者對綠色認證的認知模糊和混亂,提高了選擇成本。本文認為,綠色消費是適應(yīng)性學(xué)習(xí)型消費,消費者可以通過學(xué)習(xí)、改善條件,提高購買綠色產(chǎn)品的頻率；企業(yè)應(yīng)選擇通過消費者信得過的、權(quán)威的綠色認證,提高綠色產(chǎn)品的質(zhì)量水平,提高綠色產(chǎn)品的綠色品牌品類度,并運用正確的綠色品牌策略充分地展示給消費者,降低消費者綠色購買成本。 本文對企業(yè)綠色品牌建設(shè)決策進行了分析,建立了企業(yè)綠色化水平最優(yōu)決策解釋模型,對于普通企業(yè)來說,綠色認證的政府監(jiān)管是維系其真實綠色化水平的主要力量,而對于品牌信譽卓著的企業(yè)來說,除了政府監(jiān)管,虛假綠色化之品牌信譽損失風(fēng)險將抑制企業(yè)用傳統(tǒng)產(chǎn)品假冒綠色產(chǎn)品的動機。品牌信譽卓著的企業(yè)雖然綠色化水平總體上可能不高,但與普通中小企業(yè)相比更可能采取真實綠色化策略。對綠色認證制度設(shè)立管理機構(gòu)來說,為了保障綠色認證制度的有效性,首要的是要保證綠色認證計劃對品牌信譽卓著企業(yè)具有吸引力。本文對企業(yè)綠色認證制度選擇影響因素進行了分析,提出了應(yīng)遵循的選擇原則。本文以山東省綠色食品生產(chǎn)企業(yè)為調(diào)查對象,進行了綠色品牌建設(shè)調(diào)查,發(fā)現(xiàn)：企業(yè)制定實施綠色品牌戰(zhàn)略的主要動因是提高持續(xù)競爭力和擴大市場份額,企業(yè)塑造綠色品牌是企業(yè)自主選擇的超越政府規(guī)制的行為；企業(yè)綠色品牌建設(shè)策略選擇中,主要策略就是尋求通過權(quán)威的第三方認證,其次為綠色廣告、戰(zhàn)略聯(lián)盟等；企業(yè)在尋求綠色認證過程存在某種順序規(guī)律性,在綠色管理體系認證方面,由于成本和程序的影響,企業(yè)一般先尋求通過ISO9000管理體系認證,然后是HACCP認證,再到ISO14001認證；在綠色產(chǎn)品認證方面,隨著綠色安全性和認證費用的提高,呈現(xiàn)出較弱的從無公害農(nóng)產(chǎn)品到綠色食品再到有機食品的順序規(guī)律性；被調(diào)查企業(yè)往往采取的是局部綠色化策略,為綠色認證產(chǎn)品單獨注冊產(chǎn)品品牌的企業(yè)也很少；綠色認證監(jiān)管頻率非常低,獲證企業(yè)綠色產(chǎn)品生產(chǎn)幾乎完全依靠自覺主動性來超越強制標(biāo)準(zhǔn),存在機會主義行為空間。 第三方綠色認證具有信任屬性,行業(yè)性的質(zhì)量安全事故,給了我們考察該行業(yè)綠色認證制度是否有效的機會。本文通過對2008年乳制品行業(yè)三聚氰胺污染事件進行考察,以政府抽檢到的奶粉生產(chǎn)企業(yè)為樣本,搜集相關(guān)數(shù)據(jù),運用定量分析方法,對相關(guān)認證制度在預(yù)防控制三聚氰胺污染方面的有效性進行了分析。研究發(fā)現(xiàn),ISO9000質(zhì)量管理體系認證、HACCP危害分析與關(guān)鍵控制點認證在降低三聚氰胺污染風(fēng)險方面沒有發(fā)揮明顯的積極作用,ISO14001環(huán)境管理體系則提高了三聚氰胺污染風(fēng)險。第三方管理體系認證制度的集體失效說明,中國認證認可監(jiān)管工作需要進行進一步的革新和提高,政府應(yīng)不失時機地對認證機構(gòu)予以整頓,促使第三方認證機構(gòu)擔(dān)負起社會監(jiān)管責(zé)任,與企業(yè)一道建立綠色管理體系和綠色產(chǎn)品體系。