Our country has become a large manufacturing - county, but most of our enterprises are doing original equipment manufacturer ( OEM ), the level of the self- determination brand is not high. For the choice from the two, there is disagreement them in academic or managerial area. The paper examines this strategic problem froom three different views. From the point of company strategy, the choice of self - determination brand and the OEM is the route of operating independently and operating dependently. From the point of the brand' s social and cultural effect, the choice of self- deter- mination brand is the route of spreading the Chinese culture to foreign countries. From the point of the China strategy, the choice of self - determination brand is the necessary route that the companies are building the core competition around the world and China gets more influence.%我国已经成为一个生产大国,但是大多数企业在做贴牌生产,自主品牌的发展水平较低.对于两者的战略选择问题,无论是学术界还是企业界都存在一定的争论,为此从三个不同的视角进行了探讨.从企业战略管理角度,自主品牌与贴牌生产的选择问题,是自主经营与依附经营的选择问题.从品牌的社会文化效应来看,选择自主品牌是向外传播中华文化的途径.从国家战略层面,选择自主品牌是企业在全球建立核心竞争力,国家获得更多影响力的必然途径.
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