代工企业自主品牌转型升级研究评述与展望OACHSSCD

To better promote the theoretical research progress and practical transformation achieve-ments of OEM enterprises'brand transformation and upgrading,this paper systematically reviews the relevant research on the brand transformation and upgrading of OEM enterprises.Firstly,it summa-rizes the theoretical basis of brand transformation and upgrading of OEM enterprises from three per-spectives:value chain,value co-creation and dynamic capabilities.Secondly,it analyzes the bottle-necks of transformation and upgrading and summarizes the measurement methods of transformation ef-fects.Finally,this paper summarizes the key internal and external factors influencing the transforma-tion and upgrading of OEM enterprises,sorts out the linear and non-linear transformation and up-grading paths,and summarizes the strategies for brand transformation and upgrading of OEM enter-prises from the perspectives of R&D and non-R&D innovation.The systematic research framework not only provides theoretical references for the academic community,but also offers practical inspira-tions for OEM enterprises to break through the low-end lock,and achieve transformation and upgrad-ing development.