摘 要：自1978年改革开放后，OEM模式进入我国已有几十年。最初，中国低成本优势使得OEM模式能够带领我国制造型企业逐步发展壮大，积累一定的资金、技术与管理经验。然而，随着中国经济的发展，中国低成本优势不再，国内、国际市场竞争的加剧也使得OEM企业利润微薄，加之美国金融危机的爆发导致国际市场的持续低迷，OEM订单大幅减少，大批OEM企业纷纷倒闭。
由全球价值链理论我们可以得知，制造业是处于最底端的、附加值最低的产业，OEM企业想要实现可持续发展和永续经营，未来必须向附加值高的研发营销产业区块发展，中国OEM企业自主品牌建设的步伐刻不容缓。因此，研究行之有效的中国OEM企业自主品牌建设路径十分重要。新兴的跨境电商交易模式可以降低企业自主品牌建设的市场风险、节约自主品牌建设的成本等，为中国OEM企业自主品牌的建设提供了绝佳的品牌机会和机遇。
本文通过查阅中外文献，研究了自主品牌建设的理论模型——CBBE模型以及跨境电商的发展，以蓝弦Bluedio、绿联UGREEN、赛尔贝尔Syllable等案例作为典型案例进行分析，验证了基于跨境电商的自主品牌建设模型的可行性，为中国OEM企业转型进行自主品牌建设，实现未来的实现可持续发展提供了确实可靠的方向和路径。
Abstract：Since the reform and opening-up policy in 1978, the OEM model has been in China for several decades. China's low-cost advantage enables the OEM model to lead China's manufacturing companies to gradually grow and accumulate certain capital, technology and management experience. However, with the development of China’s economy, China’s low-cost advantage is no longer, and the intensified competition in markets has also made the profits of OEM companies meager. In addition, the outbreak of the financial crisis has led to the continued downturn in the international market, OEM orders have decreased significantly, and a large number of OEM companies have closed down.
From the global value chain theory, we can learn that manufacturing industry is the lowest-valued industry with the lowest added value. In order to achieve sustainable development, OEM companies must develop their R&D and marketing industries with high added value in the future. The pace of independent brand construction for OEM companies in China is imperative. Therefore, it’s very important to study the effective path of building an independent brand of Chinese OEM enterprises. The cross-border e-commerce provides excellent opportunities for Chinese OEM enterprises to build their own brands.
This article examines the Chinese and foreign literature, studies the CBBE model and analyzes some typical cases. The feasibility of brand building model based on cross-border e-commerce was verified, which provided a reliable direction and path for achieving sustainable development in the future.
关键词：跨境电商； 自主品牌建设； CBBE模型
Keyword: Cross-Border E-Commerce; Independent Brand Construction; CBBE Model
目 录
1引言 4
2 理论基础 4
2.1 本文相关概念界定 4
2.1.1跨境电子商务的概念与内涵 5
2.1.2 OEM的概念 5
2.1.3自主品牌的概念 5
2.2 国内外研究综述 5
2.2.1中国OEM企业自主品牌建设的相关研究 5
2.2.2中国OEM企业自主品牌建设现状的相关研究 6 基于跨境电商的中国OEM企业自主品牌建设多案例研究:http://www.chuibin.com/jingji/lunwen_206633.html