论“中国制造”背后的定价权缺失及转移

进入二十一世纪以来,＂中国制造＂正成为经济全球化进程中,国际垂直分工体系不可或缺的一个重要环节。但是中国仍然处于这一国际分工体系的底层、全球价值链的低端,商品定价权的缺失日益成为制约中国制造业进一步发展和产业升级的瓶颈。文章对＂中国制造＂背后定价权缺失的原因以及定价权转移的路径选择进行了分析。认为,中国本土企业由于研发能力、营销能力不足,无法占据国际产业链高价值的两端——上游及下游环节,而是处在全球价值链的低端,即＂微笑曲线＂中产品附加值最低的中间区域。因此,中国企业一方面应向＂微笑曲线＂上游移动,提高企业的研发、设计及创新能力;另一方面,中国企业应向＂微笑曲线＂下游移动,通过特许经营、品牌租赁、自主品牌等路径提高企业的品牌营销能力。

On the Lack of Pricing Power and Its Diversion Paths behind ＂Made in China＂

China’s position in the international industry chain has become more and more prominent with China’s entry into WTO and its great development in economic globalization since the 21st century.＂Made in China＂ is becoming one indispensable link in the vertical system of international division during the process of economic globalization.But now China is still at the bottom of this system of international division,still at the low end of global value chains and is still lack of pricing power of commodities,which increasingly leads to the bottlenecks restricting the further development and upgrade of China’s manufacturing industry.This article analyzes in detail the reasons for the lack of pricing power and its diversion paths behind ＂Made in China＂.It concludes that China’s local enterprises are not able to occupy two ends of the international indus-try chain,the upstream and downstream of higher value because of their lack of RD and marketing capability,whilst they are at the low end of global value chains and are in the medial area whose added value of products is the lowest in the ＂Smile Curve＂.Therefore,China’s enterprises should,on one hand,move towards the upstream of ＂Smile Curve＂,improving their capability of RD,designing and innovation and,on the other hand,move towards the downstream of ＂Smile Curve＂,improving enterprises’ capability of brand marketing through different paths such as franchising,brand licensing and brand creating.