【作者】 杨青；

【导师】 胡峰；

【作者基本信息】 浙江工商大学 ， 企业管理， 2012， 硕士

【摘要】 代工模式在相当一段时间内仍是我国大部分代工企业的务实选择,以及赖以生存的主要方式。但是,随着全球经济增长速度的逐步减慢,国际竞争日益加剧,贴牌模式(即代工模式)的弊端也逐渐显现出来。越来越多的代工企业面临着转型升级的重要问题。因此,自主品牌决策成为代工企业的一个重要战略选择。代工生产和自主品牌是企业依附经营和自主经营的战略选择问题。对于企业而言,代工或自主品牌的选择受多方面因素影响的,除了受企业自身的资源和能力的影响,还需要考虑环境的复杂性和动态性带来的机会和威胁,企业家精神和适合的战略导向的引导与推动。而来源于企业家精神和企业创业的战略领域的企业家导向,在环境日益不确定的今天越来越受到学者的关注和重视。发展自主品牌是企业自主创新的重要方面,企业家导向对企业创新方式选择有重要影响,然而对环境的不确定性、创新方式选择进行整合研究的较少,而这也是本文研究的目的和方向。结合这一背景,通过文献的综述,从代工企业的角度,将不确定性环境、企业家导向、代工企业自主品牌战略决策的选择三者综合考虑,发现三者的关系趋势从而提出假设,进而问卷调查用实证分析来验证各个变量间的关系。具体而言,通过对相关文献的归纳和梳理,通过相关分析分析出企业家导向、不确定性环境与自主品牌决策存在着显著的相关关系；通过回归分析得出,企业家导向对自主品牌战略决策有着显著的正向相关关系,不确定性环境总体上对自主品牌决策具有负向的影响；通过回归分析证实不确定性环境对企业家导向与自主品牌战略决策间的关系具有调节作用。本文的实证研究,对于代工企业在不确定环境中更好地运用企业家导向做出战略选择,进而转型升级,提升竞争优势具有重要的参考价值。本文在实证研究的基础上,对代工企业的品牌战略选择提出了相应的对策和建议,代工企业应重视企业家自身的引导行为,在企业内部培养企业家导向,转变观念,审时度势,抓住机遇。文章最后总结了本研究的不足之处以及今后研究的展望。更多还原

【Abstract】 Subcontracting model is the main form of survival for Chinese foundries with cooperation of multinational companies, is still the practical choice.OEM tendency has also become an important strategic choice. However, with further global economic growth gradually slowed down, increasing international competition, the drawbacks of OEM is gradually revealed, subcontracting manufacturers must consider restructuring. Therefore, independent brand strategy decision is an important strategic choice.OEM and independent brand decision is choosing between dependent management and independent management. Strategic options is affected by many kinds of factors, not only internal resources and capabilities, but also the opportunities and threats brought the complexity and the dynamic nature of the environment, entrepreneurship and Strategic orientation. Entrepreneurial Orientation (EO)is the critical construct in the strategic management and entrepreneurship, which is increasingly paid more attention by the scholars. Development of own brands is an important aspect of independent innovation of enterprises. Entrepreneurial Orientation (EO) has an important impact on the selection of innovation-oriented mode.However, there is little integrate research on the Environment Uncertainty (EU), Entrepreneurial Orientation (EO) and independent brand decision, which is the purpose of and direction this research.In conjunction with this background, through literature review, from the perspective of the foundry business, the paper makes comprehensive consideration of the environment uncertainty, Entrepreneurial Orientation (EO) and independent brand decision of foundries, finding out the relationship among them to raise assumptions and use the statistics analysis to validate them.Specifically, through the Pearson correlation analysis, we find entrepreneurial orientation, environmental uncertainty and independent brand decision-making has significant correlation. And also, though regression analysis, we find entrepreneurial orientation is significantly and positively associated with independent brand decision-making; environmental uncertainty has negative impact on independent brand decision-making. Finally, though hierarchical regression analysis, we find the uncertainty of the environment play a regulatory role for the relationship between entrepreneurial Orientation and self-brand tendency.Finally, based on the investigation and analysis above, some suggestions are put forward to the independent brand decision-making of subcontracting manufactures, and summarizes the research gaps and future research prospects.更多还原