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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: 2009-09-18 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
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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