以品牌權益觀點探討B2B品牌經營之關鍵成功要素

Exploring Key Successful Factors of B2B Brand Management from the Perspective of Brand Equity

林亭汝 ； 謝光偉 ； 游雅雯

《亞太經濟管理評論》 11卷1期 (2007/09) Pp. 87-117

https://doi.org/10.30087/APEMR.200709.0005

摘要

自80年代起，台灣IT產業快速崛起，在全球化過程中深具影響力。然而台灣IT產業中，多屬B2B（企業對企業）經營模式，長久以來大多以製造代工為主，較缺乏品牌發展經驗。近年來，有鑑於代工模式的低毛利率以及競爭逐日激烈的製造成本壓力，發展品牌、提升產業附加價值遂成為各界廣泛討論的重要議題。本研究主要透過文獻探討以及產、官、學界專家訪談，整理出台灣IT產業B2B品牌經營成功之主要考慮層面與評估準則，且藉由分析層級程序法發放問卷並以從事於品牌價值高的IT產業廠商之高階經理人為問卷對象，以實證排列出IT產業品牌經營之關鍵成功因素權重比，最後再以此分析結果為基準，進行實務個案應用與提供策略建議。本研究以品牌忠誠度、品牌知名度、知覺品質、品牌聯想等四大品牌權益要素為基礎，分層共擬定25項評估準則。研究結果發現品牌權益要素中以「知覺品質」最受重視，其次為「品牌忠誠度」，其三為「品牌知名度」，第四名為「品牌聯想」。考慮層面部份以「全面品質管理」、「核心技術能力」、「關係行銷」為重。評估準則以「降低品質風險」、「聯合研發策略」、「客訴處理」、「外部顧客關係管理」等為排序較前之不可或缺重要關鍵因素。實務個案應用部份則以目前台灣IT產業發展B2B品牌公司為例，以本研究AHP分析結果為基準，進行現況分析與提供策略建議。

關鍵字

品牌權益 ； 層級分析法 ； B2B品牌經營 ； IT產業

並列摘要

Since 1980, the IT industry in Taiwan has been rapidly growing. This gives Taiwan an influential position in the era of globalization. However, most of the business models used by the IT industry in Taiwan are B2B (Business-to-Business) ones focusing on manufacturing instead of brand management. Recently, due to low gross profits and extremely competitive manufacturing costs, branding has been widely discussed as a way to enhance the added value of the industry. After reviewing the literature and interviewing experts in the industry, government, and academic institutions, we list the key factors for successfully using B2B brand management in the IT industry in Taiwan, using the Analytic Hierarchy Process （AHP） method to prioritize the factors. The research was based on four dimensions of brand equity-brand loyalty, brand awareness, perceived quality, and brand association-to rank a total of 25 assessment features in the hierarchy of an AHP survey. The targets of the questionnaires were marketing, sales, and top management personnel of three successful B2B brand companies in the IT industry in Taiwan. The results show perceived quality is the most important factor, and brand loyalty is second. Brand awareness and brand association rank third and forth. Total quality management, core competency, and relationship marketing are the top three factors in the third hierarchy. The four significant criteria at the bottom of the hierarchy are quality risk reduction, R&D collaboration, claim disposition, and external relationship management. The results were implemented as a standard principle to apply to a case study for drawing suggestions concerning a company's branding strategy.

並列關鍵字

Brand Equity ； AHP ； B2B Brand Management ； IT Industry

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