| 自主品牌与贴牌生产的战略选择研究——基于多视角的分析 |
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| 引用本文： | 杨德锋,楼润平.自主品牌与贴牌生产的战略选择研究——基于多视角的分析[J].科技管理研究,2011,31(2). |
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| 作者姓名： | 杨德锋 楼润平 |
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| 作者单位： | 1. 暨南大学管理学院,广东,广州,510632
2. 肇庆学院经济与管理学院,广东,肇庆,526061 |
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| 基金项目： | 教育部人文社会科学研究项目，广东高校优秀青年创新人才培育项目 |
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| 摘 要： | 我国已经成为一个生产大国,但是大多数企业在做贴牌生产,自主品牌的发展水平较低.对于两者的战略选择问题,无论是学术界还是企业界都存在一定的争论,为此从三个不同的视角进行了探讨.从企业战略管理角度,自主品牌与贴牌生产的选择问题,是自主经营与依附经营的选择问题.从品牌的社会文化效应来看,选择自主品牌是向外传播中华文化的途径.从国家战略层面,选择自主品牌是企业在全球建立核心竞争力,国家获得更多影响力的必然途径.
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| 关 键 词： | 自主品牌 贴牌 依附经营 品牌文化 全球性品牌 |
Research about Strategic Choice between Self-determination Brand and Original Equipment Manufacturer from Different Views |
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| YANG Defeng,LOU Runping.Research about Strategic Choice between Self-determination Brand and Original Equipment Manufacturer from Different Views[J].Science and Technology Management Research,2011,31(2). |
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| Authors: | YANG Defeng LOU Runping |
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| Institution: | YANG Defeng1,LOU Runping2(1.School of Management,Jinan University,Guangzhou 510632,China,2.School of Economic and Management,Zhaoqing University,Zhaoqing 526061,China) |
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| Abstract: | Our country has become a large manufacturing-county,but most of our enterprises are doing original equipment manufacturer(OEM),the level of the self-determination brand is not high.For the choice from the two,there is disagreement them in academic or managerial area.The paper examines this strategic problem from three different views.From the point of company strategy,the choice of self-determination brand and the OEM is the route of operating independently and operating dependently.From the point of the br... |
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| Keywords: | self-determination brand OEM operating dependently brand culture global brand |
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