Research On The Sense Of Identity Of OEM Enterprise' Independent Brand Based On Customers' Cognitions

OEM(Original Equipment Manufacturer)is the main production mode of manufacturing enterprise since China reform and opening up.This kind of production mode leads to strong dependence of OEM enterprises to multinational corporations.OEM enterprises only get low productions' added value and profit,which competitiveness is weak.At present,more and more OEM enterprises are aware of the importance of establishing and developing independent brands,and gradually establish their own brands.However,in the practice of marketing,there is still a great gap between the independent brand and OEM brand.How to guide customers to choose their own brands,how to improve the recognition of the independent brand? Whether the consumer's brand value cognition will affect their recognition of the independent brand,which factors have a greater impact on the brand identity,which is the research direction of this paper.According to review the literature of enterprise transformation and upgrading,the theory of brand value cognition,brand attitude and brand identity theory,researching and establishing an independent brand enterprise identity concept model.With "Anta" and "Nike" brand as the research sample,using questionnaire survey to obtain first-hand information,and finishing data analysis by SPSS,exploring consumer brand identity differences for OEM enterprise independent brand and original brand,and providing related suggestion.