工業產品行銷方式與大眾消費品行銷方式存在很大不同。隨著產業的發展及全球化來臨,台灣製造業廠商面臨國際化競爭的環境,在企業追求更高利潤的前提下,紛紛走向自有品牌一途。當前文獻對於工業產品自有品牌之品牌建立學習過程,以及品牌經營與通路關係、企業成長之間的連結,較少著墨討論。因此,深入瞭解台灣企業之品牌建立與發展的學習過程,將更有助於建構廠商經營代工與自有品牌的行銷理論與應用。有鑑於此,本研究藉由次級資料的蒐集與深入訪談,以台灣輕鋼架領導廠商個案C公司為研究對象,希望對台灣企業之品牌建立與發展的學習過程有更深度的瞭解。 本研究採用質性研究中的個案研究法進行研究。先以次級資料了解其歷史背景及擬出訪談大綱。再透過個案的深入訪談,期望能以實際訪談結果與文獻彙整,發展出結論與建議。本研究具體結論如下: 1. 自有品牌有助於工業產品行銷。 2. 品質是創造品牌權益的基礎。 3. 服務是創造品牌權益的基礎。 4. 當企業目標為規模經濟或產量提升,自有品牌與代工是彼此互補。 5. 當企業目標為提升營業獲利,自有品牌與代工是彼此互斥。 6. 維持良好客戶關係有助於自有品牌的市場開拓。 7. 發展自有品牌有助於企業成長。
Industrial brand management plays important roles that allow firms to gain substantial competitive advantages in industrial marketing field. However, many Taiwan’s companies are small and medium enterprises which lack experience and resources in brand management. The main purpose of thesis research is to provide some insight by investigating the branding process of Taiwan industrial product. By using the in-depth interview method, I try to answer the following questions: How does a firm make strategic decisions of firm growth? How does a firm manage conflicts between their OEM and private brand? How does a firm deliver brand equity to customer? And how does channel management impact channel performance and customer satisfaction? The major findings of this study include: First, building a private brand have positive impact on industrial product marketing. Second, the foundation of brand equity are product quality and service satisfaction. Third, the co-existance of OEM and private brand in a firm is complimental when the firm focuses on sales increase. In contrast, the co-existance of OEM and private brand in a firm will be conflicting when the firm tries to increase profit rate. Fourth, good relationship with the key customer is important in private brand marketing. Fifth, bulding private brand is good for firm’s long-term growth.