家电企业利用OEM建设自主品牌发展研究

通过分析OEM的功用发现,我国的家电企业在其发展过程中对这种贴牌模式产生了一定的依赖性。通过我国家电企业OEM发展阶段可以看出,在现阶段,我国的家电企业应该从OEM向OBM过渡,建设自己的品牌。文章分析了建设自有品牌的一些障碍和问题,最后提出:我国的家电企业应继续利用原有OEM模式下的一些经验,从政府、行业和企业3个层面建设自己的自主品牌。

Corporate Branding from the Perspective of Behavioristics

The development of Chinese household electrical appliances company depends on OEM model to a certain degree by analyzing the OEM efficacy.Therefore,these companies should build independent company brands and transform from OEM to OBM at present section through Chinese appliances company development stage.The paper analyzes some obstacles and difficulties in the process of building independent brands,and the authors offer some advice and measures on how to build self-brand from three aspects:the government,i...