竞争环境下ODM厂商自有品牌的市场进入策略分析

余牛, 郑本荣

系统工程理论与实践 ›› 2019, Vol. 39 ›› Issue (3) : 682-694.

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系统工程理论与实践 ›› 2019, Vol. 39 ›› Issue (3) : 682-694. DOI: 10.12011/1000-6788-2017-1024-13
论文

竞争环境下ODM厂商自有品牌的市场进入策略分析

    余牛1, 郑本荣2
作者信息 +

Analysis on market entry strategy of ODM's own brandin competitive environment

    YU Niu1, ZHENG Benrong2
Author information +
文章历史 +

摘要

在经济全球化背景下,越来越多的原始设备制造商(original equipment manufacturer,OEM)开始考虑创建自有品牌以实现向原始设计制造商(original design manufacturer,ODM)部分角色的转变.显然,ODM是否创建自有品牌进入市场会对相关企业及供应链产生重要影响.本文针对ODM与OEM构成的二级供应链系统,在不同博弈理论框架下分析了ODM自有品牌的市场进入策略及对OEM和供应链系统的影响.研究表明ODM的市场进入能有效缓解供应链的双重边际效应,但该效应会随着OEM渠道成本优势的扩大而减弱.而当OEM的渠道成本足够低时,ODM的市场进入可能对OEM也是有利的,此时ODM与OEM可实现"双赢".最后,将模型拓展至Nash讨价还价和Bertrand价格竞争情形,分析并验证了结论的鲁棒性.

Abstract

In the context of economic globalization, more and more equipment manufacturers (OEM) begin to consider creating their own brand to achieve partly role of original design manufacturer (ODM). Obviously, there are significant impacts on related firms and supply chains if ODMs build up their own brands. We consider a two-echelon supply chain system which consists of an ODM and an OEM. Under different game theory framework, we analyze the ODM's optimal entry strategy and its consequences on channel system. Our results show that ODM's market entry effectively alleviates the "double marginalization" of the distribution channel, and this positive effect decreases as OEM's channel cost advantage strengthens. And when the cost of OEM channel is sufficiently low, ODM's market entry may also be beneficial to the OEM, then ODM and OEM can achieve a "win-win" situation. Finally, we verify the robustness of our model by considering the cases of Nash bargaining and Bertrand price competition model.

关键词

原始设备制造商 / 原始设计制造商 / 合同制造商 / 市场进入 / 外包 / 品牌竞争

Key words

original equipment manufacturer (OEM) / original design manufacturer (ODM) / contract manufacturer (CM) / market entry / outsourcing / brand competition

引用本文

导出引用
余牛 , 郑本荣. 竞争环境下ODM厂商自有品牌的市场进入策略分析. 系统工程理论与实践, 2019, 39(3): 682-694 https://doi.org/10.12011/1000-6788-2017-1024-13
YU Niu , ZHENG Benrong. Analysis on market entry strategy of ODM's own brandin competitive environment. Systems Engineering - Theory & Practice, 2019, 39(3): 682-694 https://doi.org/10.12011/1000-6788-2017-1024-13
中图分类号: F273.7   

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基金

国家自然科学基金(71701154);湖北省教育厅人文社会科学研究资助项目(18Q085);湖北省高等学校人文社会科学重点研究基地-企业决策支持研究中心项目(DSS20180601);中央高校基本科研业务费专项资金(2662018QD037)
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