The Countermeasure Research And Theory Of OEM Enterprise Establish Self-owned Brand

Since the reform and opening up, Chinese enterprises through the comparative advantage constantly into global industrial chain, increased export capability, but 90% of Chinese export products is is belongs to foreign brands, OEM for other well-known brand, and Chinese exporters receive rather modest processing fees, and the self-owned brands export account for only 1% of total products. Chinese products lack of product brand awareness result in lack of brand autonomy, rely on foreign well-known brands foundry production cannot fundamentally make Chinese enterprises more competitiveWith the more and more intense competition of OEM as well as ODM low margin strategy, OEM enterprise profit declines, in order to maintain the competitiveness of China OEM enterprises and the pursuit of higher profits, based on the background of globalization industry chain and the global economy crisis, setting the establish self-owned brand strategy and theories of China's OEM enterprises as the object for study, by analyze Taiwan's small appliance OEM enterprise Airmate in China, while Airmate through utilizing OEM strategy growth to a well profit-earning company, and then moved towards design innovation as well as brand that were extremely stressed in Smile Curve Theory, Airmate has succeeded in the branding and considerably benefited from its brand equity, elaborate the basic and marketing strategy of OEM establish self-owned brand, and give the related suggestions of establish self-owned brand to OEM in China.