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題名:台灣中小型製造業廠牌權益之探索性研究 - 以塑膠機械製造廠為例
作者:黃敏仁
作者(外文):Jerry M.J. Huang
校院名稱:國立中正大學
系所名稱:企業管理系研究所
指導教授:曾光華 ;
艾昌瑞
學位類別:博士
出版日期:2023
主題關鍵詞:廠牌製造背景問責態度營運資源工廠管理廠牌權益manufacturer namemanufacturing backgroundaccountabilityoperating resourcesfactory managementmanufacturer equity
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國際知名消費品企業創造高額品牌權益,讓製造業也對於經營品牌趨之若鶩。 但工業行銷的市場特性和採購者所重視的因素卻和消費市場有所差異,導致品牌的理論在某些工業領域窒礙難行。因此本研究對台灣塑橡膠機械廠和專業媒體進行半結構式訪談,歸納出與廠牌相關的技術、經驗、品質、製造形象、客製化能力、服務、信任、大師坐堂和原產國效應等九個議題。依照這九個議題,研究者在國際展會中隨機挑選客戶進行結構式訪談,由訪談結果中解析相關因素,整理後歸納為製造背景(Background)、問責態度(Accountability)、營運資源(Resource)和工廠管理(Management)等BARM 廠牌權益四大面向。
The high brand equity, that the internationally famous consumer goods companies
are creating, have encouraged the manufacturing industry to run for brand management.However, the characteristics of industrial marketing and the buying decision factors are a lot different from those of the consumer market, which makes the theory of branding difficult to implement in manufacturing industrial fields. Therefore, this study conducts semi-structured interviews with 4 Taiwan Plastic Machinery Factories and 1 professional media, and summarized nine important topics related to manufacturer equity, such as the technology, experience, quality, image of manufacturing, ability of customization, service, trust, “master in house” and country of origin effects. According to these nine topics, author randomly selected 5 buyers in an international exhibition to conduct structured interviews, analyzed relevant factors from the interview results, and summarized them into the 4 aspects of BARM manufacturer equity, which are, Background of the manufacturing, Accountability of running business, Resources for operation, and Management of the plant.
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