中国企业品牌战略决策影响因素研究--环境不确定性、企业家导向和组织能力

Empirical Study on Brand Strategies Decision in Chinese Companies

本研究将从外部环境不确定性、企业家导向和组织能力这三个主要战略决策先决因素来考察中国企业品牌决策的影响因素,运用文献逻辑推理和实证分析来研究在何种条件下中国企业会倾向于选择自主品牌(OBM、收购品牌)和非自主品牌(授权品牌和OEM/ODM)的,并得出选择两种品牌战略的企业绩效相对优劣。这项研究对于当今走向自主创新道路的许多中国企业具有非常重要的理论意义和实践指导,是必须也是值得关注的课题。

The primary purpose of this study is emphasized on the research on factors affecting brand strategies decision in Chinese companies with the regard of three facets： environmental uncertainty, entrepreneurial orientation and organizational capacity. With the literatures logical reasoning and empirical analysis, this study proposes a contingency framework, indicating under what conditions Chinese companies prefer to adopt one of brand strategies including OBM （Own Brand Manufacturing, acquired brand,）, non-OBM （licensed brand, OEM/ODM）. This study is very important in its theoretical contribution and managerial implication to Chinese companies which now is on the way of autonomy and innovation. Therefore the significance of this study deserves being attached intention to.