矽橡膠產業代工製造商技術創新對品牌權益之影響：以K公司為例

Abstract

隨著全球經濟不斷成長以及自由貿易下，逐漸受到中國及東南亞國家低勞力與低生產成本的威脅，矽橡膠產業的競爭受到國際化跟自由化的發展，資源、技術、與供應已無國界的限制，進入全球白熱化的競爭。在此環境下，技術創新則是驅動企業成長的關鍵策略，企業只有透過不斷的創新技術，使公司符合顧客需求，幫助顧客建立競爭優勢，強化品牌權益，才能取得永續發展的優勢。 過去品牌權益的研究多數以消費性產品為主；鮮少研究進行B2B公司之品牌權益相關討論。本研究以矽橡膠產業代工製造商為例，就技術創新對工業性品牌權益的影響進行探討，並檢視技術創新對品牌忠誠度、品牌知名度、知覺品質、品牌聯想及其他品牌專屬資產的影響，進而探討如何強化B2B 市場工業性品牌權益。本研究結果為工業性品牌的企業提供有正面價值的管理意涵，透過技術創新來建立永續差異化的優勢的結果，極大化顧客價值並提升品牌權益。

In the era of globalization, the competition become increasingly intense in the silicon rubber industry. Under the threats of the low cost labor and production from China and Southeast Asian, technology innovation has been considered one of the most important competitive strategies in this industry. In other words, technology innovation becomes the key factor to strengthen the brand equity since it is the foundation of customer needs fulfillment. As past brand equity related research mostly focused on the branding issues in consumer markets, relatively fewer studies focused on B2B brands. This research takes the contract manufacturers in the silicon rubber industry as example to examine the influences of technology innovation on brand equity, including four facets of perceived quality, brand awareness, brand association and brand loyalty. The result shows that, in the B2B market, technology innovation is beneficial in building up competitive differentiation, maximizing customer value and eventually enhancing the brand equity. Implication, limitation and future research directions are then discussed.