B2B整合行銷溝通在高科技技術產品生命週期的應用

Abstract

整合行銷溝通是一家公司傳遞品牌價值與整體品牌資訊，與目標顧客建立產品與知識連結的重要手段，在高科技產業的B2B企業使用整合行銷溝通的最終目的是獲得最多的潛在銷售線索，交給業務部門繼續完成交易以挹注公司的業績成長。 另一方面，高科技行業中前仆後繼的許多產品或解決方案，往往在上市之初有莫大聲勢，也常見有叫好的產品不叫座，未及攀上銷售的成長階段便殞落或被其他的產品取代而在市場上銷聲匿跡，或因眾多企業的觀望，則有賴成功案例的推波助瀾；或因產業內對於技術的概念與溝通上不足夠，則需要B2B的企業及時與極力的對市場發出溝通訊息，將最新的技術解決方案概念轉換為普遍化的資訊或知識。此類的任務即為整合行銷溝通的使命，是行銷策略執行的最後一哩路。 基於此整合行銷溝通的重要性，本論文針對「溝通」的實際執行做為研究的重點。選定的研究內容是高科技的B2B企業提出行銷策略或訂出行銷計劃後，如何透過整合行銷溝通的實際操作，達成行銷溝通的目的，以完成行銷策略的最後一哩路，回饋成果貢獻於業務績效。 本研究所選定的個案公司為一歷史悠久的全球性電子量測儀器供應商，以銷售產品與整體技術解決方案與顧問服務為主要營運項目。在執行相關的整合行銷溝通專案過程中，需要對有限的行銷資源加以分配，要能預見市場上的行銷溝通需求且在顧客需要之前備妥以滿足，也需要面對顧客提供直接的溝通訊息。整體專案的執行有其繁複與相關性，並且提供效用評估以封閉式的回饋將行銷溝通的結果加以呈現。本研究主要的內容： 1. 高科技的B2B企業對於企業的採購，通常需要完成一個決策的流程，使企業的技術單位與財務單位在企業發展的決策前提共同完成一個技術採購案，此類產業的特性對應B2B企業的整合行銷溝通可達成的成果，僅能及於以行銷溝通發揮影響力，以獲得所接觸顧客釋出的採購興趣或進一步釋出採購時程與預算編列的線索。 2. 分析技術採用生命週期 (Technical Product Life Cycle) 各階段的技術採用者的技術需求與採用動機，以妥適分配行銷資源，並配合週期內各階段的行銷策略，階段性的完成各類型的整合行銷溝通需求。這些用以滿足技術採用者的行銷溝通資訊，在行銷策略是通常是列舉式的簡要名稱，本研究則闡述其執行細節。 3. 整合行銷溝通的整體執行重點式是透過豐富且多樣的訊息載具達成「溝通」的目的，溝通訊號發出後，即使溝通的過程中有雜訊與干擾，仍設法使訊息接收者能夠正確受訊，並且給予期待中的回饋。本研究將B2B的整合行銷溝通訊息各種載具的執行加以說明，也將個案公司的執行實例加以呈現。

Integrated Marketing Communication (IMC) is an important marketing approach to communicate a brand, to deliver and sustain the brand value, and to engage with the target audience with a process of product/ solution/ service associations or image. The goal of IMC in a B2B high-tech company is to maximize the opportunity of generating sales leads in order to convert to revenue from sales activities. Another perspective of IMC is to mitigate the gap of the lack of knowledge and communication for launched revolutionary products or solutions along with high expectation and then flopped in the market; or the lack of successful business cases for followers. With the last mile to execute marketing strategy, IMC has a mission for interpret the emerging technology products to customer language in B2B business model high-tech companies. This study focus on the empirical research of communication, the dynamic marketing process, and describes the B2B business model high-tech company achieve their goal of company growth via an IMC process among the stages of marketing strategy. This study analyzes the case of an electronic test & measurement instruments brand supplier, delivers solutions in wireless communications, aerospace and defense and semiconductor markets with world-class platforms, software and consistent measurement science. This case illustrates the proactive action to connect customers with its integrated marketing communication vehicles ahead of customers’ need within limited resources. The direct messaging and content also needs to be ready and response to customer timely. Moreover, evaluation metrics provide communication results based on closed loop feedback in the relevant project report. This study includes: 1. IMC is to, ultimately, earn the sales leads from the communications to create the Attention, Interest, Desire, Action (AIDA) from target audiences, and extend to influence the procurement decision process in B2B business model which involves an investment plan to accelerate the company technical competence in order to catch up the early market business opportunities. 2. In addition to IMC in the marketing implementation of strategy, the High Tech Market Development Model, which is Technology Product Life Cycle has used in this study and explains the phases and the technology adoption individuals. IMC develops appropriate programs to communicate with these phases technology users. 3. This study provide deep view of the essential elements of IMC from case study, the goal of communication of which messages carrier through multiple channels to the audience, represented that the audience received the signal accurately and response as expected.