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我国中小企业由于缺乏自主品牌,多以加工制造嵌入全球价值链的低端,虽能维系生存,却面临着边缘化困境。本文借助资源成长论和战略匹配论,认为受环境与资源的双重约束,中小企业虽不能在短期内直接创建自主品牌,却可以根据企业创牌能力实情,选择贴牌加工、品牌租赁、品牌共享、品牌比附、品牌联盟等策略,以提升企业的创牌能力。在此基础上,运用TOPSIS模型,以外部环境、内部资源以及品牌成长阶段为维度,构建了环境与资源双约束下中小企业创建自主品牌的策略选择模型,并以蒙牛为个案进行了分析。
Due to the lack of self-owned brands, SMEs in our country mostly process and manufacture the low end embedded in the global value chain. Although they can survive, they face the marginalization dilemma. Based on the theory of resource growth and strategy matching, this paper argues that although SMEs can not directly create their own brands in a short period of time due to the dual constraints of environment and resources, they can choose to OEM, brand lease and brand share , Brand than attached, brand alliance and other strategies to enhance the company’s brand-building capacity. On this basis, using TOPSIS model, taking the external environment, internal resources and brand growth stage as the dimension, this paper builds a strategy selection model for SMEs to establish their own brands under the dual constraints of environment and resources, and analyzes the case of Mengniu.