中文摘要
与众多面临价值链低端化的欧亿·体育（中国）有限公司一样，主打出口市场的办公纸品制造企业正在面
临诸多困境，迫切的需要根据欧亿·体育（中国）有限公司和企业自身的特点选择合适的管理工具重塑竞争优
势并获得发展。本文首先引入价值链理论以及相关的全球价值链等理论工具，回顾了
国内外文献中针对全球背景下的制造业企业价值链重构的研究成果。在理论基础与研
究成果的支持下，本文从价值链分析的角度针对外向型办公纸品制造企业的价值链的
特征及其存在问题进行了阐述与分析，论证了其价值链重构的必要性；通过对常见价
值链重构路径的分析，提出了该类企业重构价值链路径的现实选择，即技术升级、企
业定位升级、战略联盟。在具体措施上选择生产自动化改造和工艺开发、提供整体解
决方案代替低级OEM生产等多种方式挤占价值链高位、建立与巩固以原料与外包生
产为基础的战略联盟。最后通过一家典型的外向型办公纸品制造企业X公司的案例，
进一步论证以上分析思路与解决方案的效果与意义，从而引出了本文结论，即外向型
办公纸品制造企业的价值链不能符合竞争优势和融入全球价值链布局的需要，需要重
构价值链，而通过对重构路径的现实选择以及全面系统的重构措施，可以有效的改进
其价值链，重塑竞争优势并获得持续与跨越式的发展。

关键词：价值链 价值链重构 竞争优势 路径 外向型制造业
作 者：冯云峰
指导老师：袁建新

Abstract
Export-oriented paper stationery manufacturers in China are meeting the difficulty
which also have been happening on the other exporters with low role in global value chain.
It is urgent and necessary to get better management tools to re-build their competitive
advantage based on its own feature and improve their development . This article try to
introduce the value chain theory and its related theory or tool like global value chain and
Smiling Curve , then review the research on value chain re-construction on manufacturers .
Based on these theory and research findings ,by the angel of value chain analysis , the
article expounds the feature and the existing problem of Export-oriented paper stationery
manufacturers in China and clarify its necessity to reconstruct the value chain . By the
analysis of the general paths of re-built value , practical paths for this kind of
manufacturers are chosen , such as process and technique upgrading ,orientation updating
and strategic alliance .The actual methods that the enterprise can choose include :
automation and technique updating in production and products , total solution instead of
OEM only for updating the company's orientation and the alliance based on the paper
materials and outsourcing production. Then the article introduces X company as one
typical export-oriented paper stationery manufacturer and the value chain reconstruction on
this example helps to reinforce the above research . And conclusion is that this kind of
company's value chain reconstruction is necessary because it cannot meet the requirement
of keeping Competitive advantage , as well as the role of global value chain . By the
practical path and overall systematic methods can help this kind of enterprise to re-built its
value china to get unique and sustaining competitive advantage ,then achieve a
great-leap-forward development
Keyword
：
.Value chain, Value chain reconstruction , Competitive advantage , path ,
Export-oriented manufacture
Written by
：
Feng Yun Feng
Supervised by
：
Yuan Jian Xin