Taiwanese firms want to engage in the brand building business, but they often lack the brand know-how and fail. This research endeavored to determine: 1) a systematic process for building an industrial brand, and 2) the dos and don’ts of building an industrial brand through a case exploratory research method. This research was based on interviews of four successful technology companies that have their own brands. The findings suggest that: 1) The Founder’s will and ambition has a profound influence on the brand establishment. 2) Firm building brand in the industrial market tends to start brand by serving in the niche markets. 3) When a company’s brand product could not achieve economies of scales, firms tend to take OEM/ODM orders to compensate for the missing volume. 4) Learning is another objective for firms to take OEM orders. 5) Firms tend to have separate teams dedicated for OEM and branded products. 6) The economies of scale tend to affect the establishment of a dedicated R&D team for OEM clients. 7) Firms engaging in industrial products tend to gather market information from secondary sources. 8) Firms tend to sell through overseas distributors or agents before establishing overseas subsidiary. 9) Firms tend to continue to cooperate with oversea distributors/agents even with subsidiaries. 10) Firms tend to start with expatriates in oversea subsidiaries then gradually increase the number of local employees.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The research develops some understanding to assess and propose some strategies of marketing for the commerce of agro-industrial products manufactured at the Federal Agro-technical School in Alegrete (FASA), and the influence of the variants of marketing-mix in the customer s decision of purchases. The union of this organized marketing is understood as having four primary elements: product, price, market, and sales promotion which combine themselves to achieve the client s satisfaction in the aimed segment and, in this case, those who buy the products from FASA. It also intends to analyze the satisfaction towards the products FASA. Considering those variants mentioned above it is possible to identify the difficulties found by FASA in order to sell their products, to find out relevant technical and behavioral details and to create actions and strategies of the marketing-mix for the commerce of products according to what is proposed. A case study as strategy of research has been used. As a research instrument, a questionnaire and a semi-structured interview have been used. In the initial phase, exploratory studies have been used and, to complement, a method of descriptive study as the main methodological resource has been used. The sample has been composed by 322 interviewees through the analysis of the customers of FASA products in the years 2004 and 2005. The results show that the variety of these products is good for most interviewees. When asked about the price, 69% of the interviewees told it is moderate comparing to other competitors and other 22% say the price is low. When asked about how easy it is to find the products most people answered by saying that it is regular or poor. About the sales promotions, 40% consider them regular, 20% poor and, 9% too poor, adding up to 69%. However, the quality of FASA products is recognized, 85% state that the products have excellent or good quality comparing to other competitors. According to this analysis, it is concluded that FASA products have good acceptance in the marketing, their prices are moderate comparing to the ones of the competitors and, it is necessary to use strategies related to sales promotions and analyze the variant market as a decisive factor for the low index of loyalty of FASA products because of the difficulty in finding the products. / A pesquisa desenvolve um entendimento para averiguar e propor estratégias de marketing para a comercialização dos produtos agroindustriais fabricados na Escola Agrotécnica Federal de Alegrete (EAFA), e a influência das variáveis de marketing-mix na decisão de compra para o consumidor. Entende o composto de marketing organizado em quatro elementos primários: produto, preço, praça e promoção, e, que se combinam no alcance da satisfação dos consumidores do segmento visado, neste caso, consumidores de produtos agroindustriais da marca EAFA. Também tem o propósito de analisar o grau de satisfação dos consumidores em relação aos produtos da EAFA, considerando às variáveis supracitadas, é possível identificar as dificuldades encontradas pela EAFA para comercializar seus produtos, levantar detalhes técnicos e comportamentais de relevância e criar ações e estratégias do marketing-mix para a comercialização dos produtos em face ao que foi proposto. Foi utilizado o estudo de caso como estratégia de pesquisa. Usou-se como instrumento de pesquisa, questionário e entrevista semi-estruturada. Em fase inicial utilizaram-se os estudos do tipo exploratório e como complemento utilizou-se o método do estudo descritivo como principal recurso metodológico. A amostra foi composta por 322 entrevistados, a unidade de análise foram os consumidores dos produtos comercializados pela EAFA, no ano de 2004/2005. Os resultados obtidos demonstram que a variedade de produtos da marca EAFA é satisfatória para a maioria dos entrevistados. No que diz respeito ao preço, 69% dos entrevistados julgaram moderado em relação aos concorrentes, outros 22% observam que o preço é baixo. Inquiridos sobre a facilidade de encontrar os produtos, a maioria dos entrevistados entenderam como regular ou ruim. Sobre as promoções da EAFA, 40% consideram regular, entenderam como ruim 20%, e péssimo 9%, totalizando 69%. Com referência a qualidade dos produtos da EAFA, 85% afirmam que os produtos são de qualidade ótima ou boa em relação aos concorrentes. Com esta análise conclui-se que o preço está moderado em relação aos concorrentes, urge a necessidade de aplicar estratégias relacionadas à promoção, e analisar a variável praça como o fator decisivo para o baixo índice de fidelidade de clientes a marca EAFA, em razão da dificuldade de acesso aos produtos.

