臺灣博碩士論文加值系統

論文摘要：
隨著全球科技的進步，市場環境的變遷，顧客需求的改變，促使市場競爭日趨激烈，對於中小企業而言，大大提高了經營風險，與不可預期的挑戰。鑑於此，台灣中小企業要贏得市場競爭力，獲得順利發展，則必須更貼近顧客用戶的需求並且站在主動性市場導向的角度，以及建立具有其應變功能的組織，方能抓得住瞬息萬變的市場，以利推動最佳的因應策略來促進自身的管理和經營。
本研究基於上述觀點，並以ＳＴ公司為例，藉由其進行個案分析，探討主動性市場導向、品牌定位策略、及品牌權益間之關係。
以銑刀產業而言，初期大多以代工起家為主；經由長期累積其經驗與設計製造能力OEM、ODM，再進化成自創品牌(OBM)，其進化過程中意識到代工利潤微薄，甚至無法跳脫偏重成本競爭的紅海威脅，因而逐步往微笑曲線的左右兩端移動，朝向自有品牌經營發展，然而，企業要在高度競爭的環境下存活，必須要最大化地成長獲利。研究結果發現：「主動性市場導向」會影響「基於設計的差異化」、「基於品質的差異化」及「基於價格的差異化」的「品牌定位策略」，進而能有效提升生企業品牌權益。

關鍵字: 主動性市場導向、品牌定位策略、品牌權益

Abstract：
Market competitiveness grows rapidly due to the improvement of the global technology, changes of the market environment, and changes in the habit of consumer. This circumstances not only greatly increased the managing risk but also the unpredictable challenges for the SMEs. In view of this, if the SMEs in Taiwan want to gain the market competitiveness, they should be focus more on what consumers need and stand in a proactive market-oriented perspective to establish an organization with its responsiveness in order to grasp the rapid changes and promote the best strategy to improve the operation and management of the company. This study is based on the above viewpoints, and takes ST company as an example to analyze and discuss.
In the early stage of the milling cutter industry, most of them started from the foundry. Through accumulating the experience for a long time and gaining the ability of design, OEM and ODM had turn into OBM. During the process, they realized that the foundry profit is way too little that they are unable to jump out of the threat of the Red Sea, which is biased towards price competition, and gradually move towards the left and right ends of the smile curve to develop its own brand management. However, in order to survive in a highly competitive environment, SMEs must maximize the growth and profit. According to this study: "Proactive market orientation" will affect the "brand-based positioning strategy", "design-based differentiation", "quality-based differentiation" and "price-based differentiation", which will effectively enhance the brand equity of the company.

Keyword: Proactive market orientation, Brand positioning, Brand equity

目次
中文摘要 I
Abstract II
目次 IV
表次 V
圖次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻回顧 3
第一節 主動性市場行銷 3
第二節 品牌定位策略 6
第三節 品牌權益 9
第三章 個案分析與方法 11
第一節 全球切削刀具產業概況 11
第二節 台灣切削刀具產業概況 12
第三節 企業概況 14
第四節 競爭優勢建構 17
第四章 研究發現與命題 19
第一節 主動式市場導向與品牌定位策略 19
第二節 產業環境競爭的干擾效果 23
第三節 品牌定位策略對品牌權益之影響 24
第五章 結論與建議 26
第一節 研究結論 26
第二節 管理意涵 27
第三節 研究限制與未來研究方向 28
參考文獻 29


