在全球數位經濟持續發展與產業轉型的趨勢下，科技製造業的行銷模式正從產品導向轉型為內容驅動與價值共創。隨著人工智慧、大數據與雲端運算的蓬勃發展，企業的行銷與溝通模式日益數位化，B2B 行銷逐漸重視自媒體平台與內容行銷運用，以建立品牌信任並促進知識流通。然而，現有研究多聚焦於消費市場或大型國際平台，對科技製造業自媒體平台的價值創造機制仍缺乏深入探討。本研究以 ivendor科技聯盟為個案，結合內容行銷理論與多邊平台理論，探討自媒體平台如何在科技製造業中推動品牌發展與產業鏈整合。
本研究採質性研究方法，透過深度訪談、文件分析與參與觀察蒐集多元資料，受訪者包含平台經營者、合作企業高階主管及產業公協會代表。研究結果顯示，內容行銷在 B2B 環境中不僅為推廣工具，更是建立專業信任與促進知識共享的關鍵。個案以各式資訊串流等高價值內容，降低資訊不對稱並影響決策鏈條；同時透過多邊平台架構串聯供應商、展覽單位、產業從業者，形成具網絡外部性的產業生態體系，促進價值共創與協作。
理論層面上，本研究建構「內容驅動的多邊平台價值共創模型」，說明自媒體平台如何結合內容行銷的信任建構功能與平台網絡效益，形成新型產業價值鏈結構。實務層面上，研究結果顯示企業應以產業知識為核心，發展內容策略並強化數據分析，以提升品牌信任與國際能見度。整體而言，本研究補足了科技製造業自媒體平台研究的學術缺口，亦為企業在數位轉型與品牌升級過程中提供具體參考，展現內容行銷與平台經濟於新時代 B2B 行銷中的戰略價值。

Amid the accelerating digital economy and industrial transformation, the technology manufacturing sector is shifting from product-oriented marketing toward content-driven and value co-creation models. With advances in AI, big data, and cloud computing, B2B marketing increasingly relies on self-media platforms to build trust and enable knowledge exchange. Yet, research rarely explores how such platforms generate value within industrial ecosystems.
This study adopts a qualitative approach, integrating in-depth interviews, document analysis, and participant observation. Interviewees include platform founders, partner executives, and association representatives. Findings reveal that content marketing in B2B contexts acts not merely as promotion but as a trust-building and knowledge-sharing mechanism. The ivendor Technology Alliance demonstrates how high-value content mitigates information asymmetry and, through a multi-sided platform structure, connects suppliers, exhibitions, and professionals to form a knowledge-intensive ecosystem fostering value co-creation.
Theoretically, this research develops a Content-Driven Multi-Sided Platform Model, illustrating how self-media platforms merge content marketing’s trust mechanism with platform network effects to reshape industrial value chains. Practically, it suggests that firms anchor content strategies in domain expertise and enhance data analytics to strengthen brand credibility and global visibility. Overall, the study fills a key gap in B2B digital marketing research, highlighting content marketing and platform economics as dual engines of industrial innovation and competitiveness.

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