从代工到创建自主品牌:基于全球价值链理论的阶段性发展模型

From Subcontract Manufacturing to OBM:A Model of Stage Development:Based on the Theory of GVC

在从代工到创建自主品牌的战略跨越中,如果中国企业采取一开始就以自有品牌参与全球市场竞争的间断式跳跃方式,会遇到自身能力限制与跨国公司或全球购买者遏制的双重阻碍。本文提出,创建自主品牌应该是一个渐进式的发展过程,据此将这一过程划分为依次进行三个阶段,即DOBM、ROBM和GOBM阶段,并提出了每个阶段相应的策略。同时,本文还认为,创建自主品牌与承接代工可以并行,但是,在不同的发展阶段,中国企业在全球价值链中的角色及全球价值链治理的模式也存在一个演化的过程。

In the strategic transition from subcontract manufacturing to OBM, if China＇ s enterprises take the disruptive form of competing in global market with own brands at the beginning, they can be impeded simultaneous by their own competences and the obstructions of MNCs or global buyers, we consider that OBM should be viewed as an incremental process, and divide it into three continuous stages, which includes DOBM, ROBM and GOBM. Some measures then are proposed at every stage. Meanwhile, we believe that OBM and subcontract manufacturing can coexist, but the roles of China＇ s enterprises in GVC and the governance models of GVC will evolve during different stages.