B2B企業員工品牌行為之探討—以台灣電子業為例

Abstract

B2B業務是台灣電子產業中最主要的商業模式，而代工生產的公司企業EMS (Electronic Manufacturing Services ) 對於品牌建立與經營不如B2C企業的積極，員工品牌行為的研究亦不多見。事實上在B2B的企業中，員工展現的品牌行為影響深遠，本研究以台灣電子產業為對象，採用質性研究，列舉五大問題訪問綱要，針對八種不同電子產業中的資深業務、專案經理、產品經理來進行深度訪談，彙整所蒐集之資訊，進行分析並整理歸納出相關的品牌行為。

B2B business is the most important business model in Taiwan's electronics industry, and EMS (Electronic Manufacturing Services ) companies are less active in brand building and operation than B2C companies, moreover research on employee brand behavior is rare. In fact, in B2B companies, the brand behavior exhibited by employees has a far-reaching impact. This study targets the Taiwanese electronics industry, uses a qualitative research, and lists five major question access outlines, targeting on senior Sales representative , Project managers, Product managers conduct in-depth interviews, aggregate the collected information, analyze and sort out relevant brand behaviors.