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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/136745


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    Title: 科技業成分品牌行銷策略之探討- 以Intel EVO為例
    Marketing Strategy of Ingredient Branding in the Technology Industry : A Case study of Intel EVO
    Authors: 林子靖
    Lin, Tzu-Ching
    Contributors: 黃國峯
    郭曉玲
    Huang, Kuo-Feng
    Guo, Shiau-Ling
    林子靖
    Lin, Tzu-Ching
    Keywords: 成分(要素)品牌
    消費者購買決策
    Intel
    AMD
    產業生命週期
    五力分析
    Ingredient (Element) Brand
    Consumer Purchasing Decision,
    Intel
    AMD
    Industry Life Cycle
    Porter Five Forces Analysis
    Date: 2021
    Issue Date: 2021-08-04 16:40:58 (UTC+8)
    Abstract: 近年來，隨著AMD推出Zen架構的Ryzen處理器，並輔以台積電的先進製程，該處理器獲得高性價比及良好能耗表現等市場評價，得到個人電腦消費者與許多評測人員的一致好評，開始對Intel的個人電腦晶片壟斷的地位產生威脅；因此，Intel除了更換管理層，並發表新的「IDM 2.0」策略之外，亦展開新的成分品牌行銷策略，也就是Intel EVO，期望能夠複製過去Intel inside的成功經驗，重新凝聚消費者對Intel的品牌認同，以抵抗AMD對自身市場份額的侵蝕。
    有鑑於此，本研究透過國內、外相關文獻資料，以個案分析法及次及資料蒐集法，並輔以產業生命週期分析與五力分析，探討Intel目前所處的產業環境以及產業各個面向的相關競爭力、議價能力及潛在威脅；並驗證成分品牌的成功條件，以分析Intel EVO是否滿足成分品牌之成功條件。期望藉由本研究可以提供想要建立要素或成分品牌之廠商一個審視自己的標準與借鏡。
    In recent years, with the launch of the AMD’s Zen-based Ryzen processor, supplemented by the TSMC’s advanced manufacturing process, the processor has received better evaluation by the market for its high cost performance and good energy performance, and has been well received by PC consumers and many reviewers. It has begun to threaten Intel’s monopoly on the personal computer chip market; therefore, in addition to changing management and issuing a new "IDM 2.0" strategy, Intel also launched a new component brand marketing strategy, namely Intel EVO, hoping to replicate the past successful experience on “Intel Inside” and reconsolidate consumers’ brand identity with Intel to resist AMD’s erosion of its market shares.
    This study uses domestic and foreign related literatures, case analysis and secondary data collections, supplemented by industry life cycle analysis and Porter’s Five Forces analysis, to explore Intel’s current industrial environment and various aspects of the industry, including relevant competitiveness, bargaining power and potential threats; verifies the success conditions of the ingredient brands, and analyzes whether Intel EVO meets the success conditions of the ingredient brands. It is hoped that this research can provide manufacturers who want to establish element or ingredient brands a standard and reference.
    Reference: 一、 中文部分
    1. 朱文儀、陳建男譯(2014)，策略管理第十版，華泰書局。
    2. 蔡定儒(2016)。成分品牌策略與產品知識、品牌熟悉度對品牌認同度影響之研究，東吳大學國際經營與貿易學系碩士班國際企業組碩士論文。
    3. 郭曉潔(2020)。伺服器市場策略行銷4C分析－以英特爾為例，國立政治大學企業管理學(系)研究所碩(博)士學位論文。
    4. 楊靜芳(2000)。台灣自行車消費者購買決策過程之分析，大葉大學會計資訊學系。
    5. 侯冠州，英特爾推 Intel Evo 品牌認證，要讓筆記型電腦設計最佳化，2020年09月03日，檢自：https://technews.tw/2020/09/03/intel-evo-project-athena/
    6. 產業價值鏈資訊平台，半導體產業鏈簡介，2020年，檢自：https://ic.tpex.org.tw/introduce.php?ic=D000
    7. WL，Intel Evo認證是什麼？全方位筆電平台需符合這些條件！同場加映 5 款筆電實測報告，2021年3月13日，檢自：https://www.techbang.com/posts/84441-buy-mainstream-thin-pen-electricity-the-intel-evo-logo
    8. PassMark Softeware，AMD vs Intel Market Share，2021年5月27日，檢自：https://www.cpubenchmark.net/market_share.html
    9. 江泰傑，從費半看半導體發展 未來設計與製造將專業分工化？，2021年12月9日，檢自：https://news.cnyes.com/news/id/4420776
    10. Duncun，為什麼B2B企業要拍廣告？，2018年2月20日，檢自：https://medium.com/@duncun0526/%E5%89%8D%E9%99%A3%E5%AD%90%E7%9C%8B%E5%88%B0%E4%BA%86ykk%E7%9A%84%E5%BD%A2%E8%B1%A1%E5%BD%B1%E7%89%87-%E8%A6%BA%E5%BE%97%E5%BE%88%E6%9C%89%E6%84%8F%E6%80%9D-%E4%B9%9F%E5%BC%95%E7%99%BC%E4%BA%86%E6%88%91%E5%B0%8Db2b%E4%BC%81%E6%A5%AD%E8%A1%8C%E9%8A%B7%E5%93%81%E7%89%8C%E7%9A%84%E4%B8%80%E4%BA%9B%E6%80%9D%E8%80%83-%E7%A8%8D%E5%BE%8C%E5%86%8D%E4%BE%86%E8%AB%87%E8%AB%87%E6%88%91%E5%B0%8D%E9%80%99%E5%80%8B%E4%B8%BB%E9%A1%8C%E7%9A%84%E7%9C%8B%E6%B3%95-%E5%85%88%E8%B7%9F%E5%A4%A7%E5%AE%B6%E5%88%86%E4%BA%ABykk%E7%9A%84%E5%BD%A2%E8%B1%A1%E5%BD%B1%E7%89%87-381a16a331a6
    11. 品牌志，品牌策略：B2B產業─後台英雄走向品牌路，2015年10月15日，檢自：https://www.expbravo.com/2563/%E5%93%81%E7%89%8C%E7%AD%96%E7%95%A5b2b%E7%94%A2%E6%A5%AD%E5%BE%8C%E5%8F%B0%E8%8B%B1%E9%9B%84%E8%B5%B0%E5%90%91%E5%93%81%E7%89%8C%E8%B7%AF.html
    12. 彭寶賢，Intel Inside：從一張小標籤看Intel的品牌行銷策略，2016年10月26日，檢自：https://www.thenewslens.com/article/52467
    13. 雷鋒網，十年風光、十年潛沉，AMD 的二次逆襲之路，2020年12月3日，檢自：https://technews.tw/2020/12/03/amd-second-counterattack/
    14. 黃馨，2021年第二季台灣筆記型電腦產業產銷動態瞭望，2021年4月28日，檢自：https://mic-iii-org-tw.autorpa.lib.nccu.edu.tw/AISP/ReportS.aspx?id=CDOC20210425001
    15. 黃馨，全球筆記型電腦市場預測 2021-2025，2021年3月31日，檢自：https://mic-iii-org-tw.autorpa.lib.nccu.edu.tw/AISP/ReportS.aspx?id=CDOC20210329002
    16. 李鴻典，購屋五大關鍵因素 年輕人決定先看ＸＸ再說！，2018年5月30日，檢自：https://www.setn.com/News.aspx?NewsID=385744
    17. 上華市場研究顧問股份有限公司，2016 服裝品牌偏好及購買意願調查，2016年7月20日，檢自：http://www.cmisi.com.tw/industry-tracking/2016%E6%9C%8D%E8%A3%9D%E5%93%81%E7%89%8C%E5%81%8F%E5%A5%BD%E5%8F%8A%E8%B3%BC%E8%B2%B7%E6%84%8F%E9%A1%98/