Implementation of the topic of the thesis is based on an interpretation of the question of individuals´ identification in the society, using particular materials. This topic has to be perceived, reflected and evaluated subjectively. The method of autoreflexion led the author, while searching his own way of expression, to non-traditional materials and a specific way of working with them. Theoretical part of the thesis explains his statements, sources of inspiration and possibilities of employing author´s experiences in the process of teaching.

This thesis deals with the current events in the World Trade Organization concerning about non-agricultural (industrial) products. It describes negotiations procceding cca from the year 2006 till now. The problems that I have chosen correspond to the chapters and comprises formula for tariff cutting and its coefficients, flexibilities, non-tariff barriers, sectoral negotiations and recently added members. Just as the problems I have chosen also the countries - Brazil, China, India, the European Union and the United States of America. They could be classified as the key and most active players in non-agricultural market access negotiations. I was concentrating on their opinions, attitudes, reaction and especially proposals.

This thesis was elaborated on the basis of a real problem related to an establishment of the company producing packaging facilities for technical products. The aim of the thesis is to develop and propose an appropriate business solution, based on the results of external and internal business environment analysis.

В представленной работе на тему «Исследование комбинированной технологии переработки медно-цинковых промпродуктов» произведены теоретические и лабораторные исследования по определению оптимальной технологии переработки медно-цинковых сульфидных промпродуктов гидрометаллургическим способом. Рассмотрены две эффективные технологии, проведено сравнение по объективным показателям, сделаны экологоэкономический и экономический расчеты. / In this study, entitled "Study of the combined technologies of processing of copper-zinc middlings" produced theoretical and laboratory studies to determine the best technology processing of copper-zinc sulphide middlings hydro- metallurgical method. Two efficient technologies are considered, compared to objective indicators, are made of ecological, and economic calculations.

以往針對客戶流失與轉換行為所研究的對象，多偏重以消費品產業為主，較少探討工業品產業客戶流失對於企業經營所造成之影響。本研究針對工業品產業中之營建工具業，探討其客戶流失之原因及行為表現，並期望透過相關研究，使業者可預先發現可能流失之客戶，並做為後續發展客戶慰留專案之參考。 本研究可分為五部份，第一部份首先將回顧與本論文有關之文獻。第二部份則提出本研究之研究架構及研究方法。第三部份則以SPSS軟體進行實證研究，統計方法係利用敘述性統計分析、因素分析、信度分析、單因子變異數分析及區別分析等進行資料分析。第四部分為討論前述之研究發現，並將其與消費品市場之客戶流失行為模式相比較。最後則為結論與建議。 研究結果發現：1.流失原因可萃取出產品及服務因素及價格因素兩大構面。轉購原因可萃取出服務及品牌策略、產品策略及價格策略三大構面。2.流失行為係以降低購買頻率及轉換新的供應商兩種方式表現。3.營建工具業與服務業客戶轉換行為模式有明顯差異。4.購買持續時間較長之客戶，對於送貨時間太久之重要性認知程度與購買持續時間較短之客戶有明顯差異。產品價格太高及採購頻率兩項變數可作為判別流失客戶是否會轉換供應商之模式。但由於區別力不甚良好，故並不適合以此兩項變數作為判斷預測之基準。 / A great deal of effort has been made on the causes of customer churn in the consumer products industry. What seems to be lacking, however, is this subject in the industrial products industry. This study will focus the discussion on the causes of customer churn and customer switching behavior in the construction products supplier, in order to provide guidance for developing retention and loyalty programs. This study can be divided into five parts; the first part reviews the literature on this subject. The second part introduces the methodology to be utilized throughout the study, first with structural diagram of study followed by study methods, and object in study. The third part utilizes using SPSS for Windows as the tool to conduct statistical analysis, including description statistical analysis, reliability test, Discriminant Analysis, Factor Analysis, and One-way ANOVA. The fourth part discusses the experimental result of this study, and compares it with customer switching behavior in the consumer products industry. The last part is a conclusion of the thesis. The results of this study show as follows. 1. The main causes of customer churn are product and service oriented or price oriented. The main causes of customer switch are service and brand strategy, product strategy or price strategy. 2. Customer switching behavior includes decreasing purchased frequency and transferring to a new service provider. 3. Customer switching behavioral model in the service industry is different from the model in the construction products supplier. 4. The customers who have longer purchasing duration have higher recognition of importance for deliver time. Purchasing frequency and product price are not the best variables to predict if the customers would churn or not.