竞争环境下ODM厂商自有品牌的市场进入策略分析

在经济全球化背景下,越来越多的原始设备制造商(original equipment manufacturer, OEM)开始考虑创建自有品牌以实现向原始设计制造商(original design manufacturer, ODM)部分角色的转变.显然,ODM是否创建自有品牌进入市场会对相关企业及供应链产生重要影响.本文针对ODM与OEM构成的二级供应链系统,在不同博弈理论框架下分析了ODM自有品牌的市场进入策略及对OEM和供应链系统的影响.研究表明ODM的市场进入能有效缓解供应链的双重边际效应,但该效应会随着OEM渠道成本优势的扩大而减弱.而当OEM的渠道成本足够低时,ODM的市场进入可能对OEM也是有利的,此时ODM与OEM可实现"双赢".最后,将模型拓展至Nash讨价还价和Bertrand价格竞争情形,分析并验证了结论的鲁棒性.

Analysis on market entry strategy of ODM's own brandin competitive environment

In the context of economic globalization, more and more equipment manufacturers (OEM) begin to consider creating their own brand to achieve partly role of original design manufacturer (ODM). Obviously, there are significant impacts on related firms and supply chains if ODMs build up their own brands. We consider a two-echelon supply chain system which consists of an ODM and an OEM. Under different game theory framework, we analyze the ODM's optimal entry strategy and its consequences on channel system. Our results show that ODM's market entry effectively alleviates the "double marginalization" of the distribution channel, and this positive effect decreases as OEM's channel cost advantage strengthens. And when the cost of OEM channel is sufficiently low, ODM's market entry may also be beneficial to the OEM, then ODM and OEM can achieve a "win-win" situation. Finally, we verify the robustness of our model by considering the cases of Nash bargaining and Bertrand price competition model.