跨境电子商务背景下OEM出口企业的转型升级

发布时间：2018-03-10 18:34

本文选题：OEM　切入点：跨境电子商务　出处：《商业经济研究》2017年18期 　论文类型：期刊论文

【摘要】：中国OEM(Original Equipment Manufacturer)出口企业被"中国制造"一词定义了近四十年,在世界经济持续低迷、国内竞争环境日益激烈的情况下,OEM出口企业转型升级势在必行。创建自主品牌是OEM出口企业脱离困境的有效途径,OEM出口企业可先过渡至ODM,继而升级为OBM。在跨境电商背景下,OEM出口企业应通过与大型跨境电商平台合作,利用平台交易数据进行市场调研、选择目标市场、确立品牌定位,继而通过B2B、B2C和O2O方式进行自主品牌建设和营销。在跨境电商环境下,OEM出口企业要提高自主品牌的知名度和客户忠诚度就必须不断提升技术创新水平和质量控制能力。研究OEM出口企业的转型升级不仅有助于此类企业的持久发展,同时也对改变中国制造业国际形象有着重要的意义。
[Abstract]:Chinese OEM (Original Equipment Manufacturer) is Chinese manufacturing export enterprises "was defined in the recent forty years, the world economic downturn, the increasingly fierce competition situation, it is imperative to upgrade the transformation of OEM export enterprises. Create independent brand is the effective way out of the predicament of the OEM export enterprises, export enterprises to transition to OEM ODM, then upgraded to OBM. in the cross-border electricity supplier under the background of OEM, the export enterprise should through cooperation with large cross-border electronic business platform, market research platform using transaction data, select the target market, establish brand positioning, followed by B2B, B2C and O2O were the independent brand construction and marketing. In the cross-border business environment, OEM export enterprises should improve the brand awareness and customer loyalty must constantly improve the level of technical innovation and quality control. The study of transformation and upgrading of export enterprises is not OEM It is of great significance to change the international image of China's manufacturing industry as well as the sustainable development of such enterprises.

【作者单位】：宁波教育学院;沈阳师范大学旅游学院;
【分类号】：F724.6;F752.62

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