The Necessity of Zhejiang Textile Industry's Transition from OEM to OBM : Case Study: Zhejiang Asset Underwear Co., Ltd.
Xu, Qiao (2010)
Kymenlaakson ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201005118968
https://urn.fi/URN:NBN:fi:amk-201005118968
Tiivistelmä
OEM (original equipment manufacturer) has long been the major developmental mode of Zhejiang textile industry, which greatly contributed to its rapid development. However, this kind of low value-added operational mode has been seriously stroked in the market recent years. Lots of textile enterprises sprouted the idea of transition from OEM to OBM, and majority of them faced a dilemma that is transition really necessary.
Aim of the thesis is to demonstrate the necessity of Zhejiang textile industry’s transition from OEM to OBM based on fully analysis of both of these two developmental modes. Several practical proposals about the transition and brand-building will be given in the end.
In the empirical section the transition course of Zhejiang Asset Underwear Co., LTD will be presented and it was mainly based on interview with the sales manager, Yang Rong and the managing director, Huang Xuxiao.
The results of the study show that the transition from OEM to OBM for Zhejiang textile industry is an inevitable trend, and the ultimate tendency is to develop OBM based on OEM mode.
Aim of the thesis is to demonstrate the necessity of Zhejiang textile industry’s transition from OEM to OBM based on fully analysis of both of these two developmental modes. Several practical proposals about the transition and brand-building will be given in the end.
In the empirical section the transition course of Zhejiang Asset Underwear Co., LTD will be presented and it was mainly based on interview with the sales manager, Yang Rong and the managing director, Huang Xuxiao.
The results of the study show that the transition from OEM to OBM for Zhejiang textile industry is an inevitable trend, and the ultimate tendency is to develop OBM based on OEM mode.