A Study On The Relationship Between Quality Management And Business Performance Of Brands Under OEM Mode

With the rapid development of economy and science and technology,the competition among modern manufacturing enterprises is more and more fierce.Enterprises are facing the pressure of shortening the delivery time,improving product quality,reducing costs and improving service.As one of the effective ways to rationalize resources,OEM mode is adopted by more and more enterprises.The biggest characteristic of OEM is that enterprises outsource the production of products and retain the core competitiveness of enterprises in R& D,sales and other aspects.Because brand manufacturers outsource their products for processing and directly manage the product quality on behalf of factories,OEM brand manufacturers have to bear higher quality risk than traditional production mode enterprises,and the "recall" events caused by the endless OEM OEM OEM unqualified problems have brought huge losses to brand manufacturers.It is urgent to improve the quality management level of the brand under the OEM mode.Total quality management(TQM)is an effective quality management practice recognized by most enterprises in the world.However,scholars' researches on TQM mainly focus on the enterprises under the traditional mode of self-produced and self-selling,and rarely mention how to implement quality management for brand enterprises under the OEM mode.If we can combine TQM practice with the characteristics of OEM model,we can put forward the quality management practice in line with OEM model,so as to improve the quality management practice level of brand makers,which will bring long-term benefits to brand makers.Based on the domestic and foreign literature and the existing theories,this paper puts forward the research hypothesis of the relationship between quality management and business performance of brand companies,and establishes a theoretical model.Then,using the empirical research method,through a large number of OEM model of brand companies to conduct a questionnaire survey,collect sample data,establish a structural model of the relationship between quality management practice and business performance,and take leadership,personnel management,product design,process management,information analysis and improvement,customer driven as the influencing factors of internal qualitymanagement practice.In this paper,the agent factory,collaborative cooperation and management agent factory are selected as the influencing factors of external quality management practice,and the enterprise quality performance,organizational performance and financial performance are taken as the evaluation indicators of business performance.Through the empirical analysis of 184 valid questionnaire data,amos21.0 and SPSS17.0 were used to test all the research hypotheses,most of which were verified and a few were rejected.The main conclusions are as follows: First,there is a significant positive correlation between the internal management practice and the external quality management practice of brand companies,which influence and promote each other.Second,both internal and external quality management practices of brand companies help to improve quality performance and organizational performance.Third,quality performance and organizational performance have a direct positive impact on financial performance.Fourth,internal and external quality management practice will not produce direct financial benefits,but it can improve the quality performance and organizational performance,improve service level and brand influence,constantly expand market share,and indirectly improve financial benefits.