代工专用性投资、竞争优先权与自有品牌战略  

OEM Special Investment, Competitive Priorities and Own Brand Strategy

作　　者：李桂华[1] 黄磊[2] 卢宏亮[3] 

机构地区：[1]南开大学商学院市场营销系 [2]南开大学商学院 [3]东北林业大学经济管理学院

出　　处：《南开管理评论》2013年第6期28-37,共10页Nankai Business Review

基　　金：国家自然科学基金项目(71302065)资助

摘　　要：我国大部分代工企业的发展现状为既保留代工业务,又通过发展自有品牌实现产业升级与转型,然而企业在代工业务上的投入与竞争选择,对其实施自有品牌战略有何影响,尚缺少深入探讨。本文对国内外文献进行综述整理,构建专用性投资对竞争优先权与自有品牌战略的影响模型,通过发放问卷收集数据,对研究假设进行实证检验。结果表明,代工企业不同类型的专用性投资对竞争优先权产生的影响并不相同,竞争优先权的技术创新和管理水平两个维度对自有品牌战略有正向影响,能力类专用性投资直接正向影响自有品牌战略,而活动类专用性则以竞争优先权的管理水平维度为中介间接正向影响自有品牌战略。研究结果对我国代工企业建设自有品牌具有实践意义。The most original equipment manufacturers （OEMs） sustain contract businesses, as well as develop own brand for im- proving industrial upgrade and transition. However, the question about how original equipment manufacturers special investment and competitive choice impact the own brand strategy has been rel- atively unexplored. First of all, the study reviews the relevant litera- ture about special investment, competitive priorities and own brand strategy. Considering that original equipment manufactures＇ devel- opment status in our country, the study divides special investment into materials, activities and capabilities, and divides competitive priorities into production level, cooperative relationship, technical innovation and management level. Next, the theoretical model of special investment on competitive priorities and own brand strate- gy in original equipment manufacturers is proposed, and then puts forward 15 research hypotheses. The paper examines empirically the relationship among special investment, competitive priorities and own brand strategy, and the samples of 202 original equipment manufactures have been obtained by the questionnaire survey. Data are analyzed using AmosT.0 for Confirmatory Factor Analysis as well as Path Analysis. There are three conclusions in the research. Firstly, different types of special investment have different influenc- es on dimensions of competitive priorities respectively. Specifically, special investment of materials significantly improves production level, cooperative relationship and technical innovation. Special investment of actives has significant impacts on cooperative rela- tionship and management level, but has no significant impacts on production level. Special investment of capabilities has significant impacts on both cooperative relationship and technical innovation. Secondly, technical innovation and management level have signifi- cant effect on own brand strategy while cooperative relationship has negative influences, and production level has no sig

关 键 词：代工生产 专用性投资 竞争优先权 自有品牌战略 

分 类 号：F273.2[经济管理—企业管理]