Study On The Own Brand Creating Of Chinese OEM Enterprises

After reform and opening-up in China, the OEM mode gradually popular in China mainland, as an important way embedded in the international market OEM develops very fast in our country, more and more small and medium-sized manufacturing enterprises processing and manufacturing for foreign enterprises. OEM is a way of international division of labor cooperation, each country can foster strengths and circumvent weaknesses as to optimize the allocation of resources. On the one hand, the OEM make developed countries greatly reduce production cost, reduce resource consumption, in their protection of ecological environment and sustainable development needs; OEM, on the other hand, also promoted the economic and social development of developing countries. Along with the rising cost of labor and other resources, the inherent disadvantages of OEM pattern gradually exposed, that is the OEM enterprise in a low position in the value chain, with small profits and excessive external dependency. The advantage of low cost is gradually disappear in China, which is OEM rely on, many OEM companies are feeling the cost increase and have smaller and smaller profit margins, but large enterprises in the developed countries have been take huge profits because they have mastered the core technology,brand and product sales. How to break through the dilemma and create their own brand to occupy a strong competitive advantage for our OEM enterprises has gradually cause more and more attention of Chinese scholars.This paper analyzed the present situation of our OEM enterprises and their own brand create systematically, and discusses the plight of OEM enterprises create their own brand, points out that create their own brands is the inevitable choice for our OEM enterprises break through the dilemma and have a sustainable development. This paper have a detailed review on OEM enterprises create own brand at home and abroad and OEM,brand and related theory,and analyzes the main factors influencing create brand for OEM enterprises in our country. On this basis, this paper built an model of OEM enterprises create brand in our country. With the influence of internal and external factors of enterprises, the model building four specific create brand model for OEM enterprises. The first model is based on professional OEM and create a manufacturing brand; The second and three create their own brands modes are based on technical innovation and upgrade, which including"OEM-ODM-OBM" and "OEM-ODM/OEM-OBM/ODM/OEM" two modes; The fourth is to create own brands directly based on market expansion ability.In order to further analysis and evidence the model, uses cases study method, this paper select four case which is Guanda computer, Leishi Lighting, Sound King group and Anta Sports to study. Four companies have selected four modes to create their own brand which is builded in the model. Through analysis and summary of the four companies, this paper argues that the internal factors affect the mode the enterprises will choice mainly, the entrepreneurial spirit and external mainly factors affects Whether the enterprises create their own brand or not. At the same time, all factors will have an affection on the complexity and probability of success when enterprise creating their own brand.Based on the analysis of the trouble and influence factors of create own brand for our OEM enterprises, this paper finally targeted put forward the corresponding countermeasures and suggestions for reference, to makes every effort to give some inspiration and help to create own brand for our OEM enterprises.