美特斯邦威轻资产运营模式的研究

Research on Asset-Light Strategy of Metersbonwe

摘要: 一直以来，我国企业在资金、技术与品牌等轻资产运营方面均与国际大公司存在明显的差距，本文以美特斯邦威采用轻资产运营模式为例，探讨其如何集中资源于产品设计、研发、销售、服务与品牌推广等利润较高的产业链阶段，并建立其市场竞争优势，以期对中国企业运用轻资产运营模式有一定的借鉴意义。

Abstract: There are obvious gaps in asset-light operation such as operational funds, technology and brand between China’s enterprises and some international companies. This paper explores how Me-tersbonwe focuses resources on product design, higher profit chain stage R & D, sales, service and brand promotion, etc., and how Metersbonwe builds their competitive advantage. The example of Metersbonwe may have reference significance on Chinese enterprises.