环境与资源双约束下中小企业创建自主品牌的战略路径——以战略匹配为视角

发布时间：2018-09-13 14:50

【摘要】：我国多数中小企业由于缺乏自主品牌,只能以加工制造等方式嵌入全球价值链的低端环节,虽能维系生存,但却陷入俘获式"增长状态"。本文以战略匹配为视角构建了研究框架,并借助PEST法和行业竞争五力模型分析了中小企业创建自主品牌的外部环境约束;基于价值链理论探讨了中小企业创建自主品牌的内部资源约束。文章认为,受资源环境的双约束,中小企业虽不能在短期内直接创建自主品牌,但却可以采取贴牌加工、品牌租赁、品牌联盟、品牌共享、品牌嫁接等战略路径,从而渐进地创建自主品牌,实现向全球价值链高端攀升。
[Abstract]:Due to the lack of independent brands, most SMEs in China can only embed the low end of the global value chain in the way of processing and manufacturing. Although they can maintain their survival, they fall into a "growth state" of capture. This paper constructs a research framework from the perspective of strategic matching, and analyzes the external environmental constraints for the establishment of independent brands in small and medium-sized enterprises with the help of the PEST method and the five-force model of industry competition. Based on the theory of value chain, this paper discusses the internal resource constraints of creating independent brands in small and medium-sized enterprises. The paper holds that, under the dual constraints of resources and environment, small and medium-sized enterprises can not create their own brands directly in the short term, but they can take strategic paths such as label processing, brand leasing, brand alliance, brand sharing, brand grafting, etc. Thus gradually create independent brand, to achieve the global value chain high-end climb.
【作者单位】：河海大学商学院;南京大学商学院;南京审计学院;
【基金】：教育部社会科学基金青年项目“资源与环境双约束下中小企业自主品牌成长机制与路径”(11YJC630073) 江苏省社会科学基金青年项目“加快中小企业自主品牌成长问题研究”(10GLC014) 国家社会科学重点项目“以全球价值链引导我国经济结构转型升级”(11AZD002) 教育部人文社会科学重点研究基地南京大学长江三角洲经济社会发展研究中心课题“以产业集群促进长三角战略性新兴产业创业发展”(10JJD790026) 教育部社会科学基金“人力资本与战略性新兴产业成长”(11YJC790150)的资助
【分类号】：F276.3;F273.2

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