产业市场中，随着消费者多元化和采购商定制化需求的增加、在供给改革推动的制造业转变发展方式的背景下，为终端产品提供生产要素或构成部分的供应商逐渐开始认识到要素品牌化战略的实施所带来的利益，也开始意识到品牌化对提高自身声誉的重大意义。供应商要素品牌化的实质是以品牌为载体为下游采购商和终端消费者创造和传递价值，形成推式效应或拉式效应，进而维系与采购商的交易关系。但供应商要素品牌化在提高终端消费者认同的同时是否会得到采购商的青睐还存在争议，已有研究大多从供应商自身视角出发，极少将要素品牌价值细化和延伸到采购商合作与竞争行为层面，缺乏对采供双方既可能合作又可能竞争的博弈关系的关注，导致采购商对要素品牌价值感知与其竞合行为的选择缺少关联。 本文在上述理论背景和现实发展的双重推动下展开研究，选取定性与定量相结合的混合研究设计方法，根据资源依赖理论，基于采购商的视角探索和检验供应商要素品牌价值对采购商依赖、竞合行为的影响。本研究的主要结论包括：(1)通过对以往文献的回顾梳理和多案例的探索性分析，将供应商要素品牌价值划分为功能价值、体验价值和符号价值这三个维度，将采购商依赖分为基于利益的依赖和基于声望的依赖这两个维度。(2)通过实证分析得出，三类要素品牌价值均是能够影响采购商两类依赖的重要前因变量，利益依赖显著正向影响合作行为，声望依赖显著正向影响竞合行为。在检验两类依赖的中介效应中，两类依赖在三类要素品牌价值与合作行为的关系中均具有部分中介效应，声望依赖在要素品牌符号价值与竞争行为的关系中具有部分中介效应，其余中介效应未能通过检验。(3)在环境不确定性的调节效应检验中，技术动荡性和市场竞争强度能够强化功能价值对采购商利益依赖的影响；市场竞争强度能够强化符号价值对声望依赖的影响。在被调节的中介效应检验中，当环境不确定性处于中等水平或高等水平时，且随着水平的提高，利益依赖在感知功能价值和采购商合作行为之间的中介作用越强；市场竞争强度越大，声望依赖在感知符号价值和采购商竞争行为之间的中介作用越强。 关键词：要素品牌价值；采购商依赖；竞合行为；环境不确定性

 In industry market, with the increasing demand of consumer diversification and purchaser customization and under the transformation development manufacturing background, ingredient suppliers which provide ingredient product for manufacturer production gradually began to realize the benefits of ingredient brand strategy implementation, also began to realize the significance of the promotion of its brand reputation. The essence of supplier ingredient branding is to create and transfer value to downstream purchasers and final consumers with the brand as the carrier, through push effect or pull effect, and then maintain the transaction relationship with purchasers. But it is controversial that if supplier ingredient branding could improve consumer identification and get the favour of purchaser at the same time, most of existing studies from the perspective of the supplier themselves, few researches extend ingredient brand value to buyers cooperation and competition level, the lack of coopetition lead to purchaser to the disadvantages of the perceived brand value and coopetition behavior choice. Driving by the above theoretical background and practical development, this article selects a hybrid research design method combining qualitative and quantitative analysis. Based on the resource dependence theory and from the perspective of buyer, this paper explores and examines the influence of supplier ingredient brand value on buyer's dependence and coopetition behavior. The main conclusions of this study include: (1) Through previous literature and exploratory analysis of multiple cases, the supplier ingredient brand value could be divided into three dimensions including functional value, experiential value and symbolic value. The buyer dependence could be divided into two dimensions of profit-based dependence and reputation-based dependence. (2) Through empirical analysis, it is concluded that the ingredient brand value of the three types all can affect the two types of manufacturer dependence that profit dependence has a significant positive impact on cooperative behavior, and reputation dependence has a significant positive impact on coopetition behavior. Among the mediating effects of the two types of dependence, the two types of dependence have partial mediating effect in the relationship between the three types of ingredient brand value and cooperative behavior, the reputation dependence has partial mediating effect in the relationship between the symbolic value and competitive behavior, and the other mediating effects fail to pass the test. (3) In the moderation effect test of environmental uncertainty, technical turbulence and market competition intensity can strengthen the impact of functional value on the profit dependence of purchasers; the market competition intensity can strengthen the influence of symbolic value on reputation dependence. In the moderated mediation effect test, when the environmental uncertainty is at the medium or high level, the mediating effect of profit dependence between the perceived functional value and the buyer's cooperative behavior is stronger. The stronger market competition intensity leads to the stronger intermediary effect of reputation dependence between perceived symbolic value and buyer's competitive behavior. Key Words: Ingredient brand value; Buyer dependence; Cooperative behavior; Environmental uncertainty