Study On The OEMs Selection And Cooperation Mechanism Of Brand Marketing Firm

With the development of global economic integration, the developed countries gradually transfer production process to other countries. They focused on its own comparative advantages and profits more generous R & D and marketing links. Because of abundant cheap labor, natural resources, the stable social and political environment, China has been awarded a significant portion of the manufacturing transferred from the developed countries. A large number of OEM manufacturers have emerged in China. OEMs and BMFs development is inseparable from the close cooperation. To BMFs and OEMs of cooperation, it includes not only selection of OEMs partners, but also the coordination. Both the two sides achieve "a win-win situation."Firstly, the paper introduces the concept of OEMs and its research status in China and other countries. Because the first step is OEMs selection in the coordination between OEMs and BMF, the paper simply introduces the relevant theories of suppliers selection.Secondly, based on the study about selection of OEMS with grey theory of Ma shihua, the research takes the more appropriate selection standards and classifies them to two categories: the primary standard and the secondary standard. Then the paper solves the supplier selection problem under long-term coordination situation with Grey Relating Method. This method can be applied when there is little date, and the selection standards are relevant. The method facilitated the same standards and it is operated feasible. It will benefit both the OEMs management - supervision and the continuously improving their skills and management capabilities. The OEMs can acquire considerable development in the "learning by doing" process.Thirdly, the close cooperation between BMFs and OEMs can increase the supply chain profits, but there are many imbalance distributions of profits between the two sides because the OEMs usually supply of a number of brand products. To ensure the OEMs to supply qualitatively and quantitatively, it is necessary to establish incentives and penalties based on the cooperation mechanisms. We also should promote brand and OEMs to work closely together so that the members of the supply chain can benefit achieve "win-win" purpose.At last, the paper demonstrates a piece of example to verify the above conclusions. We find cooperation mechanism reduces supply chain cost and promotes competitiveness of BMFS and OEMS in the market.