B2B產業之品牌行銷策略探索 —以旭然國際Filtrafine為例

Abstract

旭然國際為臺灣最具代表性的過濾設備企業，事業體橫跨過濾產業上中下游價值鏈，2002年成立自有品牌Filtrafine享譽國際過濾市場，行銷海外50餘國；但隨著大環境與市場變化，市場競爭漸趨激烈，企業行銷策略調整相對來得重要，要如何找到企業存續的關鍵命脈，是現階段最重要的議題。 本研究將以臺灣過濾產業領導企業─旭然國際Filtrafine品牌為對象，以質性研究的方式，探討B2B產業的行銷策略，找出企業未來的行銷策略走向與提升市場競爭力之方向及建議，希望研究結果能對企業提供永續經營之效益。

Bright Sheland International (BSI) is most representative company in filtration industry in Taiwan. Its corporate vertical integration from material R&D to sales distribution and service to the end user premise. In 2002, BSI created Filtrafine® brand and has grown well known globally. Filtrafine products distributed to more than 50 countries across five continents. Due to the swift changes in current economy and filtration market, the competition is becoming increasingly fierce. Quick adjustment on corporate marketing strategy is important. Attentive response to customer demand is crucial winning customer loyalty. This research will focus on Taiwan filtration leader, BSI’s brand, Filtrafine®, as a qualitative analysis to explore the brand marketing strategy in the B2B industry. The marketing strategy of the company outline future direction, enhance its market competitiveness, and achieve sustainable and durable strategy for the business.