我国传统产业企业升级路径新探索——以李宁运动品牌为例

The New Exploration of the Upgrade Path of China's Traditional Industrial Enterprises:Take Li Ning Sports Brand as an Example

受本轮国际金融危机的影响,我国传统产业受到猛烈冲击,大批代工企业在危机中遭遇重创,急于寻求改革升级之道。在这一宏观经济大背景下,对我国传统产业企业升级路径进行新探索,认为备受推崇的OEM—ODM—OBM的经典升级路径并不真正适合我国大陆的实际情况。通过对"李宁"公司的案例分析,提出一条可以依托广阔的国内市场,发展"天生OBM企业"的企业升级新思路。针对这条新路径提出一些切实可行的政策建议。

Influenced by present international financial crisis, China＇s traditional industries are suffering from violent impact and a large number of OEM companies are experiencing heavy losses. As a result, they are eager to seek the way of reforming and upgrading. In this macroeconomic background, the paper attempts to make a new exploration of the upgrading path of China~ traditional industrial enterprises. It is believed that the classical upgrading path of OEM-ODM-OBM which is well-respected are not really suitable for the situation of the mainland areas of China. By making a case analysis of Li Ning company, this paper puts forward a new upgrading path of developing ＂the inborn OBM enterprise＂ which is mainly relied on our vast domestic market. In allusion to this new path, some practical policy proposals are made in this paper.