环境与资源双约束下中小企业创建自主品牌的策略选择——基于TOPSIS模型

发布时间：2019-01-01 11:18

【摘要】：我国中小企业由于缺乏自主品牌,多以加工制造嵌入全球价值链的低端,虽能维系生存,却面临着边缘化困境。本文借助资源成长论和战略匹配论,认为受环境与资源的双重约束,中小企业虽不能在短期内直接创建自主品牌,却可以根据企业创牌能力实情,选择贴牌加工、品牌租赁、品牌共享、品牌比附、品牌联盟等策略,以提升企业的创牌能力。在此基础上,运用TOPSIS模型,以外部环境、内部资源以及品牌成长阶段为维度,构建了环境与资源双约束下中小企业创建自主品牌的策略选择模型,并以蒙牛为个案进行了分析。
[Abstract]:Because of the lack of independent brands, small and medium-sized enterprises in our country are faced with the plight of marginalization although they can maintain their existence and embed in the low end of global value chain by processing and manufacturing. With the help of resource growth theory and strategic matching theory, this paper holds that under the dual constraints of environment and resources, small and medium-sized enterprises can not create their own brand directly in the short term, but they can choose the label processing and brand lease according to the actual situation of the enterprise's ability to create brand. Brand sharing, brand comparison, brand alliance and other strategies to enhance the brand creation ability. On this basis, using the TOPSIS model and taking the external environment, internal resources and brand growth stage as the dimensions, this paper constructs a strategy choice model for small and medium-sized enterprises to create their own brands under the dual constraints of environment and resources, and takes Mengniu as a case study.
【作者单位】：河海大学商学院;美国奥本大学;
【基金】：国家社科基金青年项目“全球价值链视角下我国发展战略性新兴产业的追赶时机、赶超路径与政策选择研究”(批准号:13CGL008) 中国博士后基金特别资助(批准号:2013T60512);中国博士后基金(一等资助)(批准号:2012M520055) 教育部社科基金项目“资源与环境双约束下中小企业自主品牌成长机制与路径选择”(批准号:11YJC630073);教育部社科基金项目“人力资本与战略性新兴产业成长:空间经济学的视角”(批准号:11YJC790150) 江苏省社科基金项目“加快中小企业自主品牌成长问题研究”(批准号:10GLC014)
【分类号】：F426.82;F273.2;F224

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