| Summary: | 碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 104 === Marketing issues began in the 1960s, the evolution from "product-oriented", "consumer-oriented" to "social orientation", its essence is to allow consumers to find the product demand, 1980s Western countries believe business "brand" is the enterprise intangible assets, compared to the weak brand , strong brand can stand out more in the product competition, Taiwan's IT industry was contending with OEM mode to create a "Made in Taiwan" economic miracle in the commercial development of globalization, the current manufacturers in the OEM mode under low margin plus international competitors price competition makes the domestic manufacturers are facing significant business challenges, Taiwan Government and academia to develop brands that the manufacturers should enhance the international competitive advantage.
Limited to the size of the economy of Taiwan, Local IT companies mainly on export-oriented and B2B business mode, the present study industrial computer industry for the image and use HIROSE brand evaluation model, through the 2011 to 2015 financial disclosure report, considered Prestige Driver , Loyalty Driver and Expansion Driver , supported by in-depth interviews and secondary data associated with the investigation of cases the company's brand equity and marketing strategies to carry out the inquiry and its findings provide a reference for future development and marketing strategies to enhance the brand value of the industry.
The results of the study found that :
1. The case the company's own marketing channels and build a global brand into the high research and development resources to create a complete product items it received high prestige driver , the price premium and expansion driver to give the industry the highest brand value.
2. Computer industry customers a high degree of product quality requirements, the main motivation loyalty and quality and new product development-related strategies
3. The expansion of industrial computer manufacturers motivation factors for the international channel sales, and development of non-core businesses no positive correlation.
Keywords: Brand equity, Brand strategy, HIROSE brand evaluation model, Marketing strategy.
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