本土代工企业自创国际品牌——演进路径与能力构建

提升本土代工企业的创新能力、创建自主品牌、实现转型升级是当前产学研界需要迫切解决的问题之一.从核心能力和价值链活动两个维度构建代工企业自创国际品牌演进路径的理论模型,并以捷安特自行车的品牌创建为例,对其演进路径和能力构建进行实证分析.研究结果表明,代工企业自创国际品牌的过程就是企业在核心能力持续升级的基础上不断扩展价值链活动范围的过程.知识获取、内化和创新能力决定着代工制造厂商能否顺利升级到代工设计厂商,能否突破对生产和设计能力的路径依赖,主导核心能力向品牌运营方向发展,决定着代工设计厂商向自主品牌厂商跨越的成败.结合代工企业的特定优势和依据行业特征构建国际品牌资产、提升品牌的国际化运营能力是本土企业拓展国际市场并成为国际品牌的根本保障.

Local Original Equipment Manufacture Builds Its Own International Brand:Evolutionary Path and Ability Building

The most urgently business is to increase the innovative ability of local original equipment manufacture and build its own brand for transferring the original equipment manufacture mode. From core ability and value activity dimensionality, this pa-per built a theoretical model of evolutionary path for original equipment manufacture building its own brand. The result indicates that the process of original equipment manufacture building its own brand is the process of original equipment manufacture chan-ging its value activity based on the continuous increasing core ability, original equipment manufacture upgrading to original design manufacture is determined by knowledge acquiring, knowledge assimilation and knowledge innovation, original design manufac-ture upgrading to original brand manufacture is determined by the breakthrough of dependence on production and designing abili-ty. According to the specific advantage of the industry, local original equipment manufacture builds its own brand assets and in-creases its international ability of operation.