考虑创新投入的OEM/ODM供应链结构选择研究

针对由原材料供应商、OEM品牌商和制造商组成的供应链系统,本文构建了委托(Agent)、控制(Consignment)和设计代工(ODM)三种代工结构,分析了OEM品牌商和制造商的最优代工策略。本文重点讨论企业创新投入的影响,且制造商不仅在上游与OEM品牌商合作,还在下游与OEM品牌商在市场上竞争。研究结果表明:针对不同的市场竞争程度和创新投入效率,OEM品牌商会策略性的调整代工模式,在控制和设计代工中进行选择;制造商同样也有其所倾向的代工模式,但只有在较极端的情况下,才会倾向于选择设计代工模式,这反映出制造商缺乏动力进行产品设计创新。并且,当创新投入效率适中时,双方会出现决策一致的情况,但随着市场竞争程度的增加,这个区间会逐渐减少。

Supply Chain Structure Selection Strategy of OEM/ODM Considering Innovation Investment

In a supply chain system composed of raw material suppliers, OEM brands, and manufacturers, this paper constructs three foundry structures, Agent, Consignment, and ODM, and analyzes OEM brands and manufacturer's optimal foundry strategy. This paper focuses on the impact of corporate innovation investment, and manufacturers not only cooperate with OEM brands in the upstream, but also compete with OEM brands in the downstream market. The research results show that: in view of different market competition levels and innovation investment efficiency, the OEM brands will strategically adjust the foundry structure and chooses among Consignment, and ODM. Manufacturers also have their preferred foundry structure, but only in extreme cases, they tend to choose the ODM, which reflects the manufacturer's lack of motivation for product design innovation. In addition, when the innovation investment efficiency is moderate, they will make consistent decisions, but with the increase of market competition, this range will gradually decrease.