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題名 工業品品牌創造過程
Brand Building Process for Industrial Products
作者 莊淑儒
貢獻者 于卓民
莊淑儒
關鍵詞 品牌
工業品
Brand
Industrial Products
日期 2005
上傳時間 18-Sep-2009 14:18:59 (UTC+8)
摘要 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.
參考文獻 References
1. Aaker, D. (1984). Developing Business Strategies, N.Y.: John Wiley & Sons Inc.
2. Aaker, D. (1991). Managing brand equity, NY: Free Press.
3. Aaker, D. (1996). Building strong brands, NY: Free Press.
4. Abrahams, D. and Granof, E. “Respecting brand risk”, Risk Management, Vol. 49, No.4, 2002, pp. 40-48.
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。
描述 碩士
國立政治大學
國際經營與貿易研究所
93351044
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0933510441
資料類型 thesis
dc.contributor.advisor 于卓民zh_TW
dc.contributor.author (Authors) 莊淑儒zh_TW
dc.creator (作者) 莊淑儒zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 18-Sep-2009 14:18:59 (UTC+8)-
dc.date.available 18-Sep-2009 14:18:59 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:18:59 (UTC+8)-
dc.identifier (Other Identifiers) G0933510441en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35162-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 93351044zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 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.zh_TW
dc.description.tableofcontents 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		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0933510441en_US
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) 工業品zh_TW
dc.subject (關鍵詞) Branden_US
dc.subject (關鍵詞) Industrial Productsen_US
dc.title (題名) 工業品品牌創造過程zh_TW
dc.title (題名) Brand Building Process for Industrial Productsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Referenceszh_TW
dc.relation.reference (參考文獻) 1. Aaker, D. (1984). Developing Business Strategies, N.Y.: John Wiley & Sons Inc.zh_TW
dc.relation.reference (參考文獻) 2. Aaker, D. (1991). Managing brand equity, NY: Free Press.zh_TW
dc.relation.reference (參考文獻) 3. Aaker, D. (1996). Building strong brands, NY: Free Press.zh_TW
dc.relation.reference (參考文獻) 4. Abrahams, D. and Granof, E. “Respecting brand risk”, Risk Management, Vol. 49, No.4, 2002, pp. 40-48.zh_TW
dc.relation.reference (參考文獻) 5. Bendixen, M.,Bukasa K. and Abratt R (2004), “Brand equity in the business-to-business market”, Industrial Marketing Management, 22(5), 371-380zh_TW
dc.relation.reference (參考文獻) 6. Chernatory, L., and McDonald M., (2000), Creating Powerful Brands, Oxford: Butterworth Heinemann.zh_TW
dc.relation.reference (參考文獻) 7. Hass, R. (1992), Business Marketing Management: an organizational Approach, Boston, MA: PWS-KENT Publishing Company.zh_TW
dc.relation.reference (參考文獻) 8. Dwyer, R., and J., Tanner (2002), Business Marketing: connecting strategy, relationships and learning, NY: McGraw-Hill.zh_TW
dc.relation.reference (參考文獻) 9. Eckles, R. (1990), Business Marketing Management, Englewood Cliffs, NJ: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 10. Hague, P. and Jackson, P. (1994), The Power of Industrial Brands: an effective route to competitive advantage. Berkshire: McGraw-Hill International.zh_TW
dc.relation.reference (參考文獻) 11. Hutt, M., Speh, T. (2001), Business Marketing Management: a strategic view of industrial and organizational markets, Fort Worth, TX: Harcourt, Inc.zh_TW
dc.relation.reference (參考文獻) 12. Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22.zh_TW
dc.relation.reference (參考文獻) 13. Kapferer, J. (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: Free Press.zh_TW
dc.relation.reference (參考文獻) 14. Kotler, P., Swee Hoong Ang, Siew Meng Leong, Chin Tiong Tan (2003), Marketing Management: An Asian Perspective, Singapore: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 15. Malaval, P. (2001), Strategy and Management of Industrial brands: Business to Business Product & Services. Boston, MA: Kluwer Academic Publishers.zh_TW
dc.relation.reference (參考文獻) 16. McQuiston D (2004), “Successful branding of a commodity product: The case of RAEX LASER steel”, Industrial Marketing Management, 33 (4), pp.345-354.zh_TW
dc.relation.reference (參考文獻) 17. Mudambi, S. (2002), “Branding importance in business-to-business markets: Three buyer clusters”. Industrial Marketing Management, 31(6), pp. 525-533.zh_TW
dc.relation.reference (參考文獻) 18. Mudambi, S., M. Doyle, P., & Wong, V. (1997). “An exploration of branding in industrial markets”, Industrial Marketing Management, 26, pp. 433-446.zh_TW
dc.relation.reference (參考文獻) 19. Shipley, D., and Howard P. (1993). “Brand-naming industrial products", Industrial Marketing Management, 22(1), pp. 59-66.zh_TW
dc.relation.reference (參考文獻) 中文部份zh_TW
dc.relation.reference (參考文獻) 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。zh_TW
dc.relation.reference (參考文獻) 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。zh_TW