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    题名: B2B企業的長期4C策略架構 - 以A公司發展工業物聯網的自主移動機器人市場為例
    Long-term Strategy Framework for B2B Enterprises: Applying the 4C Marketing Strategic Theory to Company A's Autonomous Mobile Robot Market of Industrial IoT
    作者: 陳品維
    Chen, Pin-Wei
    贡献者: 邱志聖
    Chiou, Jyh-Shen
    陳品維
    Chen, Pin-Wei
    关键词: B2B企業
    4C策略行銷理論
    工業物聯網
    自主移動機器人
    B2B Enterprise
    4C Strategic Marketing Theory
    Industrial Internet of Things
    Autonomous Mobile Robot
    日期: 2024
    上传时间: 2025-03-03 14:27:16 (UTC+8)
    摘要: B2B企業時常面對自身複雜的產品、供應商與專業度高的買者，有系統地建立行銷策略是不可或缺的，因此本論文根據4C策略行銷理論說明B2B企業應該如何建立長期經營策略，在每個市場獲利的同時進化4C能力，並採用製造工業電腦硬體與解決方案的A公司經營自主移動機器人市場的策略為例，分為三個階段說明A公司如何長期發展此市場，提供B2B公司策略的參考。

    策略行銷的4C是四個阻礙買賣雙方交換的成本。分別為C1（外顯單位效益成本），C2（買者資訊搜尋成本），C3（買者道德危機成本），C4（買者專屬陷入成本）。是買者考量的四個主要因素，也是賣方必須優化的四大重點。

    工業物聯網（IIoT）為物聯網的子集合，工業物聯網串聯工業設備、感測器、電腦硬體與管理軟體，其應用非常多，而自主移動機器人(AMR)是其中一項。而自主移動機器人(AMR)的製造商必須同時兼顧硬體與軟體，與工業電腦廠商如A公司配合或向其購買產品與解決方案。

    A公司在發展自主移動機器人市場的第一階段，將以工業級嵌入式主機板這項核心產品為主，販售給經銷商，A公司的首要任務是提升公司的核心產品力，也就是C1；到了第二階段，A公司需擴展硬體產品線，並嘗試由供應商客戶走向自主移動機器人製造商的客戶，本階段A公司從產品力(C1)到產品推廣(C2)再到公司值得信任的形象(C3)都是發展重點；進入第三階段，A公司正式發展自主移動機器人客戶，產品除了硬體之外更要發展軟硬體整合解決方案，並建立C1到C4的扎實能力，運用C4分析並學習客戶與市場知識增進其他C的能力，形成4C的正向循環。
    B2B enterprises often face complex products, suppliers, and specialized buyers. Systematic marketing strategies are crucial. This thesis explains how B2B enterprises should establish long-term strategies using the 4C strategic marketing theory, enhancing their 4C capabilities while achieving market profitability. Company A, an industrial computer hardware and solutions manufacturer, serves as an example for developing three-stage strategies in the autonomous mobile robot (AMR) market.

    The 4C strategy identifies four costs impeding exchanges: C1 (explicit unit benefit cost), C2 (information search cost), C3 (moral hazard cost), and C4 (exclusive investment cost). These are key factors for buyers and optimization points for sellers.

    The Industrial Internet of Things (IIoT), a subset of IoT, connects industrial equipment, sensors, computer hardware, and management software. AMRs are a key application of the IIoT, requiring both hardware and software solutions. AMR manufacturers must collaborate with or buy from companies like Company A.

    In the first stage, Company A focuses on its core product, industrial-grade embedded motherboards, selling to distributors and enhancing product strength (C1). In the second stage, it expands its hardware product line, focusing on product strength (C1), promotion (C2), and trustworthiness (C3). In the third stage, Company A develops integrated hardware and software solutions for AMR customers, establishing solid capabilities across C1 to C4, forming a positive cycle of 4C.
    參考文獻: 1. 邱志聖(2020)。策略行銷分析：架構與實務應用(第五版)。台北市：智勝出版社。
    2. Ande, R., Adebisi, B., Hammoudeh, M., & Saleem, J. (2020). Internet of things: Evolution and technologies from a security perspective. Sustainable Cities and Society, 54, 101728.
    3. Edleman, D. (2010). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, 88(12), 62-69.
    4. Gierej, S. (2017). The framework of business model in the context of industrial internet of things. Procedia Engineering, 182, 206-212.
    5. Khan, W. Z., Rehman, M. H., Zangoti, H. M., Afzal, M. K., Armi, N., & Salah, K. (2020). Industrial internet of things: Recent advances, enabling technologies and open challenges. Computers & electrical engineering, 81, 106522.
    6. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The Future Is Immersive. Hoboken, NJ: John Wiley & Sons.
    7. Kotler, Phillip (2000). Marketing Management, 10th edition. Hoboken, NJ: Prentice Hall.
    8. Malik, P. K., Sharma, R., Singh, R., Gehlot, A., Satapathy, S. C., Alnumay, W. S., ... & Nayak, J. (2021). Industrial internet of things and its applications in industry 4.0: State of the art. Computer Communications, 166, 125-139.
    9. Niloy, M. A., Shama, A., Chakrabortty, R. K., Ryan, M. J., Badal, F. R., Tasneem, Z., ... & Saha, D. K. (2021). Critical design and control issues of indoor autonomous mobile robots: A review. IEEE Access, 9, 35338-35370.
    10. Qiu, T., Chi, J., Zhou, X., Ning, Z., Atiquzzaman, M., & Wu, D. O. (2020). Edge computing in industrial internet of things: Architecture, advances and challenges. IEEE Communications Surveys & Tutorials, 22(4), 2462-2488.
    11. Raj, R., & Kos, A. (2022). A comprehensive study of mobile robot: History, developments, applications, and future research perspectives. Applied Sciences, 12(14), 6951.
    12. Rifkin, Jeremy(2014)。物聯網革命：共享經濟與零邊際社會成本的崛起(陳儀、陳琇玲譯)。台北市：商周出版。
    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    111351035
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111351035
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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