Research on Developing Route of Brand Internationalization of OEM Enterprises

DOI

10.2991/asei-15.2015.430How to use a DOI?

Keywords

OEM enterprises, evolutionary path, brand internationalization.

Abstract

By analyzing relevant literature, this thesis constructed a theoretical model explaining how foundry enterprises evolved into an international brand by following the path of OEM-OEM-OBM-IBM. By dividing the market, this thesis presented 3 models and researched the strategies of 3 foundry enterprises that successfully achieved upgrading and brand internationalizing, aiming at provided some examples to other enterprises by exploring how different market entry models affect those own-built international brands.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuhua Zhang
AU  - Zhen Zhang
PY  - 2015/05
DA  - 2015/05
TI  - Research on Developing Route of Brand Internationalization of OEM Enterprises
BT  - Proceedings of the 2015 International conference on Applied Science and Engineering Innovation
PB  - Atlantis Press
SP  - 2187
EP  - 2194
SN  - 2352-5401
UR  - https://doi.org/10.2991/asei-15.2015.430
DO  - 10.2991/asei-15.2015.430
ID  - Zhang2015/05
ER  -