制造商的模式决策——直销或贴牌  

Manufacturer's Operating Mode Decision:Direct Sales or Original Equipment Manufacture

作　　者：李琳[1] 李帮义[1] 罗沁寒[1] 

机构地区：[1]南京航空航天大学经济与管理学院,南京210016

出　　处：《价值工程》2010年第31期66-67,共2页Value Engineering

基　　金：国家社科基金(10BGL010);教育部人文社会科学基金(09YJA630064)

摘　　要：本文借助定量模型讨论,对比制造商在直销模式和OEM模式之间的运营情况,分析制造商模式选择过程中的影响因素的变化情况造成的结论差异,发现制造商模式选择时生产成本和品牌溢价的双重决定性。Resorting to discussion upon quantitative models,this paper compares manufacturer＇s operating outcomes in two separate types of operating modes,direct sales model and OEM modes. Then an analysis is performed that the variance of influence factors result in difference among the referred operating outcomes,only to find that when manufacturer comes to make decision between the two operating modes,its own costs and the brand premium owned by brander serves as the dual determinative.

关 键 词：模式决策 贴牌生产 直销 

分 类 号：F274[经济管理—企业管理]