| Summary: | 碩士 === 文藻外語大學 === 國際事業暨文化交流研究所 === 103 === In recent years, the brand issues have been considered as one of very important management strategies and measurements by the firms and academic research. Therefore, how to establish and implement an unconventional marketing approach to Strategic Brand Management has become an important worldwide topic for business management. However, as we review the existing literature on Strategic Brand Management, we found that most of the current literature take on the perspectives of the sellers’ marketing strategies, only a very few from the buyers’ perspectives, such as Strategic Supply Management. Since machinery is an important industry, with B2B business model, supplier management is a critical management issue. Therefore, this study will use a heavy machinery corporation as a case study company, analyzing its 100 procurement cases with 211 suppliers (each case has two assessments) as samples for a case study to investigate what are key factors in supplier's strategic brand management which mostly influence buyers' procurement qualification decision? Thereby affecting whether it obtain the qualification of entering the procurement process. The study found that Suppliers' strategic brand management have a positive impact relations to strategic partner levels, and the suppliers conform to the strategic partner levels has a significant chance of ascending into the procurement process. The research findings will benefit managerial practices and academic research.
Key word: Strategic Brand Management, Strategic Supply Management, Machinery industry, B to B, Logistics Regression
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