创意经济背景下浙江外贸加工企业的自主品牌经营

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创意经济背景下浙江外贸加工企业的自主品牌经营
          ——基于浙江海利集团“网娃”模式的案例研究
 摘要：改革开放以来，浙江省制造业企业纷纷采纳OEM方式，为世界各大品牌委托方做OEM产品，并且取得了迅速的发展。但是这些制造业企业基本上都没有自己的品牌，仅仅通过承接品牌委托方的产品订单赚取微薄的加工费。这种技术和资本在外、生产在内的模式在竞争激烈的市场中受到了严重的冲击。相对于加工业的止步不前，新兴的创意经济展现了它的无限活力。创意经济作为新兴的最具活力和高附加值的产业模式，其价值已成为城市综合价值体系中重要的新增指标。全面认识创意经济的本质内涵，促进其又好又快地发展，用文化创意附加值提升传统制造业，对于三大产业及经济结构调整具有十分重要的意义。
 本文以浙江海利集团“网娃模式”为例，论证了我国制造业企业突破传统加工企业的技术薄弱和营销渠道单一的局限，企业如何在创意经济背景下，通过利用自身的优势以及结合创意经济所带来的技术创新和营销模式创新来选择适合自己自主品牌发展战略。最后得出结论，OEM企业利用创意经济带来的新机遇，结合自身的特点进行自主品牌经营是其转型的必由之路。
 关键词：创意经济；OEM；自主品牌；创新
 
INDEPENDENT BRAND MANAGEMENT OF ZHEJIANG OEMS AGAINST THE BACKGROUND OF THE CREATIVE ECONOMY
——THE CASE STUDY BASED ON “WEBKINZ” MODEL OF ZHWJIANG HAILI GROUP

 ABSTRACT: Since the reform and open policy, the Zhejiang Province manufacturing industry enterprise has accepted the OEM way in abundance, makes the OEM product for the world each big brand entrusting party, and has made the rapid progress. But these manufacturing industry enterprise basically does not have own brand, earns the meager processing charge merely through the contract brand entrusting party's product order form. This kind of technology and the capital outside, the production pattern have been under the serious impact in the competition intense market. Is opposite in processing industry halting, the emerging creativity economy has unfolded its infinite vigor. The creativity economy takes emerging most has the vigor and the high added value industrial pattern, its value has become in the urban synthesis value system the important additional target. The comprehensive understanding creativity economy's essential connotation, promotes it to be also good quickly develops, with the cultural creativity added value promotion tradition manufacturing industry, has the very vital significance regarding three big industries and the readjustment of the economic structure.
 This article take the Zhejiang Hayley group “Webkinz ” model as an example, proved Our country Manufacturing industry Enterprise to break through the tradition Processing industry's technology to be weak and the marketing channel sole limitation, how did the enterprise under the creativity economic background, through use the technological innovation which and the marketing pattern innovation own superiority as well as the union creativity economy brought chooses suits oneself independent brand developmental strategy. Finally draws the conclusion, the OEM enterprise the new opportunity which brings using the creativity economy, unifies own characteristic to carry on the independent brand management is its reforming way that must be taken.
Keywords: creative economy; OEM; Independent brand; innovation
  

目录
绪论 1
一、新时代格局下浙江经济的转型思考 1
（一）浙江代加工企业发展现状 1
（二）浙江代加工企业的出路：自主品牌经营 2
二、创意经济——“以人为本”的创新经济增长模式 3
(一)浙江经济的转型选择：创意经济。 4
（二）创意经济将刷新OEM企业的品牌发展格局。 4
1、创意经济特征 4
2、创意经济背景下，企业发展自主品牌的特征 5
三、海利集团“网娃”的案例分析 6
（一） 海利集团的背景 6
（二）网娃模式 7
（三）海利集团网娃 7
四、结论 9
（一）从宏观上来看 9
1、经营自有品牌须谨慎选择时机。 9
2、培育和扶植品牌的市场基础。 9
3、加强对自主品牌的保护。 10
（二）从微观上来说， 10
1、对品牌战略的长远规划。 10
2、对品牌策略的灵活运用。 11
3、注重消费者利益 11
（三）转型经营自有品牌的问题认识和解决。 11
1、吸收经验，扬长避短 11
2、对消费者心智的占有 12
3、政策支持 12
致 谢 14
参考文献 15

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