| ABSTRACT | 第1-5页 |
| 内容摘要 | 第5-10页 |
| Chapter 1 The Origin and Development of OEM in China | 第10-17页 |
| ·The Concept of OEM | 第10-11页 |
| ·The Origin and Developing Trend of OEM | 第11-12页 |
| ·The Development of OEM in China | 第12-17页 |
| Chapter 2 The Rationales of OEM Development in China | 第17-26页 |
| ·Theoretical Feasibility of OEM | 第17-18页 |
| ·Value Chain Theory | 第18-19页 |
| ·The Reasons for Choosing OEM | 第19-22页 |
| ·The Demand for International Division of Industry | 第19-20页 |
| ·The Demand for Effective Distribution of Resources | 第20页 |
| ·The Demand for Constructing Enterprises' Core Competences | 第20-21页 |
| ·The Demand for Win-Win Strategy | 第21-22页 |
| ·Advantages of OEM Development in China | 第22-26页 |
| ·Digesting Excess Capacity and Idle Resources | 第22-23页 |
| ·Reducing Operating Costs | 第23-24页 |
| ·Reducing Operating Risks | 第24页 |
| ·Entering International Market | 第24-25页 |
| ·Learning Foreign Advanced Production Technology and Management Skills | 第25-26页 |
| Chapter 3 The Disadvantages of OEM in China | 第26-30页 |
| ·Theoretical Analysis | 第26-27页 |
| ·The Unfavorable Conditions Faced by OEM Enterprises | 第27-30页 |
| ·Low Profit | 第27-28页 |
| ·Low Content of Technology and Added Value | 第28页 |
| ·Negligence of Research and Development | 第28-29页 |
| ·Passive Position | 第29-30页 |
| Chapter 4 The Challenges of Chinese OEM Enterprises | 第30-44页 |
| ·The Challenges of the Future Development for Chinese OEM Enterprises | 第30-33页 |
| ·The Challenges of Creating Brand for Chinese OEM Enterprises | 第33-44页 |
| Chapter 5 Case Analysis---OEM Strategy Helping Galanz to Create Miracles | 第44-52页 |
| ·The Economy of Scale Strategy of Galanz | 第44-47页 |
| ·The Reasons for Galanz Choosing OEM Strategy | 第47-49页 |
| ·Making Use of Its Low Cost Comparative Advantage | 第47-48页 |
| ·Depending on Its Current Conditions and Capability | 第48-49页 |
| ·Creation of Its Own Brand | 第49-51页 |
| ·Conclusion | 第51-52页 |
| Chapter 6 The Developing Direction of Chinese OEM Enterprises | 第52-69页 |
| ·Initial Strategy | 第52-54页 |
| ·Building Core Manufacturing Capacity | 第52-53页 |
| ·Entering Well-Known Supply Chain | 第53-54页 |
| ·OEM to ODM Strategy | 第54-58页 |
| ·ODM and Its Development in China | 第54-56页 |
| ·Improvements | 第56-58页 |
| ·Branding Strategy | 第58-69页 |
| ·Gradual Branding Mode | 第59-61页 |
| ·Joint Brand Mode | 第61-65页 |
| ·M & A Brand Mode | 第65-69页 |
| Chapter 7 Conclusion | 第69-70页 |
| REFERENCES | 第70-73页 |
| ACKNOWLEDGEMENT | 第73-74页 |
