B2B Component Supplier Hh Company Push And Pull Branding Analysis

In B2 B industrial products market,many suppliers have started to inject a lot of budget to the branding,because the branding strategy can continue or maintain these suppliers' profit growth in an increasingly competitive environment.In B2 B marketing,CS Branding not only directly applies branding to OEM manufacturer,but also indirectly to the end user through the OEM manufacturer.CS requires to know the needs of the end user and the OEM manufacturer,not let the CS's brand identity disappearing in the OEM product.So,CS brand strategy is very important.According to the current research,the contributing factors of functional and emotional factors of B2 B CS's brand interests,how CS's brand interests effect the purchase intention of end user and OEM manufacturer and how to adjust the end user pull branding and OEM manufacturer push branding will be this thesis' s research aim.This paper will base on the NC component supplier HH Company in machine tool industry,with its current branding problems,we will analyze brand interest and different effects of the rational interest and emotional interest to the OEM manufacturers' and end users' brand purchase intention.At the same time,based on the perspective of end users and component suppliers,this thesis analyzes the effect of HH company brand interests.And accordingly adjust the OEMs push branding strategy and end-user pull branding strategy according to the effects of different brand interests.HH brand interests plays different preference in the end user and OEM manufacturers,which will improve the HH brand efficiency.Brand interest application to CS Branding will be more effectively and accurately meeting the end user and OEM manufacturer's demand,improve the CS brand competitive strength,continually attract and affect their purchase through CS brand interest,and then establish their loyalty.