绿色品牌发展机制实证研究

发布时间：2018-06-07 18:17

本文选题：绿色品牌 + 绿色产品　；参考：《山东大学》2010年博士论文

【摘要】：任,绿色认证在指示绿色购买过程中发挥独特的作用；被调查者绿色产品认证认知水平总体偏低,分布不平衡,认证计划宣传力度因认证市场结构不同而不同；绿色认证计划之间存在某种程度的竞争,使得消费者对绿色认证的认知模糊和混乱,提高了选择成本。本文认为,绿色消费是适应性学习型消费,消费者可以通过学习、改善条件,提高购买绿色产品的频率；企业应选择通过消费者信得过的、权威的绿色认证,提高绿色产品的质量水平,提高绿色产品的绿色品牌品类度,并运用正确的绿色品牌策略充分地展示给消费者,降低消费者绿色购买成本。本文对企业绿色品牌建设决策进行了分析,建立了企业绿色化水平最优决策解释模型,对于普通企业来说,绿色认证的政府监管是维系其真实绿色化水平的主要力量,而对于品牌信誉卓著的企业来说,除了政府监管,虚假绿色化之品牌信誉损失风险将抑制企业用传统产品假冒绿色产品的动机。品牌信誉卓著的企业虽然绿色化水平总体上可能不高,但与普通中小企业相比更可能采取真实绿色化策略。对绿色认证制度设立管理机构来说,为了保障绿色认证制度的有效性,首要的是要保证绿色认证计划对品牌信誉卓著企业具有吸引力。本文对企业绿色认证制度选择影响因素进行了分析,提出了应遵循的选择原则。本文以山东省绿色食品生产企业为调查对象,进行了绿色品牌建设调查,发现：企业制定实施绿色品牌战略的主要动因是提高持续竞争力和扩大市场份额,企业塑造绿色品牌是企业自主选择的超越政府规制的行为；企业绿色品牌建设策略选择中,主要策略就是寻求通过权威的第三方认证,其次为绿色广告、战略联盟等；企业在寻求绿色认证过程存在某种顺序规律性,在绿色管理体系认证方面,由于成本和程序的影响,企业一般先寻求通过ISO9000管理体系认证,然后是HACCP认证,再到ISO14001认证；在绿色产品认证方面,随着绿色安全性和认证费用的提高,呈现出较弱的从无公害农产品到绿色食品再到有机食品的顺序规律性；被调查企业往往采取的是局部绿色化策略,为绿色认证产品单独注册产品品牌的企业也很少；绿色认证监管频率非常低,获证企业绿色产品生产几乎完全依靠自觉主动性来超越强制标准,存在机会主义行为空间。第三方绿色认证具有信任属性,行业性的质量安全事故,给了我们考察该行业绿色认证制度是否有效的机会。本文通过对2008年乳制品行业三聚氰胺污染事件进行考察,以政府抽检到的奶粉生产企业为样本,搜集相关数据,运用定量分析方法,对相关认证制度在预防控制三聚氰胺污染方面的有效性进行了分析。研究发现,ISO9000质量管理体系认证、HACCP危害分析与关键控制点认证在降低三聚氰胺污染风险方面没有发挥明显的积极作用,ISO14001环境管理体系则提高了三聚氰胺污染风险。第三方管理体系认证制度的集体失效说明,中国认证认可监管工作需要进行进一步的革新和提高,政府应不失时机地对认证机构予以整顿,促使第三方认证机构担负起社会监管责任,与企业一道建立绿色管理体系和绿色产品体系。对于谋求建立绿色品牌的企业而言,更要处理好质量和发展的关系,控制盲目扩张冲动,不仅要严格遵守国家强制标准,而且要依据自愿选择的第三方认证标准进行实质认证、诚实贯标,建立严格的产品质量控制和流程管理体系,提供优质绿色产品,提高绿色品牌品类度,降低消费者的选择成本,在确保绿色安全的基础上,谋求竞争力提升和市场份额的拓展,最终实现绿色和发展的“双赢”。本文的主要贡献在于：(1)根据品牌经济学选择成本分析范式提出,绿色品牌是提高消费者绿色消费信任、降低消费者选择成本的手段,第三方绿色认证是绿色品牌发展的基础性制度安排,绿色品牌是绿色认证俱乐部品牌和获证企业品牌组成的联合品牌；(2)运用俱乐部理论和博弈分析方法,构建了垄断市场认证计划和竞争市场认证计划质量保证博弈模型,提出在发挥政府监管机制的同时,利用认证俱乐部品牌声誉来保证认证机构实施实质认证策略,保证绿色认证信号的质量；(3)提出消费者绿色购买不是单次决策而是频率选择行为,建立了消费者绿色购买频率选择模型,并对影响因素进行了实证检验；(4)建立了企业绿色化水平决策的最优选择模型,提出在政府不完全监管条件下,企业品牌声誉都能促进企业采取真实绿色化策略；(5)首次在行业层次上,对绿色认证制度的有效性进行了评价,利用二元选择模型对乳制品行业三聚氰胺事件的影响因素进行分析,发现各种绿色管理体系在降低企业三聚氰胺污染方面没有发挥积极作用,有的反而发挥了负面作用,提高了污染风险。本文的研究结论是,绿色品牌是企业的一个追求目标,完美的绿色品牌几乎不存在,通过建立可信的绿色认证制度和绿色信号发送机制,可以引导更多的企业走向绿色品牌的自由王国。
[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.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2;F205

【引证文献】