The Research On The Brand Valued Based Diversified Supply Chain Collaboration

The global information network and market have witnessed an accelerated formation,while more uncertainties are now being observed in the market change, the originalindependent development based mode has shown less and less momentum. As thenew-generation supply chain strategy, diversified supply chain collaboration has beenattracting the attention of more and more scholars and entrepreneurs now. Thecollaborative mechanism could help to realize the maximum overall performance of thesupply chain network as the guarantee for the construction of diversified supply chainnetwork. In the market oriented economy, as one of the most important economic styles,brand is to realize the brand value by leveraging the brand assets based on the exploitationof intangible value for the premium of tangible value. Brand value has now been valuedand considered by more and more enterprises as an important part of intangible assets.Currently, the competition model for stationary industry has evolved from theenterprise-based competition to the supply chain oriented competition and has also turnedthe competition emphasis to brand building and service including varied aspects such asservice, management etc from the originally simple price competition. The authorizationof the regional brand “Ningbo Stationary” has been strategically instructing themagnificent transformation of the “Stationary Town of China”. This paper will conduct asummary and review on the practical situation as well as the existing academic research onsupply chain collaboration and brand value of the stationary industry of Ningbo, relevanttheories on brand value will be combined with the diversified supply chain model so as toestablish a relational model between brand value and supply chain collaboration.This paper will mainly implement the systematic research from the following aspects:firstly, the brand value and diversified supply chain will be redefined based on existingtheories and research, the definitions for three subsidiary chains including products supplychain, technology supply chain and service supply chain will be provided; secondly, therelational model between the brand value and diversified SC collaboration will beestablished, the model will serve as the research approach and tool thus to illustrate the collaboratively operational mechanism of all subsidiary chains within the diversifiedsupply chain network. The gaming theory will be utilized to verify the performance ofbrand value in promoting the formation of diversified supply chain collaborativemechanism, thirdly, the leader company Beifa Group in the stationary industry will beresearched, the supply chain operation and service platform as well as the diversifiedsupply chain structure for domestic stationary of Beifa Group will be described from theperspective of practices, while the collaboration of diversified supply chain and thestrategies applied to improve the diversified supply chain collaboration based on brandvalue. Finally, based on relevant theories and practices, the experience in the promotion ofdiversified supply chain collaboration based on brand value for practical implementationwill be proposed.