摘要
本文考虑OEM不同外包战略下,当CM意欲通过发展自有品牌实现战略转型时,OEM的技术许可决策以及OEM的许可决策对备用型CM决策行为的影响,得出主要结论:OEM的品牌优势较小且许可费率适中时,技术许可才会发生;备用CM的产能不确定性水平对OEM的技术许可意愿具有重要影响;备用CM通过提高生产技术降低将产能不确定性水平降至某一水平时,会激化上游竞争,降低两CM的利润,因此其不会无限制降低产能不确定性水平;双源外包情形下,竞争型CM(CM1)可通过产能设限缓和上游竞争,同时降低市场端与OEM的竞争程度;备用型CM提高产能水平的行为可使上游CM均受益但是降低了OEM的利润;即使上游CM具有产能不确定性的问题,对OEM而言,双源外包策略优于单源外包策略。据此建议:涉及技术专利的产品外包供应链中,面对CM侵权风险,OEM可通过有效的技术许可和有效的采购战略弱化由此带来的技术流失,并考虑备用供应商对技术许可决策的影响,利用双源外包增强自身在竞合供应链中的竞争地位。
OEMs(Original Equipment Manufacturers)are integrating and optimizing internal and external resources to nurture core competitiveness by outsourcing production to Contract Manufacturers.At the same time,more and more CMs(Contract Manufacturers)consider creating their own brand and entering the product market to achieve strategic transformation.From contract manufacturing to owning own brands is the only way for CMs to realize transformation and upgrading.If the product production process involves technology patents,and the patent holder is the OEM(Original Equipment Manufacturer),the premise of CM to create its own brand is to obtain the OEM′s technology license.In the context where technology licensor and licensee are firms in the upstream and downstream of the supply chain,the OEM′s technology licensing decision needs to balance more factors.When OEMs choose dual sourcing,the existence of alternative contract manufacturer(CM2)also has an important impact on the OEM′s outsourcing strategy and technology licensing strategy.This paper considers OEM′s different outsourcing and technology licensing strategies,and discusses the strategic interaction among firms under four types of co-opetitive scenarios:single sourcing with and without CM′s creating its own brand,and dual sourcing with and without CM′s creating its own brand.Based on these different co-opetitive supply chain structures,four game models consisting of an original equipment manufacturer with technology patents,a contract manufacturer that tends to develop its own brand,and an alternative contract manufacturer whose production technology is immature is established.By comparing profits of firms under different situations,this paper study the equilibrium strategy of these firms under two outsourcing strategies of single sourcing and dual sourcing,and analyze the impact of factors such as license rate,original equipment manufacturer′s brand advantage,alternative contract manufacturer′s capacity uncertainty and contract manufacturer′s capaci
作者
陈婷
侯文华
CHEN Ting;HOU Wenhua(Business School,Nankai University,Tianjin 300071,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2021年第3期105-118,共14页
Journal of Industrial Engineering and Engineering Management
基金
国家社会科学基金资助项目(18BGL045、15BGL074)
国家社会科学基金青年项目(17CTQ046)。
关键词
外包
技术许可
竞合供应链
双源采购
Outsourcing
Technology licensing
Co-opetitive supply chain
Dual sourcing
