产业升级中的代工企业品牌经营模式研究——宏观经济视角向微观管理视角的理论延伸

A Study of Brand Operation Mode of OEM in the Process of Industrial Upgrading——From Macro-economic Perspective to Micro-management Perspective

基于全球PC产业链,归纳出产业升级中代工企业5种品牌经营模式,具体包括关键零部件品牌模式、专业代工品牌模式、制造与消费兼具的共用品牌模式、OBM品牌模式、OB品牌模式,并选取8家典型企业进行探索性研究,得出这5种品牌经营模式的优势、劣势及所需要的战略性能力。代工企业要想成功向品牌升级,应根据企业现实情况,选择一种品牌经营模式作为企业品牌发展战略远景,并从研发制造、市场两个方向构建相配套的战略性能力。

Based on the global PC industry chain,this paper concludes five brand operation modes for OEM.They are key components brand model,professional OEM brand model,manufacturing and consumption common brand model,OBM brand model,OB Brand model.With eight typical enterprises for exploratory study,it finds the advantages and disadvantages of five brand model,and summarizes the strategic resources and capabilities for each model.To successfully upgrade,OEM companies should choose a brand model as a corporate strategic vision of brand development,and construct strategic resources and capabilities.