管理评论

›› 2018, Vol. 30 ›› Issue (6): 55-69.

• 技术与创新管理 • 上一篇    下一篇

外部研发、一体化生产和自主品牌的动态市场绩效——来自中国乘用车行业的证据

谭诗羽1, 白让让2   

  1. 1. 江西财经大学产业经济研究院, 南昌 330013;
    2. 复旦大学管理学院, 上海 200433
  • 收稿日期:2016-03-24 出版日期:2018-06-28 发布日期:2018-06-25
  • 作者简介:谭诗羽,江西财经大学产业经济研究院讲师,博士;白让让,复旦大学管理学院副教授,硕士生导师,博士。
  • 基金资助:

    国家自然科学基金项目（71372114）；教育部人文社会科学研究一般项目（12YJA630003）。

External R&D, Integrated Production and Indigenous Brands' Dynamic Market Performance:Evidence from Chinese Passenger-vehicle Industry

Tan Shiyu1, Bai Rangrang2   

  1. 1. Institute of Industrial Economics, Jiangxi University of Finance and Economics, Nanchang 330013;
    2. School of Management, Fudan University, Shanghai 200433
  • Received:2016-03-24 Online:2018-06-28 Published:2018-06-25

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摘要：

本文以1986-2013年间中国乘用车市场179款自主品牌乘用车产品为样本，实证分析了研发和生产模式对产品动态市场绩效的影响。结果显示：（1）技术引进会降低自主品牌产品的短期绩效，不过这一不利影响能被企业的内部研发投入抵消；相反，技术外包能提升产品的短期绩效。两种外部研发模式对产品绩效的影响均不可持续；（2）一体化关键零部件生产能提升自主品牌产品的短期和长期绩效，但企业规模会在其中起负调节作用；（3）研发和生产模式对产品绩效的影响在不同所有制企业中存在差异，民营企业的产品绩效更容易受研发和生产纵向组织形式影响；（4）产品的市场绩效还受市场结构的影响，随着自主品牌产品日益同质化，产品间市场份额的蚕食效应愈发明显；（5）现阶段，受企业规模以及与供应商协调能力的限制，外来引进平台并不适合自主品牌企业，也不利于产品绩效的提升。上述结果说明，自主品牌要想获得持续的市场成功离不开对内外部资源的有效利用，以及对纵向组织结构或价值链的优化整合。

关键词: 外部研发, 一体化生产, 市场绩效, 乘用车行业, 自主品牌

Abstract:

Drawing upon the example of 179 products introduced by indigenous brand in Chinese passenger-vehicle industry from 1986 to 2013, this study empirically analyzes impact of R&D and production mode on product's dynamic market performance. The result reveals that:(1) technology import will do harm to short-term performance of indigenous-brand product, however this negative impact can be offset by firm's inner R&D input; in contrast, R&D outsource can promote product's short-term performance. Influence of these two external R&D modes can't last in the long period. (2) Vertical integration in production of key components can increase short-term and long-term performance of indigenous-brand product. But firm's size will play a negative moderating role during this process;(3) Impact of R&D and production mode on product's dynamic market performance differs between firms with different kinds of ownership. Product market performance of private firm is more likely to be affected by R&D and production mode. (4) Market performance of product is also affected by market structure:business stole effect is more and more obvious with growing homogeneity of indigenous-brand product; (5) As a result of limitation in firm size and coordinative ability with suppliers, externally imported platform is not suitable for current indigenous-brand firm and also brings no benefit to its product performance. These results demonstrate that indigenous brand can't achieve consistent market success without effective use of inner and external resource, and optimal integration on vertical organization form or value chain.

Key words: external R&D, integrated production, market performance, passenger-vehicle industry, indigenous brand