Abstract
Traditionally the Environmental industry was not perceived as a primary production intensive business, however, almost all production sectors have to rely on the products or services provided by the environmental industry to sustain their activities in a more harmonized way with environment. Supporting by the fact that 21st century is the era of resources efficiency, the environmental industry could be potentially becoming a thriving new business of the future. Due the global competitive nature and the niche technology capacity requirements of the industry, Taiwan Environment industry may not be competing with developed countries in a global and overall scale. However, with Taiwan’s leading IC and TFT-LCD production capacity, experience gained from dealing with pollution of the activities could be useful for other Asia countries that are currently following a similar developing mode. Therefore, Taiwan’s environmental industry could still have great potential in this niche market. This study collected and analyzed derived data from the global environmental market, Taiwan environmental industry, environmental technology developers, and results from relevant assisting programs initiated by government. Also through interviewing subjects with environmental marketing experience, concluded that with the current environment protection technology and industry scale, the marketing focus of Taiwan environmental industry should focus on the much advantageous technologies such as water supply and waste water treatment, and in Asian countries with environmental market three times of Taiwan. Through the process of this study, a much clear understanding of the obstacles in marketing of the environmental industry and the possible real-life tactic was acquired. An overseas marketing strategy was mapped out by walking in the same shoes as the business sectors and by referring to the Kolter marketing theory - STP-4P. For environmental engineering industry, it was recommended to build up medium scale firms by means of acquisition or start-up with core technology. And for environmental equipment industry, it was recommended to focus on technology transferring activities and to cooperate with research and development organizations in Taiwan. Both sectors should establish their brand name and marketing channels by exercising their experience in practices, and taking advantage of the assistance program initiated by government, financial bodies or research institutes. Especially for entity like ITRI,which possesses key environmental technology developing capacity in Taiwan, and by taking research outcome and experience of ITRI on board could be distinguished as another crucial aspect of a successful promotion strategy in global marketing. The impacts of the strategy drawn out to strengthen the competitiveness of Taiwan’s environmental industry was also be tested by using Porter’s diamond model theory.