Research On The Positioning And Countermeasure Of Chinese OEM Enterprise Brand Creation In Transformation

With the development of global integration,especially in the economic field,the global division of labor and cooperation is becoming more and more obvious.The domestic labor costs of countries with developed western economies(such as the United States)or some technologically innovative countries are increasing.Large multinational corporations continue to increase research on technological innovation and application,and continue to increase their investment in branding and management.In order to maintain its leading position in the field of science and technology,it also firmly grasps the changes in the global division of labor and the opportunities for the transfer of global industrial chains and value chains,using the extremely low-cost labor of developing countries and the support of their national policies.Gradually transfer the manufacturing and production links of innovative products to these developing countries.Since the reform and opening up,with the rapid development of China’s economy and huge demographic dividends,a large number of labor resources constitute the basic conditions of China’s labor-intensive industries.China has gradually produced a large number of processing and manufacturing enterprises based on OEM production methods.China’s economy has also developed with the development of a large number of OEM enterprises.However,among all the links in the global value chain,OEMs with low-cost land and labor costs as the main production factors have low technical content and profit margins,and it is difficult to achieve further development in the international market.Due to the double technology and profit,domestic OEM enterprises began to carry out strategic transformation of enterprises,and increased the technical content of foundry,and began to create brands with plans.However,many OEM companies did not timely and correctly in the process of transformation and upgrading.They positioned the brand for each stage of the transformation,so that they missed the market opportunity and lost the brand premium that should be obtained.Therefore,in order to locate and create countermeasures for the brand transformation and upgrading process of OEM enterprises in China,it is necessary to further explore and analyze the core competence,customer needs,core values and brand creation strategies of brand positioning in each stage of OEM transformation.It will help our OEM companies adapt to the competitive environment of the global market,and will enable OEM companies to occupy a more favorable position in the global value chain competition.Based on the internationally recognized path of OEM enterprise transformation and upgrading(OEM to ODM to OBM and finally to IBM),this paper analyzes the connotation of corporate brand and product brand,and integrates brand positioning and creation strategies into enterprise transformation and upgrading.In the middle of the path.At the same time,it analyzes and explores the brand positioning and creation countermeasures of OEM enterprises in each stage of transformation and upgrading,and builds a model of OEM brand creation relatively completely,and further studies the model in the paper through the case study of Galanz.To verify.The core competence of an OEM company is a key factor in determining brand positioning,including: professional assembly and manufacturing capabilities;research and development,design capabilities;marketing capabilities;and international operational capabilities.Customer demand affects the core value of OEM companies and determines the direction of brand positioning.For specific brand creation countermeasures,OEM companies should analyze and select the core value,which is determined by the transformation stage and their core competence and customer needs,and finally create a strong corporate brand for the enterprise.