代工企业自创品牌的困境与突破路径——理论、案例及对长三角制造业的启示

The Dilemma and Path of OBM for Subcontracting Enterprises——Theory,Cases,and Enlightenment for the Manufacturing at the Yangtze River Delta

代工企业并非不愿自创品牌,而是面临着制约和困境。基于企业决策模型的理论分析表明,代工企业自创品牌决策受到其讨价还价能力、价值链地位、企业核心能力和本土市场环境因素的影响,企业只有有效突破这些因素的制约才有可能成功自创品牌。江苏两大玩具企业"好孩子集团"和"雅伦玩具"从国际代工走向自主品牌的经验案例在一定程度上验证了上述观点,这些经验对于长三角制造业升级也具有一般性的借鉴与启示。

The subcontracting enterprises are not reluctant to be OBM, but faced with the constraints and dilemma. The theoretical analysis based on corporate decision-making model shows that the OBM decisions of subcontracting enterprises are influenced by their bargaining power, the status of value chain, corporate core competencies and local market environment, and enterprises will not be OBM successfully until they overcome the constraints of these factors effectively. The above hypotheses are, to a certain extent, verified by the cases of two major toy companies in Jiangsu, ＂Goodbaby Group＂ and ＂ An＇on Toys Co. , Ltd＂, which have experienced from international subcontracting to OBM. These experiences also have a general reference and enlightenment for industrial upgrading of manufacturing at the Yangtze River Delta.