電子零組件產業的工業行銷創新-以X公司為例

Industrial Marketing Innovation in Electrical Component Industry-A Case Study of Company X

曾智暉(Zeng Zhi-Hui)

指導教授 ： 吳豐祥

國立政治大學/商學院/科技管理與智慧財產研究所/碩士(2019年)

https://doi.org/10.6814/NCCU201901173

摘要

電子零組件製造業為台灣的重要產業，不論是在整體產值或是經濟成長的貢獻上都對台灣有重大的影響。過去，台灣電子零組件產業的競爭優勢在於優秀的成本控制，能夠同時維持品質又降低量產成本，進而讓台灣廠商得以在國際上脫穎而出，獲得大量訂單。然而，近年來面對中國廠商的低價競爭，台灣廠商的優勢逐漸減少，因而勢必要尋求其他方式來提升產業競爭力。
過去的研究認為創新可以為產品帶來更高的價值，然而創新並不單只是做出改變，而是需要整合組織所具有的資源與能力，有意識地進行差異化、滿足未被滿足的需求，最終為公司帶來營業額、市占率或毛利率的成長。雖然台灣廠商已經意識到創新帶來的好處，但仍然僅著重於產品面的創新，而忽略了行銷創新所能夠帶來的價值。零組件廠商針對工業客戶的行銷屬於工業行銷。過往台灣廠商的工業行銷方式多為傳統的人員直接行銷，投入的創新資源也很少。但同為零組件廠商，X公司透過工業行銷創新，成功地使多家國際大廠推出採用其生產的零組件之產品。因此，本研究認為工業行銷創新也能夠為產品帶來更高的價值並提升被採用的機會。
然而，過去學者針對工業行銷創新的相關研究很少，若是有的話多為一般性的創新管理研究或是消費市場的行銷創新研究。因此，為了彌補此研究缺口，並進一步瞭解工業行銷創新的進行方式及其要素，本研究透過「企業創新」、「行銷創新」與「工業行銷」等三個構面，針對產業之成功個案進行深入的個案研究，得到了以下的主要結論。
結論一：電子零組件廠商在進行工業行銷創新之時，會先透過對終端使用者的行銷研究，並且與產業中其他夥伴組成策略聯盟，以促進新產品概念的推 動與關係行銷層次的提升。
結論二：電子零組件廠商在進行工業行銷創新之時，會先取得客戶高層的合作意向，並協調雙方的跨功能團隊合作，以增加創新產品的上市機會。
結論三：電子零組件廠商在進行工業行銷創新之時，會透過與策略聯盟夥伴的連結來提高產品概念價值，同時也會透過補貼小型品牌廠商來加快產品上 市。
結論四：電子零組件廠商在進行工業行銷創新之時，主要的關鍵要素包括：知識管理、價值創造、行銷證據創新、產品概念創新、風險管理、關係行銷。
本研究最後並提出學術上的貢獻與實務上的建議。

關鍵字

電子零組件 ； 創新 ； 行銷 ； 工業行銷 ； 關係行銷 ； 行銷研究 ； 知識管理 ； 行銷創新 ； 產品概念 ； 價值創造

並列摘要

The electronic component manufacturing industry is an important industry in Taiwan, and its overall output value or contribution to economic growth both resulted in critical impact in Taiwan. In the past, the competitive advantage of Taiwanese electronic component industry was excellent cost control, which was able to maintain quality while reducing mass production costs. This competitive advantage allowed Taiwanese manufacturers to stand out from the amounts of competitors and get lots of orders. However, facing the cost competition from Chinese manufacturers, the advantages of Taiwanese manufacturers have gradually decreased. It is necessary to seek other ways to enhance industrial competitiveness.
Past research suggests that innovation can bring higher value to products. However, innovation is not just about making changes, but about integrating the resources and capabilities of the organization, consciously reaching differences, meeting unmet needs or creating new value, ultimately bringing growth in rate or gross margin, revenue and market share to the company. Although Taiwanese manufacturers have realized the benefits of innovation, they still focus only on product innovation, ignoring the value from marketing. For that, Taiwanese manufacturers were used to investing few on the innovation of industrial marketing. However, through the innovation of industrial marketing, Company X has successfully made a number of international manufacturers to adopt the products of its components. According that, this study believes that industrial marketing innovation can bring higher value to products and enhance opportunities for adoption.
However, in the past, scholars have less research on industrial marketing innovation, mostly focusing on generic innovation management or consumer marketing innovation. In order to make up for this research gap and to further understand the ways and elements of industrial marketing innovation, this study analyzes the success stories of the industry through three scopes: “enterprise innovation”, “marketing innovation” and “industrial marketing”. Finally, the marketing innovation structure of the electronic component industry and the following conclusions are summarized.
Conclusion 1: In the process of implementing industrial marketing innovation, electronic component manufacturers will first conduct marketing research on end users and form strategic alliances with other partners in the industry to promote the new product concepts and marketing relationship.
Conclusion 2: In the process of implementing industrial marketing innovation, electronic component manufacturers will first obtain the cooperation intentions of customers and coordinate the cross-functional teamwork between the two parties to increase the launch opportunities of innovative products.
Conclusion 3: In the process of implementing industrial marketing innovation, electronic component manufacturers will increase the value of their products through links with strategic alliance partners, and will also speed up product launch by subsidizing small original brand manufacturers.
Conclusion 4: In the process of implementing industrial marketing innovation, the key elements of industrial marketing innovation include: knowledge management, value creation, marketing evidence innovation, product concept innovation, venture management, and relationship marketing.
The study draws the academic contributions and practical suggestions in the final section.

並列關鍵字

Electronic components ； innovation ； marketing ； industrial marketing ； relationship marketing ； marketing research ； knowledge management ； marketing innovation ； product concepts ； value creation

參考文獻

一、 英文部分

1. Aaker, D. A. (2009). Managing Brand Equity. New York: Simon and Schuster.

2. Afuah, A. N.& Bahram, N. (1995). The hypercube of innovation. Research policy, 24(1), 51-76.

3. Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35(2), 93-103.

4. Berry, L. L. (1991). Marketing Services: Competing Through Quality. New York: Simon and Schuster.