品牌商对贴牌供应商的选择和合作机制研究

发布时间：2018-10-31 14:06

【摘要】： 随着全球经济一体化的发展,发达国家把生产制造环节逐步转移到其他国家而专注于自身具有比较优势且利润更加丰厚的研发和市场营销环节。中国以其丰富而廉价的劳动力和自然资源,稳定的社会政治环境承接了相当部分发达国家转移过来的制造业,出现了大量的贴牌供应商。贴牌供应商的发展离不开与品牌商的紧密合作。在品牌商与贴牌供应商的合作中,既包括品牌商挑选合作伙伴贴牌供应商,又包括两者之间的协调合作,实现“共赢”。本文首先介绍OEM概念和目前国内外学者对它的研究状况。品牌商同贴牌供应商的合作第一步是品牌商选择贴牌供应商,因此,在文章开始,也对供应商选择做了简单概括。其次,在马士华运用灰色理论研究供应商选择的基础之上,拓展该研究,选择了更合适的贴牌供应商选择标准,将标准分为主要标准和次要标准,简化了品牌商选择贴牌供应商的工作量,并在新标准及分类处理的基础上,提出长期合作下品牌商对贴牌供应商选择方法。此法适用于数据信息少,标准具有相关性的情况,避免了传统的主观感觉选择供应商。该方法可操作性强,标准简单,便于实施,既利于品牌企业对贴牌供应商的管理监督,又利于贴牌供应商根据这些实用准则来不断提高自身技术水平和管理能力,在“干中学”得到长足发展; 再次,品牌商和贴牌供应商紧密合作可促使这两者之间的供应链利润增加,但是二者利润分配并不平衡,并且贴牌供应商通常为多个品牌商供应产品,为保证贴牌供应商能够为拼牌商保质保量的供货,在二者之间建立合作机制非常必要。为此,本文建立基于奖励和惩罚合作机制,促使品牌商和贴牌供应商紧密合作,从而使供应链的成员均能受益,达到“共赢”目的。最后,文章做了算例子分析,验证上述结论,用案例证明合作机制能降低供应链成本,增强品牌商和贴牌供应商在市场的竞争力。
[Abstract]:With the development of global economic integration, developed countries gradually transfer manufacturing links to other countries and focus on R & D and marketing links which have their own comparative advantages and are more profitable. China, with its abundant and cheap labor and natural resources, stable social and political environment, has taken over the manufacturing industry transferred from a considerable number of developed countries, and a large number of licensed suppliers have emerged. The development of label suppliers can not be separated from the close cooperation with brands. In the cooperation between brand and label suppliers, it includes the selection of partners and suppliers, and the coordination and cooperation between them to achieve "win-win". This paper first introduces the concept of OEM and the current research situation of it by domestic and foreign scholars. The first step of the cooperation between brand and label supplier is to choose brand supplier. Therefore, at the beginning of the article, the selection of supplier is also briefly summarized. Secondly, on the basis of Maersk's application of grey theory to the study of supplier selection, the author expands the research, and selects a more suitable supplier selection standard, which can be divided into main criteria and secondary standards. This paper simplifies the workload of brand suppliers selection and puts forward a long-term cooperation method based on the new standard and classification. This method is suitable for the situation where the data information is less and the standard is relevant, thus avoiding the traditional subjective perception of choosing suppliers. The method has the advantages of strong operability, simple standard and easy implementation. It is not only conducive to the management and supervision of brand enterprises to label suppliers, but also conducive to the continuous improvement of their own technical level and management ability according to these practical guidelines. In the "dry middle school" to get considerable development; Thirdly, the close cooperation between brand and label supplier can increase the profit of supply chain between them, but the profit distribution between them is not balanced, and the label supplier usually supplies products to multiple brands. It is necessary to establish a cooperative mechanism between the two suppliers in order to guarantee the supply of quality and quantity. Therefore, this paper establishes a cooperation mechanism based on reward and punishment to promote the cooperation between brand and label suppliers, so that the members of the supply chain can benefit and achieve the goal of "win-win". Finally, the paper makes an example analysis, verifies the above conclusion, and proves that the cooperation mechanism can reduce the supply chain cost and enhance the competitiveness of brand and label suppliers in the market.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224;F274

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