从ODM到OBM升级的阶段性选择

发布时间：2018-02-27 22:09

本文关键词： ODM高级阶段企业升级关键能力企业管理　出处：《技术经济与管理研究》2016年02期 　论文类型：期刊论文

【摘要】：从OEM到ODM再到OBM的路径是企业升级的一条典型路径,但从ODM直接升级到OBM并非易事。文章在文献研究的基础上,提出介入到产业链源头环节——产品设计的"ODM高级阶段"概念,并对蒙发利和伊立浦两家小家电企业的升级过程进行深入分析,探讨两家企业的升级模式:研发制造服务一体化模式(PRMS)、营销参与的设计制造商模式(MDM)、授权销售代理模式(ESA)。文章分析发现,当企业缺乏足够的资源与能力实现OBM升级时,先过渡到ODM高级阶段会是一种更好的选择。而在这一升级过程中,企业的关键能力至关重要。本研究对我国OEM/ODM企业升级到OBM有着重要实践价值。
[Abstract]:The route from OEM to ODM to OBM is a typical path of enterprise upgrading, but it is not easy to upgrade directly from ODM to OBM. Based on the literature research, this paper puts forward the concept of "ODM advanced stage" which is involved in the source link of industrial chain, which is product design. And the upgrading process of two small household appliances enterprises, Montfurield and ELipu, is analyzed in depth. This paper discusses the upgrade mode of two enterprises: the integration mode of R & D and manufacturing services, the design and manufacture model of marketing participation, the authorized sales agent model. The paper finds that when the enterprise lacks sufficient resources and ability to achieve OBM upgrade, The transition to the advanced stage of ODM is a better choice, and in the process of upgrading, the key capability of the enterprise is very important. This study has important practical value for the upgrading of OEM/ODM enterprises to OBM in our country.
【作者单位】：中山大学管理学院;招商银行;
【基金】：国家社会科学基金重点项目(15AZD003) 教育部哲学社会科学研究后期资助重大项目(13JHQ027)
【分类号】：F426.6;F832.6

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