OEM向OBM演进的影响因素及对中国外向型企业的政策含义

发布时间：2018-08-09 18:41

【摘要】：基于国际贸易中的比较优势理论,OEM代工企业快速发展并在全球产业链体系中占有一席之地。然而随着世界经济下行、成本日益递增及贸易摩擦频繁下,OEM代工模式的弊端凸显,国内学者要求企业由“贴牌生产”向“创牌生产”转型的呼声愈增。但是转型非一蹴而就,企业在自身的转型过程中需要具备多方面的核心能力。本文旨在研究OEM代工企业向ODM代工甚至OBM代工的转型路径中所需具备的核心能力及如何构建这种能力,同时探讨代工企业选择贴牌兼创牌路径的可行性,并据此给我国代工企业的顺利转型提出相关的政策性建议。本文构建两阶段的博弈模型,分别讨论代工企业在向ODM转型及OBM转型时所具备的要素。在考虑OEM向ODM转型时,本文构建一个动态博弈模型,考虑企业何时会选择向ODM转型;在考虑ODM向OBM转型时,我们构建一个寡占代工模型,考虑本土企业在代工的同时进行自主品牌的生产,并与原品牌厂商在国际市场上进行差异化产品竞争的策略性行为,分析代工企业向自主品牌转型的必要条件及代工兼创牌路径的可行性,在这一阶段,本文也加入了针对代工产品及自主品牌产品的贸易政策分析。研究发现,当OEM企业具有核心技术方面的优势时,国外企业会选择代工企业作为ODM代工企业;而当ODM代工产品具有一定的品牌知名度及创牌成本处在合理的范围内时,ODM企业在代工的同时会选择自创品牌,采取双管齐下的策略。而追求福利最大化下的政府政策并非是对创牌有利的,国内政府要针对代工企业的具体情况而制定相应的政策来扶持本国企业的转型。
[Abstract]:Based on the theory of comparative advantage in international trade, OEM contract enterprises develop rapidly and occupy a place in the global industrial chain system. However, with the decline of the world economy, the increasing cost and the frequent trade frictions, the defects of OEM OEM mode are becoming more and more obvious, and the demand of domestic scholars for enterprises to transform from "label production" to "creating brand production" is increasing. However, the transformation is not accomplished overnight, enterprises need to have a variety of core competencies in their own transition process. The purpose of this paper is to study the core competence and how to construct the transition path from OEM contract enterprise to ODM contract worker or even OBM contract manufacturer, and to explore the feasibility of the contract enterprise to choose the brand and creation path. And accordingly to our country contract industry enterprise smooth transformation puts forward the related policy proposal. In this paper, a two-stage game model is constructed to discuss the elements of the transition of contract manufacturing enterprises to ODM and OBM respectively. When considering the transition from OEM to ODM, this paper constructs a dynamic game model to consider when the enterprise will choose to transition to ODM, and when we consider the transition from ODM to OBM, we construct an oligopoly contract manufacturing model. Considering the strategic behavior of local enterprises engaged in the production of their own brands at the same time of contract manufacturing, and competing with the original brands in the international market for differentiated products, This paper analyzes the necessary conditions for the transition of contract enterprises to independent brands and the feasibility of the path of contract and brand creation. At this stage, this paper also adds the trade policy analysis for contract products and independent brand products. It is found that when OEM enterprises have the advantages of core technology, foreign enterprises will choose contract manufacturing enterprises as ODM contract manufacturing enterprises. However, when the ODM contract products have a certain brand awareness and the cost of brand creation is within a reasonable range, the enterprises will choose their own brand and adopt a two-pronged strategy. The government policy under the maximization of welfare is not beneficial to the establishment of the brand. The domestic government should formulate corresponding policies to support the transformation of the domestic enterprises according to the specific conditions of the contract enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F279.2;F752.68

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