摘要
地球暖化、氣候驟變，環境問題日益嚴峻。近年來世界各國增修對廢棄物、危害環境物質的立法，加上消費者環保意識抬頭。製造業因應這樣的社會觀念及自然環境，發現綠色製造的重要性，掀起了一波綠色革命，使得企業逐漸重視綠色供應鏈的規劃。在這樣的環境下，低製造成本及高生產率不再是生產製造的唯一課題，綠色產品所帶來的附加價值以及相關製程技術亦成為企業競爭力之關鍵因素。企業要如何與在地團隊創造共享價值，讓企業的資源投入，創造強大的影響力。
本研究將透過質性研究的單一個案研究法，深入探究臺灣本土企業「歐萊德」( O’right ) 以「純淨、自然、環保」為品牌理念，將其成為企業發展之價值主張，徹底落實企業社會責任，進而成為綠色企業。綠色製造的最大特點：在於將環境保護概念融入企業的經營理念之中，使企業內部形成優良的環境意識，並以符合環保的方法，降低其企業成本，使其有利於環境改善，又可塑造優質的企業形象，進而提升財務績效。
現今為價值導向時代，當顧客認同企業經營價值與經營理念，有這些附加價值因素會更容易被吸引成為忠實顧客。從此案例探討歐萊德如何塑造影響動機、資源投入、並成功的運用共創價值改造綠色供應鏈；從生產到行銷，將利害關係人加入品牌價值共創體系，將環境保護明確的落實為其產品價值主張，並落實綠色企業社會責任、創造其品牌價值。除此之外，本研究並發現，建構綠色品牌著重於與企業顧客的價值溝通，藉此證明企業社會責任不僅僅只是一種選擇，轉換成綠色企業更有可能成為永續經營的一大途徑。
關鍵字：綠色企業、價值主張、價值共創

SUMMARY
Although global warming was once considered unlikely to be real, recent studies show that due to the many ongoing issues concerning our environment, this catastrophe has been widely accepted. As people burn fossil fuels or clear forests, carbon dioxide, a greenhouse gas, is released into the atmosphere. As the oceans warm, water vapor, which is also a greenhouse gas, enters the atmosphere making it harmful to society. In addition to that, another result of the oceans getting warmer would be the rise of sea levels which can lead to storms, volcanoes, and etc. This combination of pollutants and water vapor creates the powerful and dangerous cycle behind global warming. It is a cycle in which active measures are not taken, which could have serious and deadly consequences for all living things in the near future. Not only is it that there is an increase in waste and hazardous to environmental substances legislation, but also consumer environmental awareness rises. As a result, the manufacturing industry found the importance of green manufacturing. They also set off a green revolution, which is done by making enterprises gradually pay attention to green supply chain planning. Furthermore, low manufacturing costs and high productivity are no longer the only subject of manufacturing. The added value of green products and related process technology has become a key factor in the competitiveness of enterprises. How does the business create shared value with the local team, and that the enterprise resources to create a strong influence?
This research will be based on a single case study of qualitative research, exploring the depth of the operation of local enterprises in Taiwan ( O’right ). They promise to make their products “healthy for the human body, healthy for the society, and healthy for the environment" for the brand concept. They make these become their value proposition of enterprise development by implementing corporate social responsibility as a green enterprise.
Today is the era of value orientation; in other words, when the customer agrees with the business value and business philosophy, they will be more likely to become loyal customers. This case explores how O’right impacts motivation, resource inputs, and the successful use of value co-creation to transformation of green supply chain. From production to marketing, they let the interests of stakeholders to join the brand value creation system. Making the environmental protection as their product value proposition, the implementation of green corporate social responsibility, leads to the creation of the green brand value.
In addition, this research’s’ findings include that building a green brand focuses on communicating with the value of corporate customers is important, as well as implying that social responsibility is not just a choice. Most likely, this causes the green business to become a sustainable business.
Keywords: green business, value proposition, value co-creation

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