Research On Brand Strategy Of TK Company's Transformation To OBM

The OEM/ODM business model has contributed greatly to China's becoming a world manufacturing base and has played a decisive role in China becoming a world factory.However,since 2010,domestic OEM/ODM foundry companies have encountered new challenges.The United States has shifted from openness to protectionism in its economic strategy.The cost of production factors such as labor,energy,raw materials,land and environment in China has increased year by year.Many factors have made the development of existing OEM/ODM foundry companies in China face severe challenges.TK is a typical OEM/ODM foundry company.Due to environmental impact,the company is currently experiencing development difficulties.The most important thing is that the company's profitability has continued to decline,and the development of the company is unsustainable.The purpose and significance of this paper is to find a way to solve the current OBM model upgrade for TK,to break the current difficulties faced by enterprises,and to point out new development paths for enterprises.First of all,the author studies the related development theories and research results of OEM-ODM-OBM enterprise upgrade development path and corresponding OBM brand strategy through literature research methods.On this basis,the TK company adopted the PEST analysis model,the Porter Five Force analysis model for analysis,and systematically studied the internal and external environment in which TK Company is currently located.Then,we conducted certain interviews with related groups such as customers,suppliers,competitors,etc.After analyzing and summarizing through SWOT,STP and other analysis tools,the author proposed to TK that the target market for upgrading OBM strategy should be placed in Croatia overseas.The target market,in view of the opportunity of the One Belt and One Road policy implemented in China,adopts the model of OBM upgrade development that combines brand strategy and independent brand strategy.Finally,the brand strategy proposed in this paper is summarized,and some future developments may be faced.Also the author list the limitations of this paper.It is hoped that by analyzing the OBM brand strategy designed for TK,it can provide some enlightenment to other OEM/ODM companies to upgrade to the OBM model.