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| 研究生： |
莊淑儒 |
|---|---|
| 論文名稱： |
工業品品牌創造過程 Brand Building Process for Industrial Products |
| 指導教授： | 于卓民 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營與貿易學系 Department of International Business |
| 論文出版年： | 2006 |
| 畢業學年度： | 94 |
| 語文別： | 英文 |
| 論文頁數： | 58 |
| 中文關鍵詞： | 品牌 、工業品 |
| 外文關鍵詞： | Brand, Industrial Products |
| 相關次數： | 點閱：170 下載：55 |
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Taiwanese firms want to engage in the brand building business, but they often lack the brand know-how and fail. This research endeavored to determine: 1) a systematic process for building an industrial brand, and 2) the dos and don’ts of building an industrial brand through a case exploratory research method. This research was based on interviews of four successful technology companies that have their own brands. The findings suggest that: 1) The Founder’s will and ambition has a profound influence on the brand establishment. 2) Firm building brand in the industrial market tends to start brand by serving in the niche markets. 3) When a company’s brand product could not achieve economies of scales, firms tend to take OEM/ODM orders to compensate for the missing volume. 4) Learning is another objective for firms to take OEM orders. 5) Firms tend to have separate teams dedicated for OEM and branded products. 6) The economies of scale tend to affect the establishment of a dedicated R&D team for OEM clients. 7) Firms engaging in industrial products tend to gather market information from secondary sources. 8) Firms tend to sell through overseas distributors or agents before establishing overseas subsidiary. 9) Firms tend to continue to cooperate with oversea distributors/agents even with subsidiaries. 10) Firms tend to start with expatriates in oversea subsidiaries then gradually increase the number of local employees.
Table of Contents
Chapter 1 Introduction 5
1.1 Research Background 5
1.2 Research Questions 6
1.3 Research Procedure 6
Chapter 2 Literature Review 9
2.1 What is a brand? 9
2.2 Functions of brand 10
2.3 Industrial/Business Market 11
2.4 Differences between consumer and business marketing 11
2.5 Building Industrial Brands 13
2.6 Current Taiwanese Industrial Market 18
Chapter 3 Research Design 23
3.1 Tentative Research Framework 23
3.2 Interview Process 26
Chapter 4 Case Description 28
4.1 Company A 28
4.2 Company B 29
4.3 Company C 32
4.4 Company D 34
Chapter 5 Case Analysis 38
5.1 Results 38
5.2 Propositions 42
5.3 Modified Research Framework 50
Chapter 6 Conclusion and Recommendation 53
6.1 Conclusion 53
6.2 Recommendations 54
6.3 Suggestions for Future Research 55
6.4 Research Limitations 56
References 57
List of Figures
Figure 1-1 Research Procedure Flow Chart 8
Figure 2-1 Managing the Brand 14
Figure 2-2 Overview of Strategic Market Management 15
Figure 2-3 Performance Components of the Pinwheel of Brand value to the consumer 17
Figure 2-4 Components of the RAEX LASER steel brand 18
Figure 3-1 Tentative Research Framework 23
Figure 5-1 Revised Research Framework 51
List of Tables
Table 2-1 Consumer and industrial market characteristics 13
Table 2-2 Differences between businesses engaged in OEM and businesses with its own brands 19
Table 3-1 Resaerch Subjects 26
Table 5-1 Revised Resaerch Framework 39
References
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2. Aaker, D. (1991). Managing brand equity, NY: Free Press.
3. Aaker, D. (1996). Building strong brands, NY: Free Press.
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5. Bendixen, M.,Bukasa K. and Abratt R (2004), “Brand equity in the business-to-business market”, Industrial Marketing Management, 22(5), 371-380
6. Chernatory, L., and McDonald M., (2000), Creating Powerful Brands, Oxford: Butterworth Heinemann.
7. Hass, R. (1992), Business Marketing Management: an organizational Approach, Boston, MA: PWS-KENT Publishing Company.
8. Dwyer, R., and J., Tanner (2002), Business Marketing: connecting strategy, relationships and learning, NY: McGraw-Hill.
9. Eckles, R. (1990), Business Marketing Management, Englewood Cliffs, NJ: Prentice Hall.
10. Hague, P. and Jackson, P. (1994), The Power of Industrial Brands: an effective route to competitive advantage. Berkshire: McGraw-Hill International.
11. Hutt, M., Speh, T. (2001), Business Marketing Management: a strategic view of industrial and organizational markets, Fort Worth, TX: Harcourt, Inc.
12. Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22.
13. Kapferer, J. (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: Free Press.
14. Kotler, P., Swee Hoong Ang, Siew Meng Leong, Chin Tiong Tan (2003), Marketing Management: An Asian Perspective, Singapore: Prentice Hall.
15. Malaval, P. (2001), Strategy and Management of Industrial brands: Business to Business Product & Services. Boston, MA: Kluwer Academic Publishers.
16. McQuiston D (2004), “Successful branding of a commodity product: The case of RAEX LASER steel”, Industrial Marketing Management, 33 (4), pp.345-354.
17. Mudambi, S. (2002), “Branding importance in business-to-business markets: Three buyer clusters”. Industrial Marketing Management, 31(6), pp. 525-533.
18. Mudambi, S., M. Doyle, P., & Wong, V. (1997). “An exploration of branding in industrial markets”, Industrial Marketing Management, 26, pp. 433-446.
19. Shipley, D., and Howard P. (1993). “Brand-naming industrial products", Industrial Marketing Management, 22(1), pp. 59-66.
中文部份
1. 黎堅、劉瑞圖、崔中，「自創品牌的檢討---座談會紀實」，台灣經濟研究月刊，十二期第二卷，民78年2月，pp.18.25。
2.. 經濟部國貿局，台灣品牌在大陸，台北：經濟部國貿局，民91年1月。