OEM-OBM混合ATO生产下自主品牌产品零件替代及定价决策

A Research on OBM Porduct Parts Peplacement and Pricing in OEM-OBM Mixed Assemble-to-Order System

使用外包商授权的关键零件替代自主品牌产品零件,是代工企业从OEM(代工生产)顺利向OBM(自主品牌制造)转型升级的重要策略。在ATO按订单装配下,首先分析零件替代对消费者选择的影响,建立消费者离散选择模型,然后构建代工企业OEM-OBM混合ATO组装生产收益模型,获取最优的自主品牌产品零件替代率和定价。研究表明:自主品牌产品的需求实现率随着零件替代率的提高而增大,代工产品的需求实现率随着自主品牌产品零件替代率的提高而减小;在一定条件下,自主品牌产品的零件替代率越大,该产品的定价也越高。仿真结果说明了自主品牌产品售价与零件替代率的关系;当不约束零件替代率最大值时,自主品牌产品通过采用较多的零件替代,获取较大的市场份额。

In OEM-OBM mixed operation, the contract manufacturer provides production service to the outsourcer and develops its own brand products at the same time. Replacing OBM products＇ key parts with the outsourcer＇s is one of the most useful strategies to improve the quality and customer acceptance of OBM products. Accordingly, the effect of parts replacement in consumer choice behavior is analyzed firstly. Then the OEM-OBM Mixed Assemble-to-Order revenue model considering parts replacement is constructed. The model analysis and numerical simulation show that the OBM product demand increases as the replacement rate is added; and that the price of the OBM product are positively correlated with the parts replacement rate in some situations. If the replacement rate is not constrained, the contract manufacturer could gain a more market share with higher rate of parts replacement.