Research On Transformation And Upgrading Of Original Equipment Manufacturing Enterprises Based On Cross-border E-commerce Mode

Over the past 40 years of reform and opening up,Chinese original equipment manufacturing enterprises have accumulated a certain overseas market share by relying on OEM business and traditional trade mode.However,with the emergence of unstable factors such as rising labor costs,rising raw material prices and exchange rate fluctuations in recent years,the relatively extensive OEM model in the past is gradually losing its advantages in the bonus period.Chinese OEMs are seeking transformation and upgrading.The urgency of the path has become increasingly apparent.With the upgrading of Internet technology and the wave of Covid-19,the transaction model based on cross-border e-commerce platforms has gradually emerged.More and more manufacturers and retail companies are shifting their sales positions from offline to online channels,and it has become a mainstream trend to use cross-border e-commerce platforms to promote products.In this context,how to use the cross-border e-commerce model to transform and upgrade original equipment manufacturing enterprises has become the focus of this paper.To this end,on the basis of sorting out the research results of domestic and foreign scholars and analyzing the status quo of the transformation and upgrading of OEMs,this paper selects 11 OEMs that have completed transformation and upgrading with the help of cross-border e-commerce models.Starting from the method of qualitative research,through open coding,spindle coding and selective coding,the collected data of sample enterprises are deeply summarized,and a model of factors affecting the transformation and upgrading of original equipment manufacturing enterprises is constructed.And on this basis,the empirical analysis method and entropy weight method are used to calculate the weight proportion of each influencing factor,and through the analysis and research of the successful cases of typical enterprise transformation and upgrading,it is proved that the construction of the enterprise transformation and upgrading model and the calculation of the index weight in this paper are effective.rationality.This paper finds through research that: First,most OEMs follow the path of OEMODM-OBM in their transformation,and gradually transition from OEM production to self-owned brand building.However,in actual circumstances,the transformation and upgrading of enterprises is not limited to the direct mode of establishing independent brands and taking the OBM road,but also indirect transformation through channels such as brand leasing,brand acquisition,and joint venture cooperation when the environmental conditions of the enterprise are not yet mature.At the same time,enterprises may not necessarily go through the ODM stage in the process of transformation and upgrading.Which mode to choose should be determined based on a comprehensive analysis of factors such as the company’s internal resources,the external market macro environment,and the service level of the cross-border ecommerce industry.Second,in the index of factors influencing the transformation and upgrading of OEM enterprises,the weight of internal factors is much higher than that of external factors,indicating that when formulating transformation and upgrading strategies,enterprises should focus on internal factors,and have an impact on corporate resources,corporate capabilities and business innovation models.Make adequate measurements to ensure the soundness of the transformation strategy.At the same time,we must pay attention to the market competition and consumer preferences of the external environment,and provide differentiated products that meet the needs of the target market on the basis of knowing ourselves and ourselves.Thirdly,through an indepth analysis of the path and achievements of ZH Company’s transformation and upgrading,this paper further demonstrates the role of the cross-border e-commerce model in promoting the transformation and upgrading of manufacturing enterprises,and provides a reference for enterprises that are looking forward to transformation,upgrading and transformation.Based on the above points,this paper believes that in the era of digital economy,if OEMs want to get rid of the old model and stand out,they must always maintain an open and innovative attitude.When carrying out transformation and upgrading,fully consider the internal resources and external market environment of the enterprise,so as to formulate a scientific and reasonable transformation strategy.