Strategy Research On The Self-owned Brand Establishment Of Airmate

As an efficient way in production, OEM (original equipment manufacturer) notonly becomes an important channel for China to enter into the international valuechain system, but makes China the leading OEM center in the world. Meanwhile, italso cultivates a large amount of distinctive OEM enterprises, laying a soundfoundation to capital accumulation, management improvement as well as technologydevelopment of enterprises. However, as time goes by, the internal defects oftraditional OEM production mode emerge gradually. As a result, numerous Chinesesmall and medium-sized enterprises fail to maintain their basic requirement for livingdue to various problems such as the global economic downturn, recession of externaldemand, sustainable rise of production cost as well as international trade friction.After the international financial crisis, various crisis facing OEM enterprises becomeincreasingly prominent, leading OEM enterprises in a tremendous developmentdilemma. Currently, all sectors of the society express their concern to the developmentprospect of Chinese OEM enterprises, and how they realize transition in this backdropwill raise extensive attention. As to the traditional OEM enterprises, self-owned brandhas become a kind of new strategic resource. Part of Chinese primitive OEMenterprises have already realized the importance of establishing self-owned brand,who improves their brand to strategic position and hence, successfully move towardsinternational market. Besides, there are also an increasing number of OEM enterprisesstriving for this direction, but remarkable gap still exists in brand marketing, brandmaintaining and brand influence compared with international famous brand. Thus,strategy of self-owned brand establishment plays a significant role in the sustainabledevelopment of OEM enterprises. The establishment of self-owned brand is a bothsystematic and complicated project, which requires OEM enterprises to adopt relevanttheoretical knowledge, base on the practical development situation of enterprise,select an optimal establishing way, and implement it systematically and carefully soas to activate the development vigor and vitality of OEM enterprises.This article begins with global value chain, transformation and upgrading ofOEM enterprises as well as the review and conclusion of the basic theory ofself-owned brand of OEM enterprises, conducts a research on the self-owned brandestablishment of Emmett by adopting various multi-angle research methods such as literature research method, case study method, method of comparative analysis andexploration research method. Through the in-depth investigation and analysis of thestrategy of self-owned brand establishment of Emmett OEM enterprises, Analyze andevaluate its construction path from both successes and problems, and then optimizethe advice from two perspectives strategic, management and operation of themanagement and control perspective layer, made of brand marketing, brand buildingFinally, the implementation of self-protection.