史上最完美高科技要素品牌行銷－「內建英特爾」(Intel Inside)個案分析 ; The Most Perfect Hi-tech ingredient branding in the marketing history: INTEL INSIDE case study

NCUIR > School of Management at National Central University > Graduate Institute of Industrial Economics > Electronic Thesis & Dissertation > Item 987654321/48850

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Title:	史上最完美高科技要素品牌行銷－「內建英特爾」(Intel Inside)個案分析;The Most Perfect Hi-tech ingredient branding in the marketing history: INTEL INSIDE case study
Authors:	石惠君;Hui-chun Shih
Contributors:	產業經濟研究所
Keywords:	要素品牌行銷;內建英特爾;高科技行銷;Intel Inside;High-Tech Marketing;Ingredient Branding
Date:	2011-07-27
Issue Date:	2012-01-05 15:08:16 (UTC+8)
Abstract:	在1991年英特爾公司進行「內建英特爾」計畫（Intel Inside® Program）之前，大部份的要素廠商不願意也不敢直接針對終端消費者建立品牌或進行行銷；大多數終端消費者不瞭解「微處理器」的功能與品牌。然而「內建英特爾」計畫自1991至2005年這十四年來一共花費了約70億美元，卻幫英特爾帶來了超過300億美元的品牌價值。「內建英特爾」計畫承先啟後，開啟了要素品牌的風潮，使許多要素廠商紛紛想跟進建立自己的品牌，然而後起的模仿者全軍覆沒，沒有任何成功的案例。本研究針對「內建英特爾」計畫進行全面性的研究，包括策略動機、策略內涵、策略的成功要件以及策略成果，目的是要找出運用本策略建立品牌的方法。而本研究有三大發現，第一，英特爾在外部市場力量夠大、內部領導人又夠強勢等等綜合條件之下，使能突破高科技要素品牌行銷困題去進行內建英特爾計畫。第二，內建英特爾的行銷策略與傳統的B2B要素品牌行銷的策略的不同在於，其顛覆以往的步驟，使用了「供應商影響製造商再影響終端消費者」（B2B2C）融合「供應商影響終端消費者再影響製造商」（B2C2B）與「供應商影響製造商再影響終端消費者後又迴向影響製造商」（B2B2C2B）的方式來行銷。第三，「內建策略」有兩個必要條件，第一是該要素的重要性，包括要素的不可或缺性以及要素對終端產品的影響力；第二是公司的優越性，包括該產品於產業中的市佔率以及公司的技術領先性。要實施內建策略，必須同時具備這兩個要件，才有成功的機會。本研究為國內第一篇針對英特爾公司的「內建英特爾」行銷計畫進行研究的論文，對「內建英特爾」計畫的完整呈現與分析為本研究的主要貢獻。 Before Intel Inside® Program of 1991, most ingredient suppliers didn’t dare to build a brand or do end-consumer marketing, and most end consumers didn’t care the performance and the brand of a microprocessor in the computer. Intel Inside® Program was implemented from 1991 to 2005, which cost INTEL around 7 billion dollar but had earned more than 30 billion brand value for this company. The program lead to imitation of ingredient brand marketing, but there’s no any success story until now. This research conducted a comprehensive study of Intel Inside® Program, including the strategy motivations, content, the elements of success and the performance. The result showed that (1) there were many conditions exist to make this program successful; (2) this marketing strategy’s difference with traditional business-to-business marketing is that it use B2B2C, B2C2B and B2B2C2B marketing steps at the same time; (3) the two requirements of “inside strategies” is the importance of this ingredient and the superiority of the company. The main contribution of this research is that it’s the first study to analysis Intel Inside® Program, and showed the complete appearance of the program.
Appears in Collections:	[Graduate Institute of Industrial Economics] Electronic Thesis & Dissertation

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