Abstract: In developed markets, Samsung who was famous for producing cheap products has ever faced on the verge of bankruptcy crisis, but after that period, Samsung has developed rapidly and become the international first-class brand of digital products. Samsung are very similar with local OEM enterprises at the primary developing stage and historical background. Samsung is a successful benchmarking of local OEM enterprise can touch. Therefore, these study focuses on the brand upgrading process, mechanism and mode of OEM based on the exploratory study of Samsung electronics. Research results show that the local OEM should play strategic entrepreneurship behavior under the drive of entrepreneurship (Why), at the right time (When), with appropriate organization (Where), by exploring the potential customers and the demand (Who), provide consumers with innovative products and services (What), and be guaranteed by the talent training mechanism and enterprise culture (How). The above behavior can promote brand upgrading. Compared with the previous research, this model analyze strategic entrepreneurship behavior with 360 degree Angle which make up for the limited research Angle. At the same time, from the Angle of 5W-1H, the research clarifying the logic relationship among internal motivation, strategic entrepreneurial behavior, and safeguarding mechanism. Further, the model of 5W-1H provides OEM an evaluation tool to evaluate and to improve its strategic entrepreneurship ability. Finally, this research summarizes several effective modes of non-R&D innovation, the technology.