Abstract
Under the background of the rapid development of China's e-commerce, it is generally representative for the small and medium-sized manufacturing enterprises in Ningbo to realize the industrial upgrading based on the OEM-ODM-OBM path. In this process, some enterprises gradually independently create Electronic goods brand through e-commerce platforms and achieve success. This case study reveals the main features of the brand evolution of companies at different stages of the manufacturing path, including five aspects: product strategy, competitive strategy, market strategy, brand strategy and customer service.
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Chu, Z., Zhou, M., Zhang, R. (2023). A Case Study of E-commerce Brand Evolution Based on OEM-ODM-OBM Path. In: Salvendy, G., Wei, J. (eds) Design, Operation and Evaluation of Mobile Communications . HCII 2023. Lecture Notes in Computer Science, vol 14052. Springer, Cham. https://doi.org/10.1007/978-3-031-35921-7_16
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DOI: https://doi.org/10.1007/978-3-031-35921-7_16
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