- 學位論文
DuPont Teflon的原料品牌策略分析
DuPont Teflon’s Ingredient Branding Strategy Analysis
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摘要
高科技的專業代工雖然過去為台灣帶來一波經濟成長，但代工微利化卻使得「產業轉型」變成越來越企業關心的課題。而台灣企業在專業代工所累積的技術能力，對於建立原料品牌（Ingredient branding）是一大優勢。因此，本研究想要藉由個案研究，深入了解原料品牌的管理，並提供對策略有興趣者參考。 原料品牌屬於B2B品牌的一種，相關的個案研究並不多。本研究選定DuPont旗下的Teflon為對象，從各個構面包括時間序列、產品政策、溝通政策等來檢視Teflon如何掌握品牌管理的原則並且如何執行，最後歸納出Teflon成功的關鍵在於深耕原料的深度及廣度，是讓品牌能夠長期經營的原因，同時，認為原料品牌策略應與原料本身的技術生命週期（Technology life cycle）相關，在技術發展軌跡的基礎上，開創終端產品的應用領域，作產品的創新，讓品牌生命週期落入衰落期之前重新進入導入期、成長期、成熟期的循環，品牌就能長期存續，永續經營。
並列摘要
High technology foundries brought Taiwan a wave of economic growth but shrinking profit margins made many companies concern about “Industrial transformation”. Technological capabilities of Taiwanese companies accumulated in the past are an advantage of building ingredient branding. Therefore, this study is aimed at understanding the ingredient branding management by case study and it might offer useful information for who is interested in this strategy. Ingredient branding belongs to B2B brand and there are few related case studies. This study selects DuPont Teflon as an object and analyzes its strategy from dimensions, such as time series, product policy and communication policy to know how to seize the principle and of Ingredient branding and to execute. Finally, this study sums up Teflon’s key to success which is cultivating the depth and breadth of ingredient. And ingredient’s Technology life cycle is thought to be related with Ingredient branding. On the basis of technology development curve, the company should expand the application field to make brand life cycle restarted before it enters into recession stage.
參考文獻
1. Michael S. McCarthy, Donald G. (1992). Norris, Improving competitive position using branded ingredients
2. Arora, A., Gambardella, A. (1998). “Evolution of industry structure in the chemical industry”.
3. Kenneth B Kahn (2000). Product Planning Essentials
4. Philip Kotler (2010). Ingredient Branding，Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg
英文參考資料