B2B成分供应商HH公司的推式和拉式品牌推广策略研究

发布时间：2018-01-21 09:12

  本文关键词： B2B成分供应商 品牌利益 购买意向 推式和拉式品牌推广策略　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：在B2B工业品市场中,诸多供应商已经开始注入大量资金到本品牌营销中,因为品牌推广策略能够为其在竞争日益激烈的环境下,持续创造和维持利润的增长。成分供应商在B2B环境下,除了与其直接的客OEM厂商进行营销,也可以通过OEM厂商与OEM厂商的最终用户建立品牌营销的关系。成分供应商亟待需要共同了解最终用户和OEM厂商的需求,而不是默默无闻地使成分供应商品牌湮没在整机产品之中。因此,成分供应商品牌推广策略非常重要。根据现有的文献中B2B成分供应商品牌利益的理性和感性因素的促进作用,成分供应商对其不同最终用户和OEM厂商的购买意向的影响,以及应用成分供应商的品牌利益作用调整与最终用户的拉式品牌推广策略和OEM厂商的推式品牌推广策略是本研究的重点。本文将结合具有代表性行业的HH公司-数控机床、测量元件供应商的品牌营销策略现状和问题,从品牌利益的理性利益和感性利益着手,通过对HH公司的品牌利益进行界定和效果分析,得出理性利益和感性利益对OEM厂商和最终用户的品牌购买意向是不同。同时还针对最终用户和OEM厂商的影响因素,分析了HH公司品牌利益的不同效果,并对HH公司的品牌利益与最终用户的拉式品牌推广策略和与OEM厂商的推式品牌推广策略作了针对性地调整。因此,HH公司品牌利益能够提高最终用户和数控机床OEM厂商的品牌购买意向,有效地实现品牌推广的效率。品牌利益的应用使得HH公司的品牌推广策略更加精准、有效地满足最终用户和OEM厂商的需求,提升成分供应商的品牌竞争力,持续吸引最终用户和OEM厂商购买成分供应商品牌,进而建立最终用户和OEM厂商的忠诚度。
[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.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4
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本文编号：1451072