代工厂商创牌博弈与角色转换模式分析  

Brand Strategy of OEM Manufacturers Based on Game Theory

作　　者：刘笑萍[1] 杨立强[2] LIU Xiao-ping YANG Li-qiang(Institute of Finance and Economics, Central University of Finance and Economics, Beijing 100081, China Institute of International Economy, University of International Business and Economics, Beijing 100029, China)

机构地区：[1]中央财经大学财经研究院,北京100081 [2]对外经济贸易大学国际经济研究院,北京100029

出　　处：《哈尔滨工业大学学报（社会科学版）》2017年第1期135-140,共6页Journal of Harbin Institute of Technology(Social Sciences Edition)

摘　　要：代工—外包关系已经成为许多行业的价值链连接方式,而在代工—外包关系中,主要集中在发展中经济体的代工厂商如何实现经由代工生产(OEM)向自创品牌(OBM)的转型升级,越来越受到学术界的关注。通过构建和分析代工厂商创牌博弈模型得出代工厂商创牌博弈成功的主要因素。阐明代工与品牌之间的动态转换关系,在此基础上提出代工厂商由代工生产向品牌运营转换的三种模式,即分拆模式、并购模式和自我发展模式。How the OEM manufactures upgrade from OEM to OBM gets more and more attention. This paper establishes a game theoretical model,and discusses the factors that affect the success of OEM manufacturers＇ upgrading. In addition,the paper analyzes the dynamic transfer between OEM and OBM for the subcontracting manufactures. And the paper brings out three upgrading modes： splitting mode,MA mode,and Self-growing mode.

关 键 词：代工生产 外包 自创品牌 企业博弈 

分 类 号：F271[经济管理—企业管理]