最後提出以下建議：首先零售業如果要發展綠色通路，必須對於販售的綠色商品有明確的定義，並且要持續維護與宣傳，積極的強化策略意圖以建立獨特的經營模式，善用並整合集團內部及外部資源，則能發想出更多創新的策略。;The financial crisis in 2008-09 triggered the movement of green economic development. Environmental issues have since been taken into seriously consideration, from lowering waste of natural resources to finding alternative power sources. The “green” issues have come a long way, progressed from mere declarative concepts of ever-lasting energies to commercial activities with business opportunities. Every related aspect, like green industries, green trading, green supply chains and green commodities are emerging on the business radar. As for the retailing business, “green channels” are also evolving rapidly.
There have been many successful examples of green projects in recent years, proving that the green concept is viable in the business context. Successful emerging business and business model innovations both help to confirm that that “green” is not only a moral issue, but can also an effective way to strengthen competitiveness.
This study investigates the status of green channel activities for Company A, and attempts to identify deficiencies and to develop countermeasures, and provide suggestions for future development. Company A is a major retailer in Taiwan which plunged into the green movement. It is a conglomerate with strength in different areas, and thus has an advantage of economy of scope, and availability of resources from different companies in the group. Starting from differential tactics, and keep on establishing image of green channels, it now appear to have a fruitful result. This study collected data through company documents and in-depth interviews, and analyzed the collected data from different angles, including internal conditions and external environment, this research target on finding.
In conclusion, this study proposes the following. First, Company A has to make a clearer definition of their green products to be sold. Second, it has to keep up with the activities in maintaining its green image through promotions. Finally, it should launch more pro-aggressive strategies in green channels, to establish a unique business model, utilize and integrating and leveraging resources in and out of the business group, and lead to more innovative actions.