| Chinese product has occupied a pivotal position in the world, but the brand situation of "made in China" has been worrying. The gross economic quantity in China has made a great progress, but that is not to say, the economic quality had also made a great progress. In fact, the most of battery industries in China just gain the low profits and the main interests are acquired by the brand owner and dealer abroad.When the battery enterprises in China pay attention to brand construction, Haze battery Inc in this dissertation, as a famous lead-acid batteries supplier, is implementing a new brand strategy named "OEM to own brand" brand strategy. This dissertation is based on this case and provides us a comprehensive and systematic analysis on the strategic management of Haze battery Inc.The paper introduces the research background, research significance, research content and research method of the thesis. By amply discussing on the background and possibility about Haze battery Inc to establish brand, And then discusses the condition and necessary of OEM. Part Three and Part Four analyze Haze's external environment and competition within the industry and her internal situations by dint of PEST model, five-force model and Boston model. On the basis of the analysis of her strength and weakness by SWOT model, The paper especially points out Haze's opportunities and challenges at present phrase, and puts forward the Haze's brand strategy: from OEM to establish the Haze's own brand.This dissertation aims to build a model of establishing Haze's own brand through OEM which is fit to the Chinese enterprises, and summarize a series of measures by thinking the enterprise's actual needs. |
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