我国制造业企业OEM或自创品牌的决策研究
发布时间：2019-05-29 02:00
【摘要】： 改革开放以来,我国的制造业企业纷纷采纳OEM方式,为世界各大品牌委托方做OEM产品,并且取得了迅速的发展。但是这些制造业企业基本上都没有自己的品牌,仅仅通过承接品牌委托方的产品订单赚取微薄的加工费。这种技术和资本在外、生产在内的模式在竞争激烈的市场中受到了严重的冲击,许多企业尝试从OEM向自创品牌的道路发展。最终有的企业成功了,有的企业却一败涂地。那么,我国的制造业企业到底应该如何在OEM与自创品牌之间进行选择呢? 本文针对目前我国制造业企业OEM与自创品牌的现实情况,对我国制造业企业的选择行为进行了深入的分析。通过价值链的相关理论,以服装制造业为例,论证了我国制造业企业突破OEM向全球价值链上游设计延伸,以此发展自创品牌的可行性;通过企业生命周期理论,分析企业在生命周期不同阶段的特点,论证了我国制造业企业根据成长的不同阶段决定企业的选择行为:然后通过对典型案例的分析,对企业的选择性为进行分析,认为生搬硬套某种战略的做法并不可取,企业应该根据自身的特点和所处的成长阶段来选择适合自己发展的发展战略。最后分析了我国制造业企业基于OEM发展自创品牌的必然趋势。由此得出了本文的结论,即我国的制造业企业根据其在价值链上的地位和企业生命周期的成长阶段选择OEM还是自创品牌,但企业的最终趋势是基于OEM发展自创品牌。
[Abstract]:Since the reform and opening up, Chinese manufacturing enterprises have adopted OEM mode to make OEM products for the major brands in the world, and have made rapid development. But these manufacturing enterprises basically do not have their own brands, only by undertaking brand entrustors' product orders to earn meagre processing fees. This kind of technology and capital outside, the mode of production has been seriously impacted in the fierce competition market, many enterprises try to develop from OEM to their own brand. In the end, some enterprises succeeded, others failed. So, how should Chinese manufacturing enterprises choose between OEM and their own brands? In view of the current situation of OEM and self-created brands of manufacturing enterprises in China, this paper makes a deep analysis of the selection behavior of manufacturing enterprises in China. Through the relevant theory of value chain, taking clothing manufacturing industry as an example, this paper demonstrates the feasibility of Chinese manufacturing enterprises breaking through OEM to extend to the upstream design of global value chain, so as to develop their own brand. Through the theory of enterprise life cycle, this paper analyzes the characteristics of enterprises in different stages of life cycle, and demonstrates that Chinese manufacturing enterprises determine the choice behavior of enterprises according to different stages of growth. Then, through the analysis of typical cases, Based on the analysis of the selectivity of the enterprise, it is considered that it is not advisable for the enterprise to adopt a certain strategy, and the enterprise should choose the development strategy suitable for its own development according to its own characteristics and the stage of growth. Finally, the inevitable trend of Chinese manufacturing enterprises developing their own brands based on OEM is analyzed. The conclusion of this paper is that Chinese manufacturing enterprises choose OEM or self-created brand according to their position in the value chain and the growth stage of enterprise life cycle, but the final trend of enterprises is to develop their own brand based on OEM.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F425
[Abstract]:Since the reform and opening up, Chinese manufacturing enterprises have adopted OEM mode to make OEM products for the major brands in the world, and have made rapid development. But these manufacturing enterprises basically do not have their own brands, only by undertaking brand entrustors' product orders to earn meagre processing fees. This kind of technology and capital outside, the mode of production has been seriously impacted in the fierce competition market, many enterprises try to develop from OEM to their own brand. In the end, some enterprises succeeded, others failed. So, how should Chinese manufacturing enterprises choose between OEM and their own brands? In view of the current situation of OEM and self-created brands of manufacturing enterprises in China, this paper makes a deep analysis of the selection behavior of manufacturing enterprises in China. Through the relevant theory of value chain, taking clothing manufacturing industry as an example, this paper demonstrates the feasibility of Chinese manufacturing enterprises breaking through OEM to extend to the upstream design of global value chain, so as to develop their own brand. Through the theory of enterprise life cycle, this paper analyzes the characteristics of enterprises in different stages of life cycle, and demonstrates that Chinese manufacturing enterprises determine the choice behavior of enterprises according to different stages of growth. Then, through the analysis of typical cases, Based on the analysis of the selectivity of the enterprise, it is considered that it is not advisable for the enterprise to adopt a certain strategy, and the enterprise should choose the development strategy suitable for its own development according to its own characteristics and the stage of growth. Finally, the inevitable trend of Chinese manufacturing enterprises developing their own brands based on OEM is analyzed. The conclusion of this paper is that Chinese manufacturing enterprises choose OEM or self-created brand according to their position in the value chain and the growth stage of enterprise life cycle, but the final trend of enterprises is to develop their own brand based on OEM.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F425
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