    二、 英文部分
    1. Derrick Daye, 7 Keys To Ingredient Brand Success, SEPTEMBER 16TH, 2014, from: https://www.brandingstrategyinsider.com/7-keys-to-ingredient-brand-success/#.YMtNq2gzaUm
    2. Hill, C. W and G. R. Jones (1998), Strategic Management Theory, p.48.
    3. Hill, C. W and G. R. Jones (1998), Strategic Management Theory, p.52.
    4. Kotler, Philip(1996),Marketing management---analysis, planning, implementation, and control, 9th ed. N. J.:Prentice Hall International.
    5. Keller, K.L.(2002), “Branding and Brand Equity.” Handbook of Marketing, ” pp.151-87.
    6. Michael E. Porter(1979), How Competitive Forces Shape Strategy, Harvard Business Review
    7. Norris, D. G. (1992), “Ingredient branding: A strategy option with multiple beneficiaries,” Journal of 76 Consumer Marketing, 9(3), pp.19-31.
    8. Norris,D. G. (1993), “Intel inside: Branding a component in a business market., ”Journal of Business and Industrial Marketing, 8(1), pp.14-24.
    9. Philip Kotler & Waldemar Pfoertsch (2010),” Ingredient Branding: Making the Invisible Visible”, pp.15-45
    10. Shocker, A. D., Sricasstava, R. K., & Ruekert, R. (1994), “Challenges and opportunities facing brand management: An introduction to the special issue,”Journal of Marketing Research, 31(2), pp.149-158.
    11. Simonin, B. L., & Ruth, J. A. (1998), “Is a company known by the company it keep? Assessing the spillover effect on brand alliances on consumer brand attitude, ” Journal of Marketing Research, 35(1), pp.30-42.
    12. Wernerfelt, B. (1988), “Umbrella branding as a signal of new product quality, ” Rand Journal of Economics ,19,pp.458-66.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363046
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109363046
    Data Type: thesis
    DOI: 10.6814/NCCU202100980
    Appears in Collections:[MBA Program] Theses

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