摘要
从OEM到ODM再到OBM的路径是企业升级的一条典型路径,但从ODM直接升级到OBM并非易事。文章在文献研究的基础上,提出介入到产业链源头环节——产品设计的"ODM高级阶段"概念,并对蒙发利和伊立浦两家小家电企业的升级过程进行深入分析,探讨两家企业的升级模式:研发制造服务一体化模式(PRMS)、营销参与的设计制造商模式(MDM)、授权销售代理模式(ESA)。文章分析发现,当企业缺乏足够的资源与能力实现OBM升级时,先过渡到ODM高级阶段会是一种更好的选择。而在这一升级过程中,企业的关键能力至关重要。本研究对我国OEM/ODM企业升级到OBM有着重要实践价值。
It is a typical path for enterprises upgrades from OEM to ODM and then to OBM,but it is not easy to upgrade ODM directly to OBM. Based on the literature reviews,a new concept,Advanced Stage of ODM,is presented,and enterprises get involved in product design at the head link of industrial chain. The upgrading process of EASEPAL and ELECPRO is analyzed. The upgrading modes for these two enterprises are discussed： Position-Research-Manufacture-Service Mode,Marketing-Design-Manufacturer Mode,and Exclusive Sales Agent Mode. With the analyzing conclusion,it is better to reach the advanced stage of ODM first,if there are not enough resources and capabilities for enterprises to develop to OBM. In this upgrading process,the key capabilities for the enterprise are significant. This study is practically valuable for enterprises to upgrade OEM/ODM to OBM in China.
出处
《技术经济与管理研究》
CSSCI
北大核心
2016年第2期45-51,共7页
Journal of Technical Economics & Management
基金
国家社会科学基金重点项目(15AZD003)
教育部哲学社会科学研究后期资助重大项目(13JHQ027)
关键词
ODM高级阶段
企业升级
关键能力
企业管理
Advanced Stage of ODM
Enterprise Upgrading
Key capability
Enterprise management
