| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 101 === 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.
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