贴牌企业自主品牌战略研究

摘要

贴牌生产流行于欧美等发达国家，它是国际大公司寻找各自比较优势的一种游戏规则。在市场国际化和经济全球化的背景下，国际品牌企业开始分散产品供应，各国代工厂竞争加剧，以及许多产品逐渐迈入成熟期，这种长期依靠劳动力低成本和以价格维持竞争的生产方式，已给我国企业的出口带来极大的困难，这也决定了贴牌生产的产业模式不适应我国经济的可持续发展要求。伴随着市场经济的发展，特别是中国加入WTO之后，贴牌生产的方式在我国企业中已十分普遍，已经为我国广大企业所采用。中国现在已经成为全球OEM的生产基地，名副其实的“世界工厂”。总体上看，贴牌生产为中国企业在特定时期的发展提供了机遇，但从长远来看，这种生产模式注定是一种短期行为，不利于中国企业贴牌进入国际市场。我国贴牌企业众多，对我国经济有着一定的促进作用，但是，随着竞争的日益加剧，贴牌企业有着很大的弊端，对我国企业和经济的长远发展极为不利。本文通过分析贴牌生产对我国企业的不利影响，说明贴牌企业创建自主品牌的必要性，介绍了自主品牌下我国两个企业的成功转型，并对创建自主品牌的策略进行了研究。

【关键词】贴牌企业自主品牌策略

Abstract

OEM popular in Europe and the United States and other developed countries, it is the international big company looking for a game of their respective comparative advantages. Under the background of economic globalization and market internationalization, international brand enterprise began to spread the product supply, the contract competition, and many products gradually entering mature period, the long-term rely on low Labour costs and methods of production with price competition, has the export of our country enterprise to bring huge difficulties, it also determines the OEM industry pattern does not adapt to the sustainable development of economy in our country. Along with the development of market economy, especially after China's accession to the WTO, OEM way is very common in our country enterprise, has been adapted for use by the enterprises in China. China has now become a global OEM production base, worthy of the name "world factory". Overall, OEM for Chinese companies in providing opportunities for the development of specific period, but in the long run, this kind of production pattern is doomed to be a short-term behavior, is not conducive to China's enterprises to enter the international market. Many branded enterprises in our country, to have a certain role in promoting China's economy, however, the increasingly intense competition, branded enterprise has a lot of disadvantages, to the detriment of the long-term development of Chinese enterprises and economy. In this article, through analyzing the negative impact

of the OEM to our country enterprise, the necessity of branded enterprises create their own brands, introduces the independent brand under the successful transformation of two companies in our country, and to create its own brand strategy is studied.

【key words 】enterprise independent brand strategy

目录

一、研究背景及其意义 (4)

二、理论综述 (4)

1、贴牌生产 (4)

2、自主品牌 (5)

三、国内OEM发展现状及其利弊分析 (5)

1、贴牌生产使企业丧失核心竞争力 (5)

2、贴牌生产不利于企业获得核心技术 (5)

3、贴牌生产容易导致知识产权纠纷 (6)

4、贴牌生产给国内资源环境带来了很大的损失 (6)

5贴牌生产可以缓解就业压力，促进经济发展 (6)

四、企业的应对策略 (7)

1、企业的应对策略小析 (7)

2、产品研发策略 (9)

3、营销渠道策略 (9)

4、品牌策略 (10)

5、成功转型案例分析 (11)

五、结论 (11)

参考文献 (12)