代工企业品牌升级的5W-1H(360度)创新模型

Innovation model of 5W-1H(360 degree)model on OEM brand upgrading

三星曾以"三星即廉价"而闻名于发达国家,并在亚洲金融危机期间濒临破产,但随后却迅速崛起,成为国际一流品牌。其历史背景和发展初级阶段与本土代工企业非常相近。为此,本研究对三星电子的品牌升级过程、机制与模式进行了探索性研究。研究结果表明,代工企业需要在企业家精神的驱动下(WHY),在人才培养机制与企业文化的保障(How)之下,通过实施4W(WHAT,WHO,WHEN,WHERE)维度的10多种非研发创新行为,突破后发劣势,实现品牌升级。上述模型以360度视角全方位分析了代工企业品牌升级的创新行为。同时,从5W-1H的角度理清了创新行为、行为的内在驱动力以及行为的保障机制之间的逻辑关系。进一步,该模型对5W-1H的各个维度的影响要素(19个)进行了细分,提供了代工企业评价与提升自身创新行为与能力的分析评价工具。研究结论进一步丰富了非研发创新理论,对技术、人才与资金等资源不足的企业升级而言,具有重要的理论意义与管理内涵。

In developed markets,Samsung who was famous for producing cheap products has ever faced on the verge of bankruptcy crisis,but after that period,Samsung has developed rapidly and become the international first- class brand of digital products.Samsung are very similar with local OEM enterprises at the primary developing stage and historical background.Therefore,these study focuses on the brand upgrading process,mechanism and mode of OEM based on the exploratory study of Samsung electronics.Research results show that the local OEM should play 10 more kinds of non- RD innovation behavior through the 4W（WHAT,WHO,WHEN,WHERE）under the drive of entrepreneurship（Why）,and be guaranteed by the talent training mechanism and enterprise culture（How）.The above behavior can promote brand upgrading.Meanwhile this model clarifies the logic relationship of innovation,innovation driving force and safeguard mechanism from 360 degree Angle.Further,the model clarifies the factors that affect the 5W-1H and provides OEM an evaluation tool to evaluate and to improve its innovation ability.Finally,this research enriches the theory of non-RD innovation,which has important theoretical and management significance to the enterprises that have the limitation of technology,talents and funds.