| dc.contributor.advisor | 邱奕嘉 | zh_TW |
| dc.contributor.advisor | Chiu, Yi-Chia | en_US |
| dc.contributor.author (Authors) | 陳明輝 | zh_TW |
| dc.contributor.author (Authors) | Chen, Ming-Hui | en_US |
| dc.creator (作者) | 陳明輝 | zh_TW |
| dc.creator (作者) | Chen, Ming-Hui | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 3-Mar-2025 13:32:27 (UTC+8) | - |
| dc.date.available | 3-Mar-2025 13:32:27 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-Mar-2025 13:32:27 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109932066 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/155863 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 109932066 | zh_TW |
| dc.description.abstract (摘要) | 本研究探討產品行銷策略對B2B商業模式的影響，以一家全球半導體企業「A公司」為案例進行分析。比較傳統的B2B商業模式的產品行銷策略通常集中於參與展覽活動與極少數活動作為客戶開發，既有的客戶則進行產品與價格的討論。然而，A公司採用整合型的策略，結合B2B商業模式，產品推廣及廣告活動，至消費型與商務型的終端客戶，配合渠道夥伴模式，加上充分與生態系夥伴關係合作，以加強其市場佈局。
這些活動有別於傳統B2B商業模式的範疇，通過了解終端用戶需求並產生回饋，反向拉動B2B業務增長。此A公司的案例展現了整合型產品行銷策略如何透過價值網，而增強客戶業務與行銷端的參與度，以有效建立差異化並提升競爭能力。 | zh_TW |
| dc.description.abstract (摘要) | This study examines the impact of product marketing strategies on B2B business model, using “A company”, a global semiconductor company, as a case study. Traditionally, B2B product marketing strategy focuses on exhibition activities and product discussions with customers. However, A company adopts a more integrated B2B, 2C/2B and channel partners approaches, enabling ecosystem partnerships, and strengthening go-to-market efforts with branding initiatives and advertising campaigns.
These efforts extend beyond conventional B2B activities by aligning with end user needs and generating demand that loops back to push B2B business. The case demonstrates how integrated product marketing strategies can enhance B2B engagement through Value Networks. Such strategies effectively establish the differentiation and enhance competitive capabilities. | en_US |
| dc.description.tableofcontents | 摘要 I
第一章 緒論 1
第一節：研究背景與動機 1
第二節：研究目的與問題 2
第二章 個案介紹 4
第一節:A公司背景 4
第二節：A公司產品行銷策略 6
第三章 個案分析 11
第一節：生態系賦能 12
第二節：終端客戶行銷 14
第四章 結論與建議 22
第一節：研究結果 22
第二節：建議 23
參考文獻 24 | zh_TW |
| dc.format.extent | 1594806 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109932066 | en_US |
| dc.subject (關鍵詞) | 產品行銷 | zh_TW |
| dc.subject (關鍵詞) | 生態系賦能 | zh_TW |
| dc.subject (關鍵詞) | 終端客戶行銷 | zh_TW |
| dc.subject (關鍵詞) | Product Marketing | en_US |
| dc.subject (關鍵詞) | Ecosystem Enabling | en_US |
| dc.subject (關鍵詞) | End-user Marketing | en_US |
| dc.title (題名) | B2B公司之產品行銷策略個案分析 | zh_TW |
| dc.title (題名) | A Case Study on the Product Marketing for B2B Company | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | - Bannatyne, Ross; Viot, Greg. “Selecting a microcontroller, Embedded Systems Programming”; San Francisco Vol.11,Iss.4,(Apr 1998): 95-103.
- Gediminas Adomavicius, Jesse C. Bockstedt, Alok Gupta, Robert J. Kauffman: “Technology roles and paths of influence in an ecosystem model of technology evolution”, Inf Technol Manage (2007)
- Interbrand, Retrieved Dec 20 2024, from https://interbrand.com/best-global-brands/
- McCarthy E. Jerome . "Basic Marketing: A Managerial Approach, fifth edition”, Richard D. Irwin, Inc., p.37. (1975)
- Moltzen, Edward F. CRN: The Newsweekly for Builders of Technology Solutions; Westborough Iss. 969, (Oct 29, 2001): 14-16.
- PChome 購物, Retrieved Nov 24 2024, from https://24h.pchome.com.tw/region/DHBI
- Profile and revenue report, Retrieved Dec 20 2024, from https://www.macrotrends.net/stocks/charts/INTC/intel/gross-margin
- 极限大师赛, Retrieved Dec 20 2024, from https://game.intel.com/cn/stories/the-intel-extreme-masters-iem-chengdu-2024-recap | zh_TW |
