科技 × 性能 × 負責任品牌塑造防水透濕品牌Xpore如何重新定義品牌價值

Abstract

本研究以功能性織物品牌Xpore為個案，探討在B2B商業模式下，品牌如何整合科技、性能與負責任品牌價值，進行有效的品牌再定位與策略重塑。Xpore為明基材料 (BenQ Materials) 旗下的高性能防水透濕膜材品牌，其發展歷程反映出從產品導向向價值導向轉型的策略軌跡。 本研究採用質性個案研究法，透過市場觀察、產業資料、業務互動回饋與內部策略文件進行資料蒐集，並輔以STP模型、品牌金字塔、安索夫矩陣與商業模式九宮格進行分析。研究結果指出，Xpore在品牌塑造上逐步建立以「創新科技 × 大自然啟發 × 負責任品牌」為核心的價值主張，並透過技術創新、永續認證與品牌客戶共創實踐責任品牌定位。 本研究亦提出Xpore未來可持續強化的三大策略方向，包括：以科技驅動品牌敘事、以應用分眾擴展性能價值、以客戶共創深化負責任品牌信任機制，作為功能性材料品牌在B2B模式下的發展參考。

This study investigates how Xpore, a functional textile brand under BenQ Materials, repositions its brand and reconstructs its strategic value through the integration of innovative technology, inspired by nature, and responsible branding within a B2B business model. Xpore specializes in waterproof-breathable membrane solutions, and its transformation reflects a shift from product-centric positioning to value-driven branding. Adopting a qualitative case study approach, the research incorporates market observation, industry data, internal strategic documents, and business feedback. The analysis is supported by STP segmentation, the Brand Pyramid, the Ansoff Matrix, and the Business Model Canvas. Findings reveal that Xpore’s brand value has evolved into a triad of “technology, nature-inspired innovation, and sustainability commitment,” which is embodied through technical R&D, environmental certifications, and co-creation with brand clients. The study concludes with three strategic recommendations for Xpore: to drive brand narrative through technology, to extend performance value via segmented applications, and to enhance trust in responsible branding through collaborative customer partnerships. These insights serve as a reference for B2B-oriented functional textile brands navigating brand repositioning.