Researsh On The Way Of Original Equiment Manufactuer In China Build Its Own Brand

OEM had helped many poor countries and regions to make their economic development, it is also helped many OEM gain profit. In the global ecnomy integration process, most of OEM has gradually disappeared of the advantage of low labor cost and resource,they are facing great challenge. Lots of OEM was in the low section of global value chain and be controled by multinational enterprises,low technology,low manegement and small profits are the greatly hindered to enterprise make development.A finanical crises, even some have strong ablity enterprises could not aviod the fate of the callspe in some industries. So we need to have deeply understanding of OEM, and find a better way to solve the problems.On the one hand,this paper affirms the positivfe effects the OEM brout out,on the other hand,it point out upgrade technology and brand building is the good development of foundry enterprises. As "smiling curve path" described the curve ends, the profit is higher, which accords with the brand upgrades the long-term development of the enterprise.The paper focus on the OEM brands its own brand,it is analysis the growth stage of OEM builds it own brands, the characteristic of the brand upgrades, motivation of existing brand upgrades base on collects the domestic and foreign research theory and the analysis of the case. The paper put forward the dynamic path of OEM enterprises build its own brand and analyzes the characteristics of each way. We hope to find the best way to OEM which want to build its own brand, finally it give some advices for government which is a important role in OEM build its own brand.