對于謀求建立綠色品牌的企業(yè)而言,更要處理好質(zhì)量和發(fā)展的關(guān)系,控制盲目擴張沖動,不僅要嚴(yán)格遵守國家強制標(biāo)準(zhǔn),而且要依據(jù)自愿選擇的第三方認證標(biāo)準(zhǔn)進行實質(zhì)認證、誠實貫標(biāo),建立嚴(yán)格的產(chǎn)品質(zhì)量控制和流程管理體系,提供優(yōu)質(zhì)綠色產(chǎn)品,提高綠色品牌品類度,降低消費者的選擇成本,在確保綠色安全的基礎(chǔ)上,謀求競爭力提升和市場份額的拓展,最終實現(xiàn)綠色和發(fā)展的“雙贏”。 本文的主要貢獻在于：(1)根據(jù)品牌經(jīng)濟學(xué)選擇成本分析范式提出,綠色品牌是提高消費者綠色消費信任、降低消費者選擇成本的手段,第三方綠色認證是綠色品牌發(fā)展的基礎(chǔ)性制度安排,綠色品牌是綠色認證俱樂部品牌和獲證企業(yè)品牌組成的聯(lián)合品牌；(2)運用俱樂部理論和博弈分析方法,構(gòu)建了壟斷市場認證計劃和競爭市場認證計劃質(zhì)量保證博弈模型,提出在發(fā)揮政府監(jiān)管機制的同時,利用認證俱樂部品牌聲譽來保證認證機構(gòu)實施實質(zhì)認證策略,保證綠色認證信號的質(zhì)量；(3)提出消費者綠色購買不是單次決策而是頻率選擇行為,建立了消費者綠色購買頻率選擇模型,并對影響因素進行了實證檢驗；(4)建立了企業(yè)綠色化水平?jīng)Q策的最優(yōu)選擇模型,提出在政府不完全監(jiān)管條件下,企業(yè)品牌聲譽都能促進企業(yè)采取真實綠色化策略；(5)首次在行業(yè)層次上,對綠色認證制度的有效性進行了評價,利用二元選擇模型對乳制品行業(yè)三聚氰胺事件的影響因素進行分析,發(fā)現(xiàn)各種綠色管理體系在降低企業(yè)三聚氰胺污染方面沒有發(fā)揮積極作用,有的反而發(fā)揮了負面作用,提高了污染風(fēng)險。 本文的研究結(jié)論是,綠色品牌是企業(yè)的一個追求目標(biāo),完美的綠色品牌幾乎不存在,通過建立可信的綠色認證制度和綠色信號發(fā)送機制,可以引導(dǎo)更多的企業(yè)走向綠色品牌的自由王國。
[Abstract]:Green certification plays a unique role in the process of indicating green purchase; the cognitive level of green product certification of the respondents is generally low and uneven, and the publicity of the certification scheme is different because of the different certification market structure; there is a certain degree of competition between green certification schemes, which makes the consumers' cognitive model for green certification. This paper believes that green consumption is adaptive learning consumption, and consumers can improve the frequency of buying green products through learning, improving conditions and improving the frequency of green products. Enterprises should choose the green certification, improve the quality of green color products and improve green brand of green products. Category, and use the correct green brand strategy to fully display to consumers, reduce consumers' green purchase cost.
