品牌、市場與行銷整合發展策略之研究－以台灣木工機械產業為例

Research on Integrated Brand Marketing Strategy for Taiwan Woodworking Machinery Industry

廖柏仰(Po-Yang Liao)

指導教授 ： 林均燁

朝陽科技大學/理工學院/木工機器產業研發碩士專班/碩士(2014年)

摘要

90年代起中國大陸木工機械產業憑藉其低勞動成本及政府政策支援所夾帶的龐大資金投入，生產製造技術快速成長，從金字塔底端快速向上爬升，威脅到位居中高階的台灣木工機械業者。為應對對岸的競爭壓力木工機械業者透過產學合作以及政府推廣協助，開始將發展重心轉為研發技術以及品牌行銷端.
為了協助木工機械業者擬定品牌行銷策略，本研究依照品牌、市場定位與行銷策略之研究流程進行探討，著重探討台灣木工機械業者在品牌行銷策略的建構方法與途徑。
因此，本研究首先根據國內外學者文獻整理出品牌、品牌認知與品牌經營、市場定位以及行銷策略的定義與研究成果，研擬出台灣木工機械產業之品牌行銷策略架構圖。以質化研究方式訪談木工機械業主管對於品牌認知程度以及面對既有國際局面之未來市場定位和品牌經營模式，以及訪談木工家具業者瞭解與分析家具業者生產規劃與家具市場趨勢，最後統整出本研究標的產業所需之策略。

關鍵字

質化研究 ； STP ； 品牌行銷策略 ； 木工機械產業

並列摘要

Since 1990s, with low-cost labor and huge government subsidy, the advance of manufacture techniques of China has threatened the woodworking machinery companies in Taiwan, who have occupied the median class world market over the past few decades. To address the challenge, Taiwan woodworking machinery companies, by increasing industry-university collaboration and accreting government subsidies, have accentuated R&D and brand marketing as the operation guidelines.
In order to assist Taiwan companies to build brand marketing strategies, this research emphasizes on exploring the access and methods for Taiwan woodworking machinery companies to develop the strategy of brand marketing, by following the research process – Brand, STP and Marketing strategy.
Therefore, this study starts with the research on the definition and study result of brand, brand recognition, brand operation and marketing strategy in the academic field around the world, to build the brand marketing strategy structure for Taiwan woodworking machinery industry. The study uses qualitative research method to interview Taiwan woodworking machinery company managers to understand the degree of their brand recognition, and realize how they define their STP and the brand operation mode in the future. Moreover, this study has interviewed the wood furniture companies to realize and analyze the manufacture plan and the wood furniture market trend. By gathering and analyzing the collected information, this study constructs the brand marketing strategies for Taiwan woodworking machinery companies as the outcomes of this research.

並列關鍵字

qualitative research ； STP ； brand marketing strategy ； Woodworking machinery industry

參考文獻

[5]. 樊祖燁，「產品知識與產品資訊對組織採購行為之影響」，輔仁管理評論，第十四卷第二期，第133-154頁 (2007)。

[12]. 魯炳炎，政策行銷理論意涵之研究，中國行銷，第七十八期，台北：國立政治大學公企中心，頁31-33，(2007)。

[2]. 游育民，「以策略地圖方法建構台灣木工機械產業競爭策略之研究」。私立朝陽科技大學木工機器產業研發碩士論文，未出版，霧峰(2012)。

[26]. 廖雅琳，「M型社會趨勢下的品牌經營策略研究—以頂級建箱業為例」，私立朝陽科技大學工業工程與管理系碩士論文，霧峰 (2010)。

[31]. Aaker, D. A., Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press(1991)