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研究生(外文):Lih-Jiun Chen
論文名稱(外文):An Exploratory Study on the Marketing Communication and Strategy for Contract Manufacturing Suppliers to Global Sourcing Companies
外文關鍵詞:Business-to-Business MarketingMarketing CommunicationGlobal SourcingContract Manufacturing
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This thesis aims to analyze the marketing and communications strategy for contract manufacturing suppliers to develop long lasting business relationship with respect to global sourcing companies by understanding the drivers of the global sourcing team. By doing so, the contract manufacturing suppliers can enhance the extent of its value creation and hence strengthen its competitiveness and growth in the global sourcing markets.
Similar to any BSB business operation, contract manufacturing suppliers face a complex organization context when engaging businesses with a global sourcing company with an ultimate goal of making profits, growing the business sustainably, and wining long-term business relationship. However, these manufacturing suppliers focus mainly on their manufacturing productivities, product quality so that they can drive costs down to compete in the market. They therefore overly focus on internal factors and overlook the value that marketing efforts can bring to their success. Some might even think that marketing is a waste and unproductive to the final result.
Our research finds that contract manufacturing suppliers usually deliver values beyond product quality and price, but they often fail to convert the value into higher price and long-term relationship. They often end up providing a lower cost to secure the business. As a matter of fact, when contract manufacturing suppliers look for long-term margins and growth, cost control is not the only way to make these things happen. They can also leverage B2B marketing strategies and activities to increase competitive advantages and the level of stickiness with customers for a better and more sustainable business model.
This research first explains the new product development process and control points from the perspective of a global sourcing company, as well as the roles of related decision-making units with their differential drivers. Their communication should include different messages at the different stages of the processes. It is important to have effective communication to convey the right messages.
This is not as simple as having a new marketing function inside the business organization that can own the marketing capability and build on the value of marketing to businesses. It requires a visionary strategy with workable plan for execution. The business should lead the plan, and provide the hand to implement and the heart to be passionate about transforming the company from a production-driven to a production-and-market driven business.

Table of Contents
Acknowledgments iii
Thesis Abstract vi
Table of Contents vii
List of Figures viii
List of Tables ix
Chapter 1 - Introduction 10
1.1 Background 10
1.2 Research Motivation 16
1.3 Research Questions 19
1.4 Purpose 20
1.5 Research Methodology 21
1.6 Limitation 21
1.7 Thesis Structure 22
Chapter 2 - Literature Review 24
2.1 Marketing Concept 24
2.2 Strategy and Competitiveness 26
2.3 B2B Marketing Strategy 27
2.4 B2B Decision Making Process 28
2.5 New Product Development Process 29
2.6 Marketing Activities 30
2.7 Contract Manufacturing Suppliers 32
2.8 Global Sourcing 33
Chapter 3 – Global Sourcing: Role and Drivers 35
3.1 Reasons for global sourcing 35
3.2 Roles, drivers and missions 41
3.3 Expectations from the global sourcing 44
Chapter 4 – Marketing Strategy of Contract Manufacturing Suppliers 46
4.1 B2B marketing objective 46
4.2 B2B marketing strategy 47
4.3 Corporate value proposition 50
4.4 Segmentation 51
4.5 Key Account Management 52
4.6 Personal Selling 54
4.7 Value and price analysis 55
4.8 Marketing Communication 56
4.9 Summary 58
Chapter 5 – Conclusions and Recommendations 60
5.1 Conclusions 60
5.2 Recommendations 63
Reference 66
List of Figures
Figure 2.1 &;#822; The marketing of value 25
Figure 2.2 &;#822; Competitiveness and firm strategy 26
Figure 2.3 &;#822; A simple marketing system 27
Figure 2.4 &;#822; Decision making unit in B2B market 28
Figure 2.5 &;#822; An approach with five overlapping stages and gates 30
Figure 2.6 &;#822; The level of purchasing and sourcing 34
Figure 3. 1 &;#822; New &; renovated product development gate and stage matrix flow 41
Figure 3. 2 &;#822; The map of functions vs. decision making roles 42
Figure 3. 3 &;#822; Innovative matrix framework for product development 45
Figure 4. 1 &;#822; The marketing flow and effect 46
Figure 4. 2 &;#822; A map of marketing strategy 48
Figure 4. 3 &;#822; Marketing development process 49
Figure 4. 4 &;#822; Segmentation 52
Figure 4. 5 &;#822; Value and price analysis 56
Figure 4. 6 &;#822; Marketing communications 57

List of Tables
Table 1.1 &;#822; Type of global sourcing relationship 12
Table 3. 1 &;#822; Arguments in advantage vs. disadvantage for going outsourcing 36
Table 3. 2 &;#822; Gates for the new and renovated product development 37
Table 3. 3 &;#822; Stages to gather information for the product development 39
Table 3. 4 &;#822; Define roles, drivers and missions of global sourcing team 43
Table 4. 1 &;#822; Type of concerns when dealing with the sourcing team 54

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