Study On Brand Construction Of OEM Enterprises Based On Cross-Border E-commerce

At present,our products are not competitive in the international market due to their own brand.Under the background of deepening globalization and clearer international division of labor,our OEM enterprises are still at the bottom of the value chain.With the rising cost of labor and other resources in China,the inherent drawbacks of OEM model are gradually exposed.China's international trade enterprises have a large external dependence,and their profits are meagre.On the contrary,the western developed countries have obtained the most profit of the whole process because they pay attention to the product brand.The emergence of the Internet has made it cheaper for companies to build their own brands.Therefore,we must thoroughly understand the relevant theories of brand building and make full use of cross-border e-commerce to create brand for our OEM enterprises.This is of great theoretical and practical significance for the development of China's international trade.This paper comprehensively applies macroscopic and microscopic combination analysis method,literature review method,case analysis method,theory and data combination analysis method,macroscopic and microscopic combination analysis method to do the study of OEM enterprises constructing brand.This paper discusses it from two aspects: theory and practice.(1)In theory First of all,this paper summarizes the basic theoretical basis of cross-border e-commerce.It is divided into B2 B model,cross-border e-commerce B2 C model and platform model.In addition,the article summarizes the concept of enterprise brand.It includes definition of brand definition,definition of brand value and definition of brand competitiveness.And this paper puts forward the index system of brand competitiveness of OEM enterprise.(2)In practice Firstly,based on the industrial development environment,this paper summarizes and studies the ways of creating OEM brand in China.Secondly,this paper expounds the promotion effect of cross-border e-commerce on the development of building brand combining with the case of Bizark.The Bizark makes innovation in the process of information flow,capital flow and logistics in the process of international trade,thus improving the operation efficiency of OEM enterprises' foreign trade.And it reorganizes the supply chain system in the process of international trade so as to realize the scale economy of enterprises.Combined with the case,from the reconstruction and innovation of foreign trade,international trade industry chain operation pattern,and way of Internet information,way of human resources,way of cost profits,the paper studied brand shaping.