本土代工企业转型中营销能力提升研究

Research on Marketing Capability Promotion in the Process of Local OEM Transformation

目前,由于受原材料价格上涨、劳动力成本上升、人民币升值、外需下降、资金成本上升等因素的影响,本土代工企业已经逐渐丧失了成本优势,其一直实施的通过物美价廉为主的产品竞争战略也逐渐弱化,转型成为了一种必然的选择。在这种情况下,本土代工企业应通过战略管理与企业文化、职能管理、运营与任务管理三大方面提升其营销能力,以获取其核心能力。

Currently,due to rising raw material prices,labor costs,RMB appreciation,decline in external demand,capital costs and other factors,local OEM has gradually lost its cost advantage and the product competitive strategy which has been mainly implemented,so transformation has become an inevitable choice.In this case,local OEM should promote its marketing capability through three major operating aspects including strategic management and corporate culture,functions of management to achieve its core competencies.