代工企业自主品牌转型升级研究评述与展望

打开文本图片集

中图分类号：F72 文献标志码：A

Research Review and Prospects on the Transformation and Upgrading of OEM Enterprises'Independent Brands

XIE Peihong YU Jiaxin WANG Yuxian （School of Management，Shanghai Universityof Intemational Businessand Economics，Shanghai 2Ol62O，China）

Abstract：To better promote the theoretical research progress and practical transformation achievements of OEM enterprises'brand transformation and upgrading，this paper systematically reviews the relevant research on the brand transformation and upgrading of OEM enterprises.Firstly，it summarizes the theoretical basis of brand transformation and upgrading of OEM enterprises from three perspectives： value chain，value co-creation and dynamic capabilities. Secondly，it analyzes the bottlenecks of transformation and upgrading and summarizes the measurement methods of transformation effects.Finally，this paper summarizes the key internal and external factors influencing the transformation and upgrading of OEM enterprises，sorts out the linear and non-linear transformation and upgrading paths，and summarizes the strategies for brand transformation and upgrading of OEM enterprises from the perspectives of R&D and non-R&D innovation. The systematic research framework not only provides theoretical references for the academic community，but also ofers practical inspirations for OEM enterprises to break through the low-end lock，and achieve transformation and upgrading development.

Key words： OEM enterprises; transformation and upgrading; value chain climbing;independent brand

0 引言

本文以代工企业自主品牌转型升级的研究内容为主线，辨析了OEM、ODM与OBM的概念，梳理了价值链、价值共创和动态能力三大理论视角。（剩余17018字）