代工模式下关系专用性投资对自有品牌战略的影响:客户关系的视角

The Relationship between OEM's Relationship-Specific Investment and Branding Strategy: Based on the Perspective of Customer Relationship

本文从客户关系的视角,研究代工企业关系专用性投资对客户关系价值的影响,以及关系价值如何影响自有品牌战略的实施,在此基础上解释关系专用性投资与自有品牌战略的关系。基于对178个代工企业样本的实证分析,本文得出如下结论:代工企业关系专用性投资正向影响客户关系价值,但不同类型的专用性投资对客户价值各维度的影响并不相同;市场价值和知识价值对自有品牌战略具有正向影响,经济价值对自有品牌战略具有负向影响;活动专用性投资与能力专用性投资对自有品牌战略有正向影响。研究结果对我国代工企业建设自有品牌具有理论指导意义。

From the perspective of customer relationship, the paper discusses the relationships among OEM＇ s relationship-specific investment, customer relationship value and branding strategy. Based on a sample of 178 OEMs, the paper finds that OEM ＇ s relationship-specific investment has positive effect on customer relationship value while different relationship-specific investments influence different dimensions of value respectively. Market and knowledge, which are the two dimensions of the value of customer relationship, have positive influence on brand strategy while economic dimension has negative effect. The action and capability relationship-specific investments influence the bran- ding strategy positively. At last, the results provide references for OEMs when they make decisions to build own-brand.