国际代工背景下的企业自创品牌与决策思路

聚焦于国际代工背景下的本土代工企业.以竞争优势理论、产业生命周期理论以及价值链等理论为基础,构建代工企业自创品牌的决策分析框架,并以中国台湾厂商为例进行的分析表明,代工企业可以通过综合分析产业生命周期阶段、市场竞争状况等外部环境以及从事的主要价值链活动等内部资源与能力进行战略决策定位.发展自创品牌。

Enterprises' Brand Building and Decision on the Context of International OEM

This paper focuses on the local OEM,based on core competition theory,firm life cycle theory and value linkage theory,constructs a theoretical analysis framework of brand decision for local OEM.The conclusion is that local OEM may make brand decision through analyzing outer environment,such as firm life cycle and market char- acter,and inter resources,such as value activity and product ability.