This paper analyzes the decision making of green brand construction in enterprises and establishes the optimal decision interpretation model of enterprise green level. For ordinary enterprises, the government supervision of green certification is the main force to maintain its true green level, and for enterprises with outstanding brand reputation, in addition to the government supervision and false green brand, Credit loss risk will inhibit the motivation of enterprises to use traditional products to counterfeit green products. Although the brand reputable enterprises may not have high green level in general, they are more likely to adopt a real green strategy compared with ordinary small and medium-sized enterprises. For the establishment of green certification system, the effective green certification system is effective in order to ensure the effectiveness of the green certification system. The first thing is to ensure that the green certification scheme is attractive to the reputation of the brand. This paper analyzes the influencing factors of the selection of green certification system in the enterprise, and puts forward the selection principles to be followed. In this paper, the green food production enterprise in Shandong province is investigated and the green brand construction survey is carried out, and the enterprise system is found. The main reason for the implementation of the green brand strategy is to improve the sustainable competitiveness and expand the market share. The enterprise to shape the green brand is the behavior that the enterprise chooses to surpass the government regulation. In the choice of green brand construction strategy, the main strategy is to seek the third party certification through authority, followed by green advertising, strategic alliance and so on. The enterprise has some order regularity in the process of green certification, and in the green management system authentication, because of the cost and the influence of the program, the enterprise generally first seeks the authentication through the ISO9000 management system, then the HACCP authentication, and then to the ISO14001 certification; in the green product identification, with the green security and the certification cost increase There is a weak sequential regularity of the green food from the green food to the organic food, and the enterprises that are investigated often adopt the local green strategy, and the enterprises that register the product brand separately for the green certified products are very few, the green certification regulation frequency is very low, and the green product production is almost entirely dependent on the certificate. It takes opportunistic behavior space to consciously go beyond the mandatory standard.
The third party green certification has the trust attribute and the industry quality safety accident, which has given us the opportunity to inspect the efficiency of the green certification system in this industry. This paper investigates the melamine pollution event in the dairy industry in 2008, and collects the relevant data and uses the quantitative analysis by the sample of the milk powder production enterprise. Methods the effectiveness of the related certification system in the prevention and control of melamine pollution was analyzed. The research found that the ISO9000 quality management system certification, HACCP hazard analysis and key control point authentication did not play an obvious positive role in reducing the risk of melamine pollution, and the ISO14001 environmental management system improved the triad The risk of cyanamide pollution. The collective failure of the third party management system certification system shows that the accreditation and regulatory work in China needs further innovation and improvement. The government should rectify the certification institutions without losing the opportunity to promote the third party certification bodies to assume responsibility for social supervision and establish a green management system and green system with the enterprises. Product system. For enterprises seeking to establish a green brand, we should deal with the relationship between quality and development, and control the blind expansion of impulse. Not only should we strictly observe the state compulsory standards, but also carry out substantial certification according to the third party certification standards selected voluntarily, be honest through the standard, establish strict product quality control and process management. To provide high quality green products, improve the quality of green brand, reduce the selection cost of consumers, and on the basis of ensuring green safety, strive for competitiveness and market share expansion, and finally achieve a "win-win" of green and development.
The main contributions of this paper are: (1) according to the selection cost analysis paradigm of brand economics, the green brand is the means to improve the consumer's trust in green consumption and reduce the consumer's choice of cost. The third party green certification is the basic institutional arrangement of the green brand development. Green brand is the green certification club brand and the certified enterprise product. (2) using the club theory and the game analysis method, the game model of the monopoly market authentication plan and the competitive market certification plan is constructed, and it is proposed that the authentication club brand reputation should be used to ensure the certification authority to implement the substantive certification strategy and ensure the green certification while playing the government regulatory mechanism. The quality of the signal; (3) it is proposed that the consumer green purchase is not a single decision but the frequency choice behavior, establishes the consumer green purchase frequency selection model, and carries out an empirical test on the influencing factors; (4) the optimal selection model of the enterprise green level decision is set up, and the enterprise brand sound is put forward under the condition of the government incomplete supervision. Reputation can promote the enterprises to take a real green strategy. (5) the effectiveness of the green certification system is evaluated at the industry level for the first time. The factors affecting the melamine event in dairy industry are analyzed by using the two element selection model. It is found that all kinds of green management systems have not played a role in the reduction of melamine pollution in enterprises. Positive effects, however, have played a negative role and raised the risk of pollution.
The conclusion of this paper is that green brand is a goal of the enterprise, and the perfect green brand almost does not exist. By establishing a credible green certification system and green signal transmission mechanism, more enterprises can lead to the free kingdom of green brand.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F273.2;F205

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本文編號：1992246