紡織化學品產業之機能性化學品行銷推廣策略「品牌結盟」案例分析

CASE STUDY ON “BRAND ALLIANCE” MARKETING PROMOTIONAL STRATEGY IN THE SEGMENT OF FUNCTIONAL CHEMICALS IN TEXTILE CHEMICALS INDUSTRY

賴彥男(Yen-Nan Lai)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.01161

摘要

面對市場的挑戰，我國紡織業已轉型朝向附加價值較高的品牌及行銷通路發展。在邁向此一目標的道路上，紡織化學品產業亦應思索如何與國內紡織業者合作，有效運用產業資源與行銷策略，發展高附加價值的機能性化學品以及自有品牌。本研究的目的是希望經由產業分析與個案討論的方式，分析國際性大型紡織化學品公司的拉式行銷推廣策略中的「品牌結盟(co-branding)」案例，以提供相關業界未來發展「品牌結盟」行銷策略之建議。本研究發現，紡織化學品產業仍是非常值得經營的行業。在機能性化學品方面，不論是國內或國際紡織化學品業者，都可以利用拉式行銷推廣中的各種品牌結盟(co-branding)模式，尋求產業水平或垂直價值鏈上，具有共同利益的結盟對象，以加強本身產品開發及行銷推廣策略運用上的能力。並用台灣紡織產業完整結構的力量，針對機能性紡織品的開發與機能性化學品的應用，與結盟夥伴運用各種品牌結盟策略，以團隊運作來形成國際競爭優勢。

關鍵字

紡織化學品 ； 品牌聯盟 ； 品牌結盟 ； 拉式行銷推廣

並列摘要

Facing the challenges from market, ROC’s textile industry has transformed toward developing high additive value products, own brands and marketing channels. On the way toward this transformation, the players of ROC’s textile chemicals industry also have to think how to ally with textile industry, effectively use the resources of textile industry and marketing strategies to develop high added value functional chemicals and own brands. This study is to study the successful and unsuccessful “brand alliance” cases in the textile chemicals industry. To give textile chemicals suppliers a reference on how to apply “brand alliance” strategy for their brands. The findings of this study are: 1. textile chemicals industry is worthy for local companies to put more resources for developing markets. 2. For functional textiles chemicals, the players can use “co-branding” strategy to ally with other companies in the vertical or horizontal value who are complementary and have the same interests to share mutual resources for developing market. Leveraging the power of ROC’s sound textile industry structure, exercising brand alliance strategies as a whole to strengthen international competitiveness.

並列關鍵字

Textile Chemicals ； Brand Alliance ； Co-branding ； Pull Marketing Promotion

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