OEM Enterprise Transformation Model

Over the past 40 years of reform and opening-up,China's OEM enterprise development momentum,with its low cost of labor,raw materials and other resources embedded in global production networks,but with the various trade environment factors of instability,low Labour costs and raw material of OEM enterprises in our country resources are also gradually disappeared,some fortune 500 companies were established to order business in southeast Asian countries,such as Vietnam,Myanmar,Cambodia.At the same time,in the "new normal" economic situation,in order to complete the transformation from "made in China" to "created in China",enterprises must continuously improve production efficiency,improve their own technology and craft,and inject value into their own brand,which is the sustainable development direction from "made in China" to "created in China".Therefore,it is of great practical significance and theoretical value to study how to transform from low-end single OEM to ODM and OBM.Based on buyer-driven global value chain theory and dynamic capability theory and resource-based theory,this paper integrated application of case study,literature study and the methods of investigation and research,and to the domestic and foreign OEM enterprise motivation,influence factors and transformation model,in compatibility mode with OEM/ODM,OEM/OBM coexist,OEM/ODM/OBM coexist,completely transformation model of OBM.Taking JH Knitting Textile Company as a sample case enterprise,using the qualitative research data analysis method to sort and categorize the collected data,through open coding,spindle coding and selective coding,to sort out the logical relationship between various categories,Find the main story line of the core category,analyze the transformation mode and its influencing factors of the sample case enterprises from the aspects of transformation path and degree,and verify the general law of OEM enterprise transformation.The results of the study show that as the OEM's own marketing capabilities,technical level,and financial capabilities continue to increase,and the technical content of its main products increase,the more likely it is to adopt directtransformation,on the other hand,if the external environment changes drastically,then Will choose indirect transformation;and the higher the enterprise's dependence on the OEM business buyer,the more sensitive it is to the degree of environmental change and product market concentration,and the lower the enterprise's marketing,capital,technology,etc.,the more OEM companies tend to Partial transformation.