上海管理科学2026，Vol.48Issue(1)：63-72,10.
代工企业自主品牌转型升级研究评述与展望
Research Review and Prospects on the Transformation and Upgrading of OEM Enterprises'Independent Brands
摘要
Abstract
To better promote the theoretical research progress and practical transformation achieve-ments of OEM enterprises'brand transformation and upgrading,this paper systematically reviews the relevant research on the brand transformation and upgrading of OEM enterprises.Firstly,it summa-rizes the theoretical basis of brand transformation and upgrading of OEM enterprises from three per-spectives:value chain,value co-creation and dynamic capabilities.Secondly,it analyzes the bottle-necks of transformation and upgrading and summarizes the measurement methods of transformation ef-fects.Finally,this paper summarizes the key internal and external factors influencing the transforma-tion and upgrading of OEM enterprises,sorts out the linear and non-linear transformation and up-grading paths,and summarizes the strategies for brand transformation and upgrading of OEM enter-prises from the perspectives of R&D and non-R&D innovation.The systematic research framework not only provides theoretical references for the academic community,but also offers practical inspira-tions for OEM enterprises to break through the low-end lock,and achieve transformation and upgrad-ing development.关键词
代工企业/转型升级/价值链攀升/自主品牌Key words
OEM enterprises/transformation and upgrading/value chain climbing/independent brand分类
管理科学引用本文复制引用
谢佩洪,余嘉欣,汪雨贤..代工企业自主品牌转型升级研究评述与展望[J].上海管理科学,2026,48(1):63-72,10.基金项目
国家社会科学基金一般项目(17BGL024)和上海市东方英才计划项目"基于最优区分理论视角的中国建设世界一流企业的发展路径与对策研究" （17BGL024）
