SHENSTORE Differentiation Strategy Research

OEM is the best choice of the primary stage of our country small and medium-sized foreign trade enterprise brand internationalization.OEM in small and medium-sized enterprise of China own the characteristics of its scale,talent,technology,capital,etc.Small and medium-sized foreign trade enterprises through OEM can use the advantage of lowering the cost to participate in the international market segment.Enterprises want to improve its level of technology and management in the reasonable allocation of resources,OEM can help them.Small and medium-sized foreign trade enterprises roosted their relatively lack of capital and talent,using OEM can help them master advanced technology and management experience,to get more market information and a better understanding of the market,and finally promote enterprises themselves and their technical level and management level.This can effectively reduce the related risk of the enterprises,especially in the risk of technology and market.Chinese companies want to "go out",OEM production is an important strategic way to enter in the international market and with an important means of international brand route.OEM brings to the small and medium-sized foreign trade enterprises not only opportunities but also challenges;Because it is difficult to obtain others' core technology,OEM with unfair profit distribution and its lack of innovation is Difficult to set up independent brand enterprises;It completely depends on OEM will appear "sandwich effect";OEM production is an extensive mode of economic growth,and the Chinese economy cannot rely on OEM alone.Become the new international division of labor in today's global value chain model under the new situation,the competition between enterprises by non-price competition and price competition evolved into so differentiation strategy has become a small and medium sized foundry enterprises to survive and grow in our country important depend on the path,is small and medium-sized enterprises in the reconstruction of a new round of international industrial structure to realize upgrading transformation,the key to victory in the global market competition.In this paper,from the perspective of global value chain,OEM carries out differentiation strategy transformation and upgrading and ODM self-created brand.Starting from the actual situation of SHENSTORE enterprises,multiple research methods are combined.These research methods include literature review,individual case analysis and inductive research.Firstly,it discusses the independent brand construction of small and medium-sized manufacturing enterprises which is chosen as the main content of their main differentiation strategy from the perspective of related concepts,internal and external influencing factors and main approaches,thus laying a theoretical foundation for the following research.Secondly,through the analysis of management cases,in-depth investigation and analysis of differentiation strategy implementation strategy and path;Thirdly,it puts forward detailed Suggestions on the implementation of SHENSTORE differentiation strategy from two aspects of internal management and external marketing.Finally,the implementation guarantee is proposed to ensure the smooth progress of differentiation strategy.