环境与资源双约束下中小企业创建自主品牌的策略选择——基于TOPSIS模型

我国中小企业由于缺乏自主品牌,多以加工制造嵌入全球价值链的低端,虽能维系生存,却面临着边缘化困境。本文借助资源成长论和战略匹配论,认为受环境与资源的双重约束,中小企业虽不能在短期内直接创建自主品牌,却可以根据企业创牌能力实情,选择贴牌加工、品牌租赁、品牌共享、品牌比附、品牌联盟等策略,以提升企业的创牌能力。在此基础上,运用TOPSIS模型,以外部环境、内部资源以及品牌成长阶段为维度,构建了环境与资源双约束下中小企业创建自主品牌的策略选择模型,并以蒙牛为个案进行了分析。

Due to the lack of OBM, SMEs in developing countries, especially in China, insert themselves into the bottom - end of GVC via processing and manufacturing products. They are able to survive, but they fall into a captured type of ＂ Miserable Growth＂ state. In light of resource- growth theory and strategic match theory, this paper points out that, under resource and environment constraints, even though SMEs can＇t directly create OBM in the short term, they can adopt strategy paths to create OBM gradually, such as OEM, Brand Leasing, Brand Sharing, Brand Analogy, and Brand Alliance, etc. Then the SMEs could accumulate resources and capabilities to create their OBM. By adopting TOPSIS model, taking the external environment, internal resource and brand growth stage as dimensions, this paper develops a strategy selection model for SMEs to create OBM under constraints of resource and environment. Then the model is used to explain the brand selection strategy of Chinese enterprise named Mengniu.