基於服務主導邏輯的ODM廠商和品牌共創價值問題研究

Abstract

ODM模式，在中國乃至全球製造業中都比較普遍，ODM可以理解是國際大分工環境下，生產與銷售分開的大潮流。但是相對而言，ODM廠商雖然轉移了一部分對銷售環節的關注，而強調訂單生產的重要性，但品牌價值共用需求卻始終未能得到相應滿足。本文在這樣的大背景之下基於服務主導邏輯理論對生物科技領域ODM廠商—大江生醫展開分析與研究，探索其ODM服務策略並提出建議。 本文的研究有助於代工業內企業、相關投資公司及政府機構能夠對行業發展趨勢形成全面瞭解，在掌握代工產業競爭體系條件下，有效規避多樣性風險，同時能夠為投資戰略決策制定提供有效參考依據。 本課題首先闡述了當前代工業的發展現狀和前景趨勢，並指出服務主導邏輯下ODM價值共創的模式轉變和必要性。接著從概念、國內外研究現狀、涉及的相關理論等方面搭建了服務主導邏輯下品牌價值共創的理論框架。最後以生物科技領域案例企業為代表，進行全面的策略分析，進而找出適合企業的創新路徑。

By using differentmethodology of enterprise evaluation, this article analyzes and evaluates the Shanghai General Motors Wuling Automobile Limited (SGMW). The data of the SGMW is sourced from the holding company the author is working for right now, and with the reasonable assumption of the SGMW business growth. The article is composed of three major parts. ODM mode, in China and even in the global manufacturing industry are more common, ODM can be understood to be the international division of Labor Environment, production and sales separate the big trend. But in contrast, ODM manufacturers, although exempt from the sales of many aspects of attention, can focus on the production under orders, but can not share the value of the brand. Under such a background, based on the theory of service-oriented logic, this paper analyzes and studies the ODM -TCI Group in the field of biotechnology, explores its ODM service strategy and puts forward some suggestions. The research of this paper is helpful for the industry enterprises, relevant investment companies and government departments to accurately grasp the development trend of foundry industry, to understand the competition pattern of foundry industry, to evade the risk of operation and investment, to make correct competition and investment strategic decision, which has certain reference value. This topic first elaborated the current generation industry development present situation and the foreground trend, and pointed out the service leading logic under the ODM value altogether creates the pattern transformation and the necessity. Then from the concept, domestic and foreign research status quo, related theories and other aspects of the service-led logic under the brand value to create a common theoretical framework. Finally, the case enterprises in the field of biological science and technology as the representative, carry out a comprehensive strategy analysis, and then find a suitable enterprise innovation path.