以行銷3.0之品牌概念預測 消費電子廠商對代工廠選擇偏好

Abstract

因應產業結構變動、市場變遷、科技快速演進以及人類追求超越物質層面享受的需求變化，基於消費者需求及偏好為導向之行銷2.0概念已經無法滿足高科技廠商於精神層面及環境友善的訴求，且顧客與供應商的界線逐漸模糊，故行銷大師Kotler提出本於參與及合作行銷、全球化悖論與文化行銷、及創意社會興起的新一代行銷3.0概念，唯少有學者著墨行銷3.0於企業對企業交易之應用，因此，本研究擬基於行銷3.0概念之精神行銷為基礎，透過文獻回顧建構品牌內涵之分析架構，先透過專家問卷以修正式德菲法確認影響消費電子廠商決定選擇代工廠品牌之關鍵要素與分析模式之合理性，並結合決策實驗室分析法(DEMATEL)找出各要素間的影響程度，並建立假設模型。以結構方程模型(Structural Equation Model; SEM)之適配度(fitness)驗證假設是否成立，再以約略集合理論(Rough Set Theory; RST)歸納出十三條決策規則推衍消費電子廠商選擇代工廠之行為模式分析規則，依所推衍之核心(core)確定最具影響力之關鍵要素後，邀集消費電子廠商之資深行銷人員，以灰關聯分析(Grey Relational Analysis; GRA)選擇最合適之行銷策略為向消費者傳遞企業願景及最好社會回饋與公益。本研究將以我國消費性電子產品廠商為實證分析對象，並依據實證之結果定義影響代工廠選擇偏好之關鍵要素與佳策略。研究結果將可作為未來消費性電子產品供應商選擇代工廠時訂定品牌行銷策略之依據。The industry structure evolutions, market migrations, fast technology enhancements and the people’s pursue for spiritual lives urged the dramatic change and fundamental transformation of marketing concepts. The traditional Marketing 2.0 concepts based on consumer preferences and demands can no more fulfill high technology marketing needs for pursuing spiritual lives and environment friendly lifestyles. Furthermore, the boundary between suppliers and consumers decline gradually. Therefore, Philip Kotler, the marketing guru, introduced the new Marketing 3.0 concept consisting of three main themes, participation and collaborative marketing, globalization paradox and cultural marketing, as well as the rise in the creative society. However, very few scholars tried to uncover how the Marketing 3.0 concepts can be applied in business to business transactions. Therefore, based on the spiritual marketing concepts of Marketing 3.0, the construct the brand marketing theoretic framework and the corresponding hypothesis will be proposed. First, criteria can be derived by using literature review and the framework will be confirmed by experts by using the modified Delphi method. Then, DEMATEL will be introduced for deriving the influences between the factors. After that, the hypothesis can be tested by SEM and every hypothesis is supported. Furthermore, the Rough Set Theory (RST) will be introduced for deriving the prediction rules for suppliers‘ preferences in choosing a subcontractor. There are 13 main rules be found. Finally, the Grey Related Analysis (GRA) will be used to derive Grey coefficients corresponding each criteria and the Marketing 3.0 brand strategies. Corporate Social Responsibility and Marketing the Corporate Mission to the Consumers are the suitable strategies in this research. An empirical study will be based on a Taiwanese consumer electronic firms‘ preferences toward subcontractors. Based on the empirical study results, the major factors influencing suppliers‘ behaviors and the best barnding strategies in Marketing 3.0 will be defined. The research result can also serve as a basis for consumer electronics manufacturer service providers’ branding strategy definitions.