INDEPENDENT BRAND MANAGEMENT OF ZHEJIANG OEMS AGAINST THE BACKGROUND OF THE CREATIVE ECONOMY
——THE CASE STUDY BASED ON “WEBKINZ” MODEL OF ZHWJIANG HAILI GROUP
ABSTRACT: Since the reform and open policy, the Zhejiang Province manufacturing industry enterprise has accepted the OEM way in abundance, makes the OEM product for the world each big brand entrusting party, and has made the rapid progress. But these manufacturing industry enterprise basically does not have own brand, earns the meager processing charge merely through the contract brand entrusting party's product order form. This kind of technology and the capital outside, the production pattern have been under the serious impact in the competition intense market. Is opposite in processing industry halting, the emerging creativity economy has unfolded its infinite vigor. The creativity economy takes emerging most has the vigor and the high added value industrial pattern, its value has become in the urban synthesis value system the important additional target. The comprehensive understanding creativity economy's essential connotation, promotes it to be also good quickly develops, with the cultural creativity added value promotion tradition manufacturing industry, has the very vital significance regarding three big industries and the readjustment of the economic structure.
This article take the Zhejiang Hayley group “Webkinz ” model as an example, proved Our country Manufacturing industry Enterprise to break through the tradition Processing industry's technology to be weak and the marketing channel sole limitation, how did the enterprise under the creativity economic background, through use the technological innovation which and the marketing pattern innovation own superiority as well as the union creativity economy brought chooses suits oneself independent brand developmental strategy. Finally draws the conclusion, the OEM enterprise the new opportunity which brings using the creativity economy, unifies own characteristic to carry on the independent brand management is its reforming way that must be taken.
Keywords: creative economy; OEM; Independent brand; innovation