Reasons for the transition of the processing trade industry from OEM to OBM: : Case Study: Hangzhou Alpha Imp & Exp Co., Ltd
CHEN, JIE (2007)
CHEN, JIE
Kajaanin ammattikorkeakoulu
2007
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205158197
https://urn.fi/URN:NBN:fi:amk-201205158197
Tiivistelmä
The purpose of this thesis was to explore the Reasons for the transition of the processing trade indus-try from OEM to OBM. The study was commissioned by Sandy Chen who is the manager of the case company is Hangzhou Alpha Imp & Exp Co., Ltd. The theoretical part of the study consists of litera-ture on strategic marketing management, brand management and value chain; most of data, informa-tion were collected in related records, news, reports, thesis, article and webpage.
The study was conducted in form of quantitative research. The research material was gathered by interview with manager and trade assistant of case company. On account of distance limited, the interview cannot be face to face, the ways of interview were by phone and online. In addition, the interview helped to understand the ideas and business plan of case company.
On the basis of the results it was concluded that the transition of the processing trade industry from OEM to OBM is necessary. Because industries development and global trade environmental changes, both internal and external reasons cause this transition.
The study was conducted in form of quantitative research. The research material was gathered by interview with manager and trade assistant of case company. On account of distance limited, the interview cannot be face to face, the ways of interview were by phone and online. In addition, the interview helped to understand the ideas and business plan of case company.
On the basis of the results it was concluded that the transition of the processing trade industry from OEM to OBM is necessary. Because industries development and global trade environmental changes, both internal and external reasons cause this transition.