以要素品牌觀點探討B2B之行銷策略： 以某國際材料廠為例

Ingredient Brand in B2B marketing strategy: The Case of a Global Material Company

廖婉君(Wan-Jun Liao)

指導教授 ： 林俊昇

國立臺灣大學/管理學院/國際企業管理組/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10398

摘要

企業需要發展品牌來幫助顧客識別其產品、服務和企業。品牌使得顧客產生情感和聯想，使得其產品或服務得以在顧客心中占有一席之地，並與其他品牌產品或服務產生差異化。品牌對B2B企業亦十分重要，品牌可以讓B2B企業在改良產品和創新之餘，達成更不易被取代的差異化。
身處產業價值鏈上游的廠商，也能為自己隱藏在終端產品裡的原料、元件或要素產品建立品牌，例如Intel Inside, Gortex reg;, Dolby等案例，其所使用的策略稱為「要素品牌」策略。要素品牌與一般品牌策略最大的不同點在於，要素品牌重視如何跨越價值鏈直接接觸終端客戶，來創造終端客戶需求的拉動(pull)效應。成功的要素品牌除了能為要素產品製造廠商提升產品和企業的知名度以外，也能增加與競爭者的差異性，甚至形成進入障礙。也因為有終端客戶的拉力，要素品牌有助於減少位於價值鏈中間、直接客戶的阻力和議價能力，因而達到增加產品售價或銷售額的利益。
本論文以康寧Gorilla reg; glass作為研究的個案對象，探討其應用要素品牌化的行銷策略，我們訪談了康寧公司內部高階主管以及台灣區的消費者，來了解Gorilla reg; glass的品牌權益，並評估Gorilla reg; glass進行要素品牌化的成果，機會與挑戰，提出管理意涵。

關鍵字

要素品牌策略 ； 行銷策略 ； B2B品牌行銷 ； B2B2C

並列摘要

In an information-rich world, we rely on “brands” to recognize our products, services, and companies. Branding is important for B2B companies to create sustainable competitive advantages. An upstream manufacturer can build branding strategy for their products (materials, components or ingredients) hidden in the final products through “Ingredient branding”, which emphasizes multi-level marketing across value chains and stimulates end users to create consumer demand (i.e., pull strategy). Successful ingredient brand enables manufacturers to enhance product awareness, differentiate from competitors, reduce resistance and bargaining power of their direct customers in the middle of value chains, and achieve price / volume premium. A growing number of companies have chosen ingredient branding strategy since the 90’s.
This study explored the marketing and ingredient branding strategy of Corning Gorilla reg; glass, which is widely used as protective cover glass of mobile phones and tablets. Qualitative in-depth interviews with company employees and consumers in Taiwan were performed to examine the brand equity of its product as well as its opportunities and challenges. Implications, limitations and directions for future research were then discussed.

並列關鍵字

Ingredient Branding ； Marketing Strategy ； B2B Brand Management ； B2B2C

參考文獻

Aaker, D. A. (1991), Managing brand equity; capitalizing on the value of a brand name, The Free Press, New York, N.Y.

Baumgarth, C., Ingredient branding: Markenkonzept und Kommunikationsumsetzung., Working paper, 1999.

Bendixen, M., Bukasa, K. A., Abratt, R. (2004), Brand equity in the business-to-business market, Industrial Marketing Management, 33, 371-380.

Desai, K.K, Keller, K.L., (2002), The effects of Ingredient Branding Strategies on Host Brand Extendibility, Journal of Marketing, 66(1), 73-93.

Erevelles, S., Stevenson, T.H., Srinivasan, S., Fukawa, N., (2008), An analysis of B2B ingredient co-branding relationships, Industrial Marketing Management, 37, 940-942.