Study On Self-Owned Brand Strategy For China's OEM Enterprises Under The Globalization Of Industrial Chain

Over the past three decades since the reform and opening up,in virtue of comparative advantage,China continuously integrate into the production network of global industrial chain,Significant increase in export capacity,has become the third largest trading nation and the third largest economy-body in the world.But unfortunately, 90%of Chinese export products is not the China's self-owned brand,but OEM for others, and Chinese exporters receive rather modest processing fees.Statistics show that more than 170 categories of Chinese output ranked first in the world,however,among them only 20%of export enterprises have their own brands,and the self-owned brands export account for only 1%of total exports.Depend only on the traditional OEM production model of foreign brands output,which does not fundamentally improve China's international competitiveness.Chinese enterprises lack of brand autonomy result in the drop-behind of brand consciousness.The embarrassing position of "have goods no brand" make a lot of Chinese companies can only act as a role of "wage earners" for foreign brand manufacturers.Facing the current global economic crisis,which highlighted the inherent shortcomings of OEM business model,China's OEM enterprises must seek way of sustainable development immediately.The thesis studies on self-owned brand as the developing path for China's OEM enterprisesbases on the background of globalization industry chain and the global economy crisis. Setting the self-owned brand strategy of China's OEM enterprises as the object for study, affirming OEM business model make cont ribution to China's economic development at the same time to reveal its inherent defects.Through the dynamic development economic theory of Industry value chain to explore the self-owned brand as a developing path for China's OEM enterprises.The article states on the foundation and formation mechanism theory of self-owned brand for China's OEM enterprises,points out and analyzes the developing statement and problems existence of self-owned brand strategy of China's OEM enterprises,and based on China's national conditions,this paper conceives the self-owned brand strategy and build model in accordance with the different strength of the China's OEM enterprises,finally,making specific policy recommendations from the macro-micro aspect for China's OEM enterprises on how to implement their self-owned brand strategy...