代工厂商创牌博弈与角色转换模式分析

发布时间：2018-01-30 16:21

本文关键词： 代工生产外包自创品牌企业博弈　出处：《哈尔滨工业大学学报(社会科学版)》2017年01期 　论文类型：期刊论文

【摘要】：代工—外包关系已经成为许多行业的价值链连接方式,而在代工—外包关系中,主要集中在发展中经济体的代工厂商如何实现经由代工生产(OEM)向自创品牌(OBM)的转型升级,越来越受到学术界的关注。通过构建和分析代工厂商创牌博弈模型得出代工厂商创牌博弈成功的主要因素。阐明代工与品牌之间的动态转换关系,在此基础上提出代工厂商由代工生产向品牌运营转换的三种模式,即分拆模式、并购模式和自我发展模式。
[Abstract]:The contract industry-outsourcing relationship has become the value chain connection in many industries, and in the contract industry-outsourcing relationship. How do contract manufacturers, mainly focused on developing economies, achieve the transition from OEM to OBMM) through contract manufacturing??? More and more academic attention. Through the construction and analysis of contract manufacturers' brand creation game model, the main factors of the success of contract manufacturers' brand creation game are obtained, and the dynamic transformation relationship between contract manufacturers and brands is clarified. On the basis of this, three modes of contract manufacturers' transformation from contract production to brand operation are put forward, that is, the mode of separation, the mode of merger and acquisition, and the mode of self-development.
【作者单位】：中央财经大学财经研究院;对外经济贸易大学国际经济研究院;
【分类号】：F273.2;F224.32
【正文快照】： 品牌并成长为品牌厂商的过程伴随着代工企业冲引言破生产网络中原有核心企业(往往是跨国公司)随着国际分工的深化和全球价值链的发展,的控制,在核心技术、品牌运营、销售渠道等方面代工生产或外包(1)承接活动越来越受到发展中经形成自己的优势,摆脱对核心企业的依赖,进而影济

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