品牌商對貼牌供應商的選擇和合作機制研究
發(fā)布時間：2018-10-31 14:06
【摘要】： 隨著全球經(jīng)濟一體化的發(fā)展,發(fā)達國家把生產(chǎn)制造環(huán)節(jié)逐步轉移到其他國家而專注于自身具有比較優(yōu)勢且利潤更加豐厚的研發(fā)和市場營銷環(huán)節(jié)。中國以其豐富而廉價的勞動力和自然資源,穩(wěn)定的社會政治環(huán)境承接了相當部分發(fā)達國家轉移過來的制造業(yè),出現(xiàn)了大量的貼牌供應商。貼牌供應商的發(fā)展離不開與品牌商的緊密合作。在品牌商與貼牌供應商的合作中,既包括品牌商挑選合作伙伴貼牌供應商,又包括兩者之間的協(xié)調合作,實現(xiàn)“共贏”。 本文首先介紹OEM概念和目前國內外學者對它的研究狀況。品牌商同貼牌供應商的合作第一步是品牌商選擇貼牌供應商,因此,在文章開始,也對供應商選擇做了簡單概括。 其次,在馬士華運用灰色理論研究供應商選擇的基礎之上,拓展該研究,選擇了更合適的貼牌供應商選擇標準,將標準分為主要標準和次要標準,簡化了品牌商選擇貼牌供應商的工作量,并在新標準及分類處理的基礎上,提出長期合作下品牌商對貼牌供應商選擇方法。此法適用于數(shù)據(jù)信息少,標準具有相關性的情況,避免了傳統(tǒng)的主觀感覺選擇供應商。該方法可操作性強,標準簡單,便于實施,既利于品牌企業(yè)對貼牌供應商的管理監(jiān)督,又利于貼牌供應商根據(jù)這些實用準則來不斷提高自身技術水平和管理能力,在“干中學”得到長足發(fā)展; 再次,品牌商和貼牌供應商緊密合作可促使這兩者之間的供應鏈利潤增加,但是二者利潤分配并不平衡,并且貼牌供應商通常為多個品牌商供應產(chǎn)品,為保證貼牌供應商能夠為拼牌商保質保量的供貨,在二者之間建立合作機制非常必要。為此,本文建立基于獎勵和懲罰合作機制,促使品牌商和貼牌供應商緊密合作,從而使供應鏈的成員均能受益,達到“共贏”目的。 最后,文章做了算例子分析,驗證上述結論,用案例證明合作機制能降低供應鏈成本,增強品牌商和貼牌供應商在市場的競爭力。
[Abstract]:With the development of global economic integration, developed countries gradually transfer manufacturing links to other countries and focus on R & D and marketing links which have their own comparative advantages and are more profitable. China, with its abundant and cheap labor and natural resources, stable social and political environment, has taken over the manufacturing industry transferred from a considerable number of developed countries, and a large number of licensed suppliers have emerged. The development of label suppliers can not be separated from the close cooperation with brands. In the cooperation between brand and label suppliers, it includes the selection of partners and suppliers, and the coordination and cooperation between them to achieve "win-win". This paper first introduces the concept of OEM and the current research situation of it by domestic and foreign scholars. The first step of the cooperation between brand and label supplier is to choose brand supplier. Therefore, at the beginning of the article, the selection of supplier is also briefly summarized. Secondly, on the basis of Maersk's application of grey theory to the study of supplier selection, the author expands the research, and selects a more suitable supplier selection standard, which can be divided into main criteria and secondary standards. This paper simplifies the workload of brand suppliers selection and puts forward a long-term cooperation method based on the new standard and classification. This method is suitable for the situation where the data information is less and the standard is relevant, thus avoiding the traditional subjective perception of choosing suppliers. The method has the advantages of strong operability, simple standard and easy implementation. It is not only conducive to the management and supervision of brand enterprises to label suppliers, but also conducive to the continuous improvement of their own technical level and management ability according to these practical guidelines. In the "dry middle school" to get considerable development; Thirdly, the close cooperation between brand and label supplier can increase the profit of supply chain between them, but the profit distribution between them is not balanced, and the label supplier usually supplies products to multiple brands. It is necessary to establish a cooperative mechanism between the two suppliers in order to guarantee the supply of quality and quantity. Therefore, this paper establishes a cooperation mechanism based on reward and punishment to promote the cooperation between brand and label suppliers, so that the members of the supply chain can benefit and achieve the goal of "win-win". Finally, the paper makes an example analysis, verifies the above conclusion, and proves that the cooperation mechanism can reduce the supply chain cost and enhance the competitiveness of brand and label suppliers in the market.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F224;F274
本文編號：2302465
[Abstract]:With the development of global economic integration, developed countries gradually transfer manufacturing links to other countries and focus on R & D and marketing links which have their own comparative advantages and are more profitable. China, with its abundant and cheap labor and natural resources, stable social and political environment, has taken over the manufacturing industry transferred from a considerable number of developed countries, and a large number of licensed suppliers have emerged. The development of label suppliers can not be separated from the close cooperation with brands. In the cooperation between brand and label suppliers, it includes the selection of partners and suppliers, and the coordination and cooperation between them to achieve "win-win". This paper first introduces the concept of OEM and the current research situation of it by domestic and foreign scholars. The first step of the cooperation between brand and label supplier is to choose brand supplier. Therefore, at the beginning of the article, the selection of supplier is also briefly summarized. Secondly, on the basis of Maersk's application of grey theory to the study of supplier selection, the author expands the research, and selects a more suitable supplier selection standard, which can be divided into main criteria and secondary standards. This paper simplifies the workload of brand suppliers selection and puts forward a long-term cooperation method based on the new standard and classification. This method is suitable for the situation where the data information is less and the standard is relevant, thus avoiding the traditional subjective perception of choosing suppliers. The method has the advantages of strong operability, simple standard and easy implementation. It is not only conducive to the management and supervision of brand enterprises to label suppliers, but also conducive to the continuous improvement of their own technical level and management ability according to these practical guidelines. In the "dry middle school" to get considerable development; Thirdly, the close cooperation between brand and label supplier can increase the profit of supply chain between them, but the profit distribution between them is not balanced, and the label supplier usually supplies products to multiple brands. It is necessary to establish a cooperative mechanism between the two suppliers in order to guarantee the supply of quality and quantity. Therefore, this paper establishes a cooperation mechanism based on reward and punishment to promote the cooperation between brand and label suppliers, so that the members of the supply chain can benefit and achieve the goal of "win-win". Finally, the paper makes an example analysis, verifies the above conclusion, and proves that the cooperation mechanism can reduce the supply chain cost and enhance the competitiveness of brand and label suppliers in the market.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F224;F274
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