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做贴牌还是做自主品牌是我国企业特别是外向型企业所必须作出的战略决策。不同的选择形成不同的企业经营和发展模式。不能绝对地说做贴牌不好,做自主品牌比贴牌好,本文认为适合自己企业的选择才是好的选择。不论是做贴牌还是做品牌都有成功的也有失败的。本文从资源和能力的视角分析了两种不同的经营模式所需要的资源和能力,为做贴牌和品牌的企业提供了思考和建议,最后提出了从贴牌向自主品牌转型应做的资源和能力保障。
Do OEM or independent brand is our country enterprises, especially export-oriented enterprises must make strategic decisions. Different options form a different business model and development. Can not absolutely do OEM is not good, do OEM brand better than OEM, this article is suitable for their own business choice is a good choice. Whether it is to do OEM or brand has both success and failure. This paper analyzes the resources and capabilities required by two different business models from the perspective of resources and capabilities, provides some ideas and suggestions for the enterprises that make OEMs and brands, and finally puts forward the resources that should be made from the transformation from OEMs to self-owned brands And ability to protect.