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https://nccur.lib.nccu.edu.tw/handle/140.119/155863
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| Title: | B2B公司之產品行銷策略個案分析
A Case Study on the Product Marketing for B2B Company |
| Authors: | 陳明輝
Chen, Ming-Hui |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
陳明輝
Chen, Ming-Hui |
| Keywords: | 產品行銷
生態系賦能
終端客戶行銷
Product Marketing
Ecosystem Enabling
End-user Marketing |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:32:27 (UTC+8) |
| Abstract: | 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。
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. |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932066 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932066 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 206601.pdf | | 1557Kb | Adobe PDF | 0 | View/Open |
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