| Through more than 40 years of reform and opening up,China’s total import and export trade has increased year by year,and the market share of processing trade has also gradually expanded in this process.China has become the world’s largest exporter and an important manufacturing base.However,there is still a gap in order to become a powerful country in processing trade in the world,and the goal must be achieved,It is necessary to speed up the solution to the imbalance in the development of processing trade structure.Therefore,in order to occupy the high-end part of the value chain,OEM enterprises must improve their competitive advantages and promote the transformation and upgrading of enterprises.And cross-border e-commerce is playing a more and more important role in international trade as a new mode of trade,and has become a new growth point in the field of foreign trade.OEM and related enterprises can help enterprises achieve the strategic goals of upgrading and transformation and market internationalization by building their own unique brands and cross-border e-commerce platforms.Starting from a successful case of OEM enterprise transformation,this paper first introduces the development status of BST OEM enterprise,starting from the enterprise’s development history,business situation and organizational structure,and systematically introduces the reasons for the company’s strategic upgrading,such as rising costs,over reliance on old orders and large domestic market potential,Then it introduces the path of strategic upgrading,through the four links of brand marketing,R & D design,manufacturing and management support,and then expounds the results of strategic upgrading,and introduces the export structure,export scale and sales platform of enterprises from three main aspects.Secondly,the strategic upgrading of the company is deeply analyzed.Due to the external factors,such as the changing global trade rules,internal and external attacks,and the poor foreign investment environment,as well as the internal factors,such as the unbalanced regional distribution of China’s OEM enterprises,the gradual improvement of enterprise production technology and the unsustainable original production advantages,the development of cross-border e-commerce has entered a period of steady growth And get rid of the low-end lock-in difficulties,internal enterprises through the advantages and threats in the process of upgrading,these internal and external enterprises promote the strategic upgrading of OEM enterprises.Based on the study of business strategy upgrading of BST OEM enterprises,this paper finds that strategic asset gap,international experience,environmental change and entrepreneurship are the main influencing factors of enterprise upgrading.At the same time,it analyzes the brand strategy from positioning,quality management,cultural construction,communication and maintenance,and then makes a simple financial analysis on the business performance after upgrading.Finally,in view of the risks encountered by enterprises in the process of upgrading,this paper summarizes the solutions for the successful transformation and upgrading of the company: entrepreneurship,strategic asset acquisition and dynamic capabilities are the guarantee for the success of enterprise transformation and upgrading,improving the added value of products,building its own leading value chain,lean management of production and operation,and relying on multiple cross-border e-commerce platforms and social platforms. |
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