表次
表3-2-2切削刀具現有企業的競爭分析 14
表3-3-2 產品定位 17
表3-4-1競爭優勢分析 18

圖次
圖2-3-1 品牌權益觀點 10
圖3-2-1切削刀具制造行業產業鏈 12
圖3-3-1主要市場 16
圖4-1-1 觀念架構圖 19

Aaker, D. A. (1991): Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New York.
Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22(6), 464–482.
Arnott, D. C. (1993). Positioning: Redefining the concept. University of Warwick, Warwick Business School Research.
Beverland, M., Napoli, J., & Lindgreen, A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management, 36(8), 1082–1093.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27(4), 411–427.
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm performance. Journal of Business Research, 65(3), 311–316.
Blankson, C, Cowan, K, Crawford, J, Kalafatis, S, Singh, J,&Coffie, S.(2013).Areview of the relationships and impact of market orientation and market positioning on organisational performance. Journal of Strategic Marketing, 21(6), 499–512.
Blankson, C., & Kalafatis, S. P. (2004). The development and validation of a scale measuring consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Management, 20(1–2), 5–43.


Berghman, L., Matthyssens, P., & Vandenbempt, K. (2006). Building competences for new customer value creation: An exploratory study. Industrial Marketing Management, 35(8), 961–973.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1), 24–26.
Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32–43.
Baalbaki, Sally Samih, (2012) Consumer Perception of Brand Equity Measurement: A New Scale, page 16, Dissertation of doctor of philosophy, University of North Texas
Cano, C. R., Carrillat, F. A., & Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business performance: Evidence from five continents. International Journal of Research in Marketing, 21(2), 179–200.
Clow, Kenneth E. and Donald Baack (2005), “Brand and Brand Equity”, Concise Encyclopedia of Advertising, Haworth Press, Inc.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 37–52.
Deshpandé, R., Farley, J. U., & Webster, F. E., Jr. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 23–37.
Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37(2), 218–227.


Desarbo, W. S., Di Benedetto, C. A., & Song, M. (2007). A heterogeneous resource based view for exploring relationships between firm performance and capabilities. Journal of Modelling in Management, 2(2), 103–130.
Fuchs, C.,& Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763–1786.
Farquhar, P.H. (1989), “Managing brand equity”, Marketing Research, Vol. 1, September, pp. 24-33
Gregory, G. D., Ngo, L. V., & Karavdic, M. (2017). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management.
Herbst, U., & Merz, M. A. (2011). The industrial brand personality scale: Building strong business-to-business brands. Industrial Marketing Management, 40(7), 1072–1081.
He, J., Huang, H., & Wu, W. (2018). Influence of inter firm brand values congruence on relationship qualities in B2B contexts. Industrial Marketing Management, 72, 161–173.
Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62, 42 –54.
Hult, G. T. M., & Ketchen, D. J. (2001). Does market orientation matter? A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899–906.
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62, 30 –45.

Homburg, C., & Pflesser, C. (2000). A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, 37(4), 449–462.
Herhausen, D. (2016). Unfolding the ambidextrous effects of proactive and responsive market orientation. Journal of Business Research, 69(7), 2585–2593.
Hunt, S. D., & Morgan, R. M. (1996). The resource-advantage theory of competition: Dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, 107–114.
Hatch, M., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041–1064.
Hooley, G. J., Piercy, N. F., & Nicoulaud, B. (2007). Marketing strategy and competitive positioning. Harlow: Pearson Education.
Jalkala, A., & Keränen, J. (2014). Brand positioning strategies for industrial firms providing customer solutions. Journal of Business & Industrial Marketing, 29(3), 253–264.
Ketchen, D. J., Hult, G. T. M., & Slater, S. F. (2007). Toward greater understanding of market orientation and the resource-based view. Strategic Management Journal, 28(9), 961–964.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54,1 –18.
Kotler, P. (2003). Principles of marketing. New York: Pearson education.
Kotler, P., & Pfoertsch, W. (2006). B2B brand management. New York: Springer.
Kalafatis, S. P., Tsogas, M. H., & Blankson, C. (2000). Positioning strategies in business markets. Journal of Business & Industrial Marketing, 15(6), 416–437.


