The Dynamic OEM Strategy Research Of The Enterprise International Operation

With the situation of the economy integration and the market globalization becoming deeper and deeper, the "Going Out" strategy has become an inevitable choice for many enterprises whether in domestic or in foreign countries. In this process, the OEM operation method is being adopted by more and more Chinese enterprises. But, the shortcomings that OEM brings are manifest along with the OEM is gradually developing. One of the problems is how the enterprise settles down the developing direction of the OEM. At present, both the industrial domain and the academic circle have provided many rational suggestions for the OEM's developing direction, which mainly is embodied in the variation of enterprise's development orientation, this variation ranges from the preliminary process to the R&D and finally to the brand operation. Theoretically speaking, this kind of mentality is very beneficial for the enterprise, but it does not give the concrete answer that how to instruct the development of the enterprise. Even if some viewpoints, like ODM, OBM, have certain significance to the developing direction of the enterprise, but, regarding to the enterprise, some enterprises could use OEM, some need better their has-existed OEM system, and others should upgrade their has-antiquated OEM system, all of the above-mentioned situations have not quite clear references.In view of this kind of situation, this paper takes the developing process and direction of the OEM as the research direction. I puts forward the dynamic strategy of the OEM operation by analyzing the developing positions of the OEM in Taiwan and Japanese and then find the commonness such as the industry shift has become the background of the OEM development and the fluctuation of the exchange rate has the direct influence on the international operation of the OEM enterprise and also considering the huge productivity and the comparative advantage of the labor force in the domestic enterprise, the environment of our enterprises facing the shift of industry and the pressure of RMB appreciation, at the same time, thinking the influence ofthe internal and external environment factors upon OEM. I introduce the viewpoint of the life cycle into the developing process of the OEM. I classified the enterprise's OEM development stage by analyzing the change of the three factors: the producing region, the productivity and the cost control, and uniting the real example of the OEM operation of the Gland Shi Group in domestic. In this way, the enterprise can judge its stage according to the OEM life cycle characteristics, and confirm the developing direction of the next stage and take the effective action.