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      所谓的OEM是指在策略选择方面，要进入国际市场，由于国外原品牌与国外品牌的使用影响，品牌战略，是不是想建立自己的品牌。为OEM，企业只有在生产的投资，没有品牌的投资，从而获得生产投入的回报，而不是进入品牌的回报，因此其收入相对温和的。格兰仕开始在国际市场上使用这个品牌战略，使其产品在国外市场份额是一个巨大的突破。目前，格兰仕已建立的伙伴关系，与200多家跨国公司，该产品在整个欧洲，美国南部，美国北部，澳大利亚，亚洲，非洲和拉丁美洲的美国等地的100多个国家和地区。2004，本集团出口700000000美元，格兰仕微波，约占50%的全球市场份额。   

      Marketing strategy
      The so-called OEM refers to in the aspects of the strategy choice to enter the international market, due to the influence of foreign original brands and the use of foreign brands, a brand strategy that is not anxious to establish its brand. For OEM, enterprise only has the investment in production, and does not have the brand investment, and thus can obtain production inputs in return, rather than get into the brand's return, thus its income is relatively modest. Galanz beginning in the international market is to use this brand strategy to makes its products share in foreign markets to be with a huge breakthrough. Currently Galanz has established partnerships with more than 200 multinational companies, and the products are throughout Europe, South America, North America, Australia, Asia, Africa and Latin America and other places more than 100 countries and regions. In 2004, the Group exported $ 700 million, and Galanz microwave occupied about 50% of global market share.
      尽管格兰仕的胜利，在这方面，人们仍有异议对格兰仕：在国际市场竞争中自身品牌的缺乏，纯粹的“OEM”只是一个短期行为，毕竟，纯制造业的增加值比的增加值与自己的品牌得到了低得多，这是这种威胁的存在，外资品牌在任何时间都有业务的品牌使用权收回。格兰仕认为“OEM”实际上是格兰仕的策略。格兰仕进入海外市场从欧洲北部的国家，然后开始逐渐渗透到整个欧洲，北美国和世界各地，其中一个重要的途径是建立与许多世界著名的主流渠道产业链联盟，并使用其他品牌的产品，格兰仕网上销售，在提高产品的份额是建立企业形象的快速过程。

      Although Galanz triumph in this regard, people still have objection on Galanz: the lack of its own brand in the competition in the international market, pure "OEM" is just a short-sighted behavior, after all, the added value of pure manufacturing is much lower than the added value obtained with its own brand, and it is the presence of the threat that the foreign brands have a business at any time withdraw of the right to use the brand. Galanz argues that "OEM" is actually Galanz’s strategy. Galanz to enter the overseas market starts from the individual countries in Northern Europe, then it gradually began to penetrate into the whole of Europe, North America and around the world, in which one important channel is to establish the industrial chain alliance with many world famous and mainstream channels, and uses the other's brand, Internet sales for Galanz products, in the rapid process of improving product share it establishes the corporate image.
      The establishment of Galanz brand strategy is not based on simple aspirations of the nation or the narrow OEM licensing contrast, but has in-depth analysis of the international form. OEM is simultaneously incorporated with the creation of brand, and is targeted to maximize practical utility.
      Galanz commits to business for only concentration on production, and never doing the terminal is apparently out of deep consideration. First, of course, it is because of cost considerations, doing the terminal by self there will be no special advantages, construction and maintenance cost of the terminal will be phenomenal, and will spend a lot of money, time, energy and costs. Second, although the本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。