Kotha, S., & Vadlamani, B. L. (1995). Assessing generic strategies: An empirical investigation of two competing typologies in discrete manufacturing industries. Strategic Management Journal, 16(1), 75–83.
Keller, K. L. (1993): Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
Lamore, P. R., Berkowitz, D., & Farrington, P. A. (2013). Proactive/responsive market orientation and marketing—Research and development integration. Journal of Product Innovation Management, 30(4), 695–711.
Liu, W., & Atuahene-Gima, K. (2018). Enhancing product innovation performance in a dysfunctional competitive environment: The roles of competitive strategies and market-based assets. Industrial Marketing Management, 73,7 –20.
Leek, S., & Christodoulides, G. (2011). Brands: Just for consumers? Introduction to the special issue on B2B branding. Industrial Marketing Management, 40(7), 1060–1062.
Lindgreen, A., Beverland, M. B., & Farrelly, F. (2010). From strategy to tactics: Building, implementing, and managing brand equity in business markets. Industrial Marketing Management, 39(8), 1223–1225.
Lassar, Walfried, Banwari Mittal, and Sharma Arun (1995), “Measuring Customer-Based Brand Equity”, Journal of Consumer Marketing, 12 (4), 11-19.
Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252–269.
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909–920.
Matsuno, K., Mentzer, J. T., & Rentz, J. O. (2000). A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, 28(4), 527–539.

Mühlbacher, H., Dreher, A., & Gabriel-Ritter, A. (1994). MIPS—Managing industrial positioning strategies. Industrial Marketing Management, 23(4), 287–297.
Morschett, D., Swoboda, B., & Schramm-Klein, H. (2006). Competitive strategies in retailing—An investigation of the applicability of Porter's framework for food retailers. Journal of Retailing and Consumer Services, 13(4), 275–287.
Mintzberg, H. (1988a). Generic strategies: Toward a comprehensive framework. Advances in Strategic Management, 5(1), 1–67.
Nguyen, B., Yu, X., Melewar, T. C., & Chen, J. (2015). Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, 51, 11 –25.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press.
Porter, M. E. (1996). What is strategy. Harvard Business Review, 74(6), 61–78.
Porter, M. (2001). Strategy and the internet. Harvard Business Review, 79(3), 63–78.
Porter, M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 50(4), 135–145.


Penttinen, E., & Palmer, J. (2007). Improving firm positioning through enhanced offerings andbuyer–seller relationships. Industrial Marketing Management, 36(5), 552–564.
Paswan, A. K., Wittmann, C. M., & Young, J. A. (2004). Intra, extra, and internets in franchise network organizations. Journal of Business to Business Marketing, 11(1–2), 103–129.
Roberts, J., & Merrilees, B. (2007). Multiple roles of brands in business-to-business services. Journal of Business & Industrial Marketing, 22(6), 410–417.
Saini, A., & Johnson, J. L. (2005). Organizational capabilities in e-commerce: An empirical investigation of e-brokerage service providers. Journal of the Academy of Marketing Science, 33(3), 360–375.
Sheikh, A., & Lim, M. (2011). Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy. Industrial Marketing Management, 40(7), 1123–1132.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.
Urde, M. (2016). The brand core and its management over time. Journal of Product and Brand Management, 25(1), 26–42.
Virtsonis, N., & Harridge-March, S. (2009). Brand positioning in the B2B online environment: A case from the UK print industry. Journal of Brand Management, 16(8), 556–570.
Voola, R., & O'Cass, A. (2010). Implementing competitive strategies: The role of responsive and proactive market orientations. European Journal of Marketing, 44(1/2), 245–266.
Veloutsou, C., & Taylor, C. S. (2012). The role of the brand as a person in business to business brands. Industrial Marketing Management, 41(6), 898–907.
Vazquez, R., Del Rio, Belen A., and Iglesias, V. (2002). Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management 18, 27–48.
Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388–402.
Wortzel, L. H. (1987). Retailing strategies for today's mature marketplace. Journal of Business Strategy, 7(4), 45–56.