创新文化环境驱动的自主品牌竞争力构建研究

Research on the Building of Own-brand Competitiveness under Innovation Environment

摘要:

自主品牌竞争力是企业取得品牌竞争优势,抵御市场风险的关键因素,是我国进行自主创新,建设创新型国家的重要支撑。以创新文化环境为出发点,从价值链理论的视角,探究了创新文化环境下技术创新和市场创新通过研发、生产和营销等环节影响自主品牌竞争力构建的作用机理和路径。研究结果表明,企业在创新文化环境驱动和引导下通过技术创新和市场创新的协同作用以及由此表现出的持续性和破坏性来影响自主品牌竞争力的构建,从而使企业实现品牌价值,获得持续发展。

Abstract:

Own-brand competitiveness is the key factor to achieve brand competitive advantage and withstand market risks. It is also important for China to develop innovation behavioral activities. From the point of value chain theory, this paper explores the path mechanism to build its own brand competitiveness based on technological innovation and market innovation levels through the factors of R D design, manufacturing and marketing. The result shows that technological innovation and market innovation have sustained and destructive characteristics driven and guided by innovation culture, thus building and promoting own-brand competitiveness. Then the enterprises obtain good business performance, achieve brand value and pursuit sustainable development.