A Study On Supply Chain Management Under The Brand-Driven Strategy

Along with the development of science and technology, and the acceleration of globalization, the competition among enterprises is becoming fiercer and fiercer. In such circumstances, enterprises begin to review their own management philosophy in order to find new approach of management in accordance with the information time. Correspondingly, a new mode of management, supply chain management (SCM), arises. It enjoys great priority in seeking reform and enhancing kernel competitive advantage for the enterprises. Having sufficiently absorbed the results of the present study of SCM, this paper makes an analysis on SCM under the brand-driven strategy with the present methodology. SCM under brand-driven strategy can apply for the enterprise groups that adopt the brand-driven strategy to combine the value chain and supply chain. Among the enterprise groups the core enterprise out sources the specific process of supply chain like production and distribution but controls the brand, so it can gain great power of leading the whole supply chain. It designs the whole supply chain and decides management standards of that. As a result, it realizes the control over the whole chain, establishes long-term strategic partnership with members of the supply chain, and grows with them in concert.This paper is divided into five chapters. Chapter One makes an introduction to the background of choosing the topic, and analyzes the present situation of study on SCM both in home and abroad. Chapter Two reviews the relevant theories on SCM and makes an analysis of it with the Value chain theory. Chapter Three and Four are the focal points. The former gives the mode of the supply chain under brand-driven strategy, expounds such strategy and gives an exposition of the structure and characteristics of the supply chain under the brand strategy; the latter elaborates the approach of such supply chain management. Chapter Five is the case study, taking Coca-Cole China Ltd., the typical adopter of brand-driven strategy, as an example to illustrate this kind of supply chain and the approach of managing it set forth by this paper. Finally, a summary and outlook are made towards the study of this paper, as well as the deficiency.