探討成份品牌在產品生命週期的不同階段所衍生的價值 : 以 Intel Inside 為例

Abstract

隨著科技進入5G，人工智慧、雲端運算、電子商務等等應用，對高速運算與傳輸的伺服器資料中心與終端應用產品例如手機與個人電腦裝置的需求持續成長，高階晶片公司必須持續投資研發與製程來滿足市場需求與保持競爭力。 先進製程的投資金額需求也同時持續提高，這讓晶片公司面臨更高的營運難度、挑戰及風險。英特爾1991年起開始Intel Inside 的成份品牌行銷是近代品牌行銷史上最成功的一個案列，透過成份品牌的建立英特爾可以運用對終端消費市場的主導權與影響力來靈活的執行各種行銷策略與商業方案，來影響其產品生命週期的不同階段的趨勢，來達到英特爾的目標。 由Intel Inside的成功案例與英特爾在過去近30年受惠於成功的成份品牌帶來的巨大成長，證明了成份品牌在產品生命週期的不同階段所衍生的價值，對英特爾的貢獻是媲美英特爾投資在技術與製程上的報酬率。 因此，加強對品牌行銷的投資是未來高階晶片公司必須思考納入的核心競爭力。

5G, AI (artificial intelligent), cloud computing and E-commerce bring more efficient way of life to human beings. These high technologies are built upon high speed computing infrastructures and wide band width and high speed of data transmission that require more in-advanced computing silicon chipset solution. Thus, high-end silicon chipset companies need to spend more financial and talent resources to R D and advanced manufacturing process that requires significant financial investment and risk burden. Intel Inside, launched in 1991, is one of the most successful and legendary ingredient branding campaigns in the history. Intel’s success in the past 30 years is highly depends on not only advanced technology, but also the robust ingredient brand and industrial ecosystem. The success of Intel Inside ingredient branding strategy proved it brings the values for Intel to implement compelling marketing and business strategies in different stage of product life cycle. Through the ownership of the influential position on the 4P strategy, Intel become more capable to manage company resources allocation effectively for where it requires such as R D, manufacture or business and marketing strategy. Therefore, from the case study of Intel Inside, ingredient branding derivates influential values in different stage of product life cycle that is what high-tech companies should consider adopting as company’s core competence.