【摘要】： 改革開(kāi)放以來(lái),我國(guó)的制造業(yè)企業(yè)紛紛采納OEM方式,為世界各大品牌委托方做OEM產(chǎn)品,并且取得了迅速的發(fā)展。但是這些制造業(yè)企業(yè)基本上都沒(méi)有自己的品牌,僅僅通過(guò)承接品牌委托方的產(chǎn)品訂單賺取微薄的加工費(fèi)。這種技術(shù)和資本在外、生產(chǎn)在內(nèi)的模式在競(jìng)爭(zhēng)激烈的市場(chǎng)中受到了嚴(yán)重的沖擊,許多企業(yè)嘗試從OEM向自創(chuàng)品牌的道路發(fā)展。最終有的企業(yè)成功了,有的企業(yè)卻一敗涂地。那么,我國(guó)的制造業(yè)企業(yè)到底應(yīng)該如何在OEM與自創(chuàng)品牌之間進(jìn)行選擇呢? 本文針對(duì)目前我國(guó)制造業(yè)企業(yè)OEM與自創(chuàng)品牌的現(xiàn)實(shí)情況,對(duì)我國(guó)制造業(yè)企業(yè)的選擇行為進(jìn)行了深入的分析。通過(guò)價(jià)值鏈的相關(guān)理論,以服裝制造業(yè)為例,論證了我國(guó)制造業(yè)企業(yè)突破OEM向全球價(jià)值鏈上游設(shè)計(jì)延伸,以此發(fā)展自創(chuàng)品牌的可行性;通過(guò)企業(yè)生命周期理論,分析企業(yè)在生命周期不同階段的特點(diǎn),論證了我國(guó)制造業(yè)企業(yè)根據(jù)成長(zhǎng)的不同階段決定企業(yè)的選擇行為:然后通過(guò)對(duì)典型案例的分析,對(duì)企業(yè)的選擇性為進(jìn)行分析,認(rèn)為生搬硬套某種戰(zhàn)略的做法并不可取,企業(yè)應(yīng)該根據(jù)自身的特點(diǎn)和所處的成長(zhǎng)階段來(lái)選擇適合自己發(fā)展的發(fā)展戰(zhàn)略。最后分析了我國(guó)制造業(yè)企業(yè)基于OEM發(fā)展自創(chuàng)品牌的必然趨勢(shì)。由此得出了本文的結(jié)論,即我國(guó)的制造業(yè)企業(yè)根據(jù)其在價(jià)值鏈上的地位和企業(yè)生命周期的成長(zhǎng)階段選擇OEM還是自創(chuàng)品牌,但企業(yè)的最終趨勢(shì)是基于OEM發(fā)展自創(chuàng)品牌。
[Abstract]:Since the reform and opening up, Chinese manufacturing enterprises have adopted OEM mode to make OEM products for the major brands in the world, and have made rapid development. But these manufacturing enterprises basically do not have their own brands, only by undertaking brand entrustors' product orders to earn meagre processing fees. This kind of technology and capital outside, the mode of production has been seriously impacted in the fierce competition market, many enterprises try to develop from OEM to their own brand. In the end, some enterprises succeeded, others failed. So, how should Chinese manufacturing enterprises choose between OEM and their own brands? In view of the current situation of OEM and self-created brands of manufacturing enterprises in China, this paper makes a deep analysis of the selection behavior of manufacturing enterprises in China. Through the relevant theory of value chain, taking clothing manufacturing industry as an example, this paper demonstrates the feasibility of Chinese manufacturing enterprises breaking through OEM to extend to the upstream design of global value chain, so as to develop their own brand. Through the theory of enterprise life cycle, this paper analyzes the characteristics of enterprises in different stages of life cycle, and demonstrates that Chinese manufacturing enterprises determine the choice behavior of enterprises according to different stages of growth. Then, through the analysis of typical cases, Based on the analysis of the selectivity of the enterprise, it is considered that it is not advisable for the enterprise to adopt a certain strategy, and the enterprise should choose the development strategy suitable for its own development according to its own characteristics and the stage of growth. Finally, the inevitable trend of Chinese manufacturing enterprises developing their own brands based on OEM is analyzed. The conclusion of this paper is that Chinese manufacturing enterprises choose OEM or self-created brand according to their position in the value chain and the growth stage of enterprise life cycle, but the final trend of enterprises is to develop their own brand based on OEM.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F425

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