摘要
在中国经济发展的大潮中,中小企业扮演了强大生力军的角色,但品牌策略一直是中小企业发展亟待解决的问题。贴牌是目前一种中小企业普遍采用的品牌策略。本文就从利与弊两个方面较全面地分析了贴牌对中小企业发展的影响,揭示了企业对贴牌爱恨交加的深层缘由。最后在通过对格兰仕案例分析的基础上,提出了一种从贴牌到创立自主品牌的新思路。
With the tide of China＇s sustainable economic development , SME（small and medium- sized enterprises）have been acting as strong- energetic roles, but it is the brand strategy that must be solved as soon as possible in the development of SME. OEM（Original Equipment Manufacture）is a favored strategy that most of SME take as. From two facets of benefit and harm, the influence of OEM toward the development of SME is analyzed roundly in this article. It also unveils the intrinsic factors of a love - hate attitude toward OEM in view of SME. At last, the author puts forward a new notion from OEM to create self- owned brands through a study on the basis of success of Guangdong Galanz Enterprise Company.
出处
《西安邮电学院学报》
2007年第4期88-91,95,共5页
Journal of Xi'an Institute of Posts and Telecommunications
关键词
中小企业
贴牌
利与弊
自主品牌
small and medium- sized enterprises
OEM
benefit and harm
self- owned brand
