The Research Of Decision On OEM Or Creating Brand Belonging To Ourselves In Chinese Manufacture Industry

From reform and opening, our country's manufacturing industry supply OEM products to foreign brand dealers by implementing OEM mode. But these industries can only make little manufacturing fee without themselves' brand. The code, which is out of technology and capital and in manufacturing, is impacted by furious competition. According to the facts, more and more manufacturing industries start to create brand belonging to ourselves. Creating brand belonging to ourselves is complex and it is a long-term action. Then how should the Chinese manufacturing industry choose the OEM or Creating brand belonging to ourselves? It is an argumentative question in theory and reality.This paper study OEM and creating branding's practice, including OEM and creating brand development features, reasons, status, development pressure, development strategy. On the basis of explaining the value chain theory, this thesis have constructed the critical state of transfer from OEM to ODM, and concluded the Chinese manufacturing industry may develop Creating brand belonging to ourselves on basis of OEM. On the basis of explaining the enterprise's being period, the Chinese manufacturing industry may choose OEM or creating brand belonging to ourselves on basis of the different period of the enterprise. Then analyze the decision of the enterprise according to the case. The conclusion of the paper is that Chinese manufacturing enterprises should choose OEM or creating brand belonging to ourselves according to the value chain and the enterprise's being period and the essential strategy should be the creation of brand belonging to ourselves.