| Author: | 杨晓彤 Yang, Xiaotong |
| Title: | 自有成份性品牌的战略营销作用与工业 B2B 市场中对主品牌的影响探索 Zi you cheng fen xing pin pai de zhan lüe ying xiao zuo yong yu gong ye B2B shi chang zhong dui zhu pin pai de ying xiang tan suo |
| Other Title: | A study of the strategic role of self-owned ingredient brand and its impact on B2B host brand development in China's equipment-making industry |
| Advisors: | 叶世中 (SPEED) 黄旭 (MM) 谢博安 (MM) 张绪彬 (MM) |
| Degree: | D.Mgt. |
| Year: | 2013 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Branding (Marketing) Brand name products |
| Department: | Faculty of Business |
| Pages: | 150 leaves ; 30 cm |
| Language: | Chinese |
| Abstract: | 识别、采用或获得潜在的成份性品牌资源以帮助提升公司主品牌的质量形象，已经成为中国B2B工业市场上增加竞争优势的一种战略性决策。自中国市场开放以来，日益激烈的竞争环境迫使中国企业不断提升质量和专业技术水平。因此，获得或采用国外知名的成份性品牌或要素品牌已经成为中国工业企业的普遍做法。本研究旨在探索中国煤炭工业装备制造产业范围内，通过对高端成份性品牌，特别是建立自有的成份性品牌对主品牌的作用以及对主品牌公司质量导向、客满意度和客忠诚度的影响。研究假设自有成份性品牌信任会对其它变量起到更高的调节作用，并对主品牌与质量导向战略情境也存在重要的调节机制。本研究的一手数据主要来自主品牌和自有成份性品牌的客专项调研。本实证研究分析结果将为现有的在工业B2B市场领域中品牌营销学术研究提供新的知识见解，并为准备或可能计划进行自有成份性品牌联合战略选择，以期望实现主品牌更可持续性竞争优势发展的中国企业，特别是大中型工业装备制造企业在战略性品牌管理营销层面提供可操作性实践的指导建议。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b2778020x.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 796.04 kB | Adobe PDF | View/Open |
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