本文關(guān)鍵詞： 代工企業(yè) 自主品牌 實(shí)現(xiàn)路徑 優(yōu)化建議 實(shí)施保障　出處：《湘潭大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：代工作為一種有效率的生產(chǎn)方式，不僅成為中國(guó)進(jìn)入國(guó)際價(jià)值鏈體系的一個(gè)重要途徑，使中國(guó)成為最主要的世界代工生產(chǎn)中心，同時(shí)也培育了大批具有鮮明特色的代工企業(yè)，使這些企業(yè)在實(shí)現(xiàn)資本積累、管理提升和技術(shù)成長(zhǎng)上都奠定了良好基礎(chǔ)。然而，隨著時(shí)間的推移，傳統(tǒng)代工生產(chǎn)模式的內(nèi)在弊端逐漸凸顯，面臨全球范圍的經(jīng)濟(jì)下行、外部需求衰退、生產(chǎn)成本持續(xù)上升和國(guó)際貿(mào)易摩擦頻發(fā)等一系列問(wèn)題，眾多中國(guó)本土中小型代工企業(yè)已不能維持其基本生存要求。國(guó)際金融危機(jī)后，代工企業(yè)的各種危機(jī)日漸突出，甚至使代工企業(yè)陷入了巨大的發(fā)展困境中。當(dāng)前，社會(huì)各界對(duì)中國(guó)代工企業(yè)的發(fā)展前景憂慮頗多，代工企業(yè)如何實(shí)現(xiàn)逆勢(shì)轉(zhuǎn)型受到廣泛關(guān)注。而對(duì)于傳統(tǒng)的代工企業(yè)自身而言，自主建設(shè)的品牌已成為一種新型戰(zhàn)略資源，一批中國(guó)早期的代工企業(yè)已經(jīng)意識(shí)到自主品牌建設(shè)的重要性，將自主品牌建設(shè)提升到了戰(zhàn)略地位并因此成功地走向了國(guó)際市場(chǎng)，也有越來(lái)越多的代工企業(yè)正朝著這個(gè)方向不斷發(fā)展努力，但在品牌營(yíng)銷、品牌維護(hù)及品牌影響力等方面仍與國(guó)際知名品牌存在顯著差距。因此，自主品牌建設(shè)戰(zhàn)略對(duì)代工企業(yè)的持續(xù)健康發(fā)展具有重要意義。自主品牌建設(shè)是一項(xiàng)系統(tǒng)且復(fù)雜的整體工程，這就要求代工企業(yè)結(jié)合相關(guān)的理論知識(shí)，結(jié)合企業(yè)實(shí)際發(fā)展情況，謹(jǐn)慎選擇最優(yōu)建設(shè)方式，有計(jì)劃、有步驟、有落實(shí)地予以實(shí)施，從而激活代工企業(yè)發(fā)展活力與生命力。 文章從全球價(jià)值鏈、代工企業(yè)轉(zhuǎn)型升級(jí)及代工企業(yè)自創(chuàng)品牌基礎(chǔ)理論的回顧歸納出發(fā)，采用文獻(xiàn)研究法、個(gè)案研究法和探索研究法等多角度相結(jié)合的研究方法，對(duì)艾美特自主品牌建設(shè)進(jìn)行研究。首先，，從代工企業(yè)自主品牌建設(shè)的相關(guān)概念、主要路徑及內(nèi)外部影響因素三個(gè)方面展開(kāi)論述，為后續(xù)研究奠定理論基礎(chǔ)；其次，依據(jù)管理學(xué)案例分析基本范式，對(duì)艾美特的代工企業(yè)自主品牌建設(shè)策略進(jìn)行深入調(diào)查，分析其建設(shè)路徑并從成功之處與存在問(wèn)題兩方面進(jìn)行評(píng)價(jià)；再次，闡明艾美特自主品牌建設(shè)優(yōu)化目的與思路，從內(nèi)部管理及外部營(yíng)銷兩個(gè)大的視角分別對(duì)其提出優(yōu)化建議；最后，提出代工企業(yè)自主品牌建設(shè)的實(shí)施保障。
[Abstract]:As an efficient mode of production, contract manufacturing has not only become an important way for China to enter the international value chain system, making China the most important world contract manufacturing center, but also cultivated a large number of contract manufacturing enterprises with distinctive characteristics. These enterprises have laid a good foundation for capital accumulation, management upgrading and technological growth. However, with the passage of time, the inherent drawbacks of the traditional contract manufacturing model have gradually become apparent and face the global economic downturn. With a series of problems such as declining external demand, rising production costs and frequent international trade frictions, many local Chinese small and medium-sized contract manufacturing enterprises can no longer maintain their basic survival requirements. After the international financial crisis, The crises of contract manufacturing enterprises are becoming more and more prominent, and even make the contract enterprises fall into a huge development dilemma. At present, there are a lot of worries about the development prospects of Chinese contract manufacturing enterprises from all walks of life. How to realize the reverse trend transformation in contract manufacturing enterprises has received wide attention. For the traditional contract enterprises themselves, the self-built brand has become a new strategic resource. A number of early contract manufacturing enterprises in China have realized the importance of building their own brands and promoted their own brand construction to a strategic position and thus successfully moved to the international market. More and more contract enterprises are developing in this direction, but there is still a significant gap with international famous brands in brand marketing, brand maintenance and brand influence. The strategy of independent brand building is of great significance to the sustained and healthy development of contract enterprises. The independent brand construction is a systematic and complex whole project, which requires contract enterprises to combine relevant theoretical knowledge and the actual development of enterprises. Choose the best construction mode carefully, plan, step by step, carry it out, so as to activate the development vitality and vitality of the contract industry enterprise. Based on the retrospect and induction of global value chain, transformation and upgrading of contract manufacturing enterprises and the basic theory of self-made brand in contract manufacturing enterprises, this paper adopts the methods of literature research, case study and exploration research, and so on. First of all, from the contract enterprise independent brand building related concepts, the main path and internal and external influence factors to lay a theoretical foundation for the follow-up study; second, According to the basic paradigm of management case analysis, this paper investigates Emmett's independent brand construction strategy, analyzes its construction path and evaluates its success and existing problems. This paper expounds the purpose and train of thought of Emmett's independent brand construction, and puts forward the optimization suggestions from the perspectives of internal management and external marketing. Finally, it puts forward the implementation guarantee of independent brand construction in contract enterprises.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F426.6

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