供应链企业品牌共生机制研究

Research on Brand Symbiotic Mechanism of Supply Chain Enterprises

在社会专业化分工日趋明细和协作化程度不断提高的经济全球化背景下,供应链企业的强强联合相互依存的共生现象已成共识。本文从品牌共生的形态和机制的视角出发,分析三种品牌共生形式,即主次品牌共生、多品牌共生及贴牌共生的机理。品牌共生效应具体表现在三个方面:形象资源和业务行为共享;提高供应链的效能;增加供应链企业间的协同,使整条供应链交易成本最小化。本文主张我国企业要充分认识品牌共生,使其成为我国经济发展的范式;积极参与全球分工,融入全球供应链,不断增加我国自主品牌的技术含量和市场竞争力。

In the light of economic globalization, we have achieved the common understanding on the interdependence among supply chain enterprises. From the angle of the symbiotic form and mechanism, the author analyzes three brand symbiotic mechanisms. The effect of brand symbiosis is demonstrated in such three aspects as the sharing of image resources and business behavior, the improvement of supply chain effect and the minimized transaction cost of the supply chain. The author argues that Chinese enterprises should fully understand the implication of brand symbiosis, positively take part in global labor division, and improve our market competitiveness.