本文關(guān)鍵詞： B2B成分供應(yīng)商 品牌利益 購(gòu)買意向 推式和拉式品牌推廣策略　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在B2B工業(yè)品市場(chǎng)中,諸多供應(yīng)商已經(jīng)開始注入大量資金到本品牌營(yíng)銷中,因?yàn)槠放仆茝V策略能夠?yàn)槠湓诟?jìng)爭(zhēng)日益激烈的環(huán)境下,持續(xù)創(chuàng)造和維持利潤(rùn)的增長(zhǎng)。成分供應(yīng)商在B2B環(huán)境下,除了與其直接的客OEM廠商進(jìn)行營(yíng)銷,也可以通過OEM廠商與OEM廠商的最終用戶建立品牌營(yíng)銷的關(guān)系。成分供應(yīng)商亟待需要共同了解最終用戶和OEM廠商的需求,而不是默默無聞地使成分供應(yīng)商品牌湮沒在整機(jī)產(chǎn)品之中。因此,成分供應(yīng)商品牌推廣策略非常重要。根據(jù)現(xiàn)有的文獻(xiàn)中B2B成分供應(yīng)商品牌利益的理性和感性因素的促進(jìn)作用,成分供應(yīng)商對(duì)其不同最終用戶和OEM廠商的購(gòu)買意向的影響,以及應(yīng)用成分供應(yīng)商的品牌利益作用調(diào)整與最終用戶的拉式品牌推廣策略和OEM廠商的推式品牌推廣策略是本研究的重點(diǎn)。本文將結(jié)合具有代表性行業(yè)的HH公司-數(shù)控機(jī)床、測(cè)量元件供應(yīng)商的品牌營(yíng)銷策略現(xiàn)狀和問題,從品牌利益的理性利益和感性利益著手,通過對(duì)HH公司的品牌利益進(jìn)行界定和效果分析,得出理性利益和感性利益對(duì)OEM廠商和最終用戶的品牌購(gòu)買意向是不同。同時(shí)還針對(duì)最終用戶和OEM廠商的影響因素,分析了HH公司品牌利益的不同效果,并對(duì)HH公司的品牌利益與最終用戶的拉式品牌推廣策略和與OEM廠商的推式品牌推廣策略作了針對(duì)性地調(diào)整。因此,HH公司品牌利益能夠提高最終用戶和數(shù)控機(jī)床OEM廠商的品牌購(gòu)買意向,有效地實(shí)現(xiàn)品牌推廣的效率。品牌利益的應(yīng)用使得HH公司的品牌推廣策略更加精準(zhǔn)、有效地滿足最終用戶和OEM廠商的需求,提升成分供應(yīng)商的品牌競(jìng)爭(zhēng)力,持續(xù)吸引最終用戶和OEM廠商購(gòu)買成分供應(yīng)商品牌,進(jìn)而建立最終用戶和OEM廠商的忠誠(chéng)度。
[Abstract]:In the B2B industrial product market, many suppliers have started to inject a lot of funds into the brand marketing, because the brand promotion strategy can help them in the increasingly competitive environment. Continue to create and maintain profit growth. Component suppliers in a B2B environment, in addition to their direct customer OEM vendor marketing. It is also possible to establish a brand marketing relationship between the OEM manufacturer and the end-user of the OEM vendor. The component suppliers need to understand the needs of the end-user and the OEM manufacturer together. Instead of obscuring the components supplier brand annihilation in the whole machine product. Component supplier brand promotion strategy is very important. According to the existing literature B2B component supplier brand interests of rational and emotional factors to promote the role. The influence of component suppliers on the purchase intentions of their different end-users and OEM vendors. The emphasis of this study is the adjustment of brand benefit function of application component supplier and the pull brand promotion strategy of end-user and the push brand promotion strategy of OEM manufacturer. This paper will combine with HH of representative industry. Company-CNC machine tools. Measuring the current situation and problems of component suppliers' brand marketing strategy, starting from the rational and perceptual interests of brand interests, through the definition and effect analysis of the brand interests of HH company. It is concluded that rational interest and perceptual interest are different to the brand purchase intention of OEM manufacturer and end user. At the same time, it also aims at the influence factors of end user and OEM manufacturer. This paper analyzes the different effects of HH company's brand interests, and adjusts the brand interests of HH company and the pull brand promotion strategy of end-user and the push brand promotion strategy with OEM manufacturer. HH brand interests can enhance the end-user and CNC machine tool OEM manufacturers brand purchase intention. The application of brand interests makes HH company's brand promotion strategy more accurate, effectively meet the needs of end-users and OEM manufacturers. Enhance the brand competitiveness of component suppliers, continue to attract end-users and OEM manufacturers to buy component supplier brands, and then establish the loyalty of end-users and OEM manufacturers.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.4
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本文編號(hào)：1451072