基于品牌价值的虚拟供应链整合管理

摘要

In aspect of virtual supply chain management system,this paper proposed a concept for the businesses on exploiting brand name value advantage in supply chain integration.Through efficient cooperation based on core business＇s brand value innovation,the resources along the whole supply chain can be driven in integration and value adding of the brand.The key success factors of such innovation lies in the definition of brand developing strategy and the level of cooperation and integration of the businesses.A well defined brand strategy should direct to a brand value in conformance with both customer value and the allies in the supply chain and cooperation level among businesses need to be improved to integrate the whole supply chain in order to fulfill the allies＇ objectives,achieve higher commercial value for each business and more competitive position as a whole.%从虚拟供应链体系的角度提出在企业供应链管理整合过程中应该充分发挥利用品牌价值优势,通过供应链体系中核心企业品牌价值创新的有效合作,用品牌价值驱动管理整个供应链资源,进而带动整条供应链的品牌价值整合并增值。只有通过有效整合供应链体系中的各个环节,并在供应链体系中合理的运用品牌战略,才会使供应链的品牌价值和客户价值达到有效地融合并最大限度地发挥其商业价值。从品牌价值管理的战略角度协同整条供应链,提高供应链中的各个成员的协同能力,使供应链的整体绩效达到最优,从而实现企业之间战略联盟的需要,并最终使参与企业的品牌具有更高的商业价值和整体竞争力。