创新文化环境驱动的自主品牌竞争力构建  

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

作　　者：白彦壮[1] 张春情 殷红春[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《科技管理研究》2016年第15期257-261,共5页Science and Technology Management Research

基　　金：国家自然科学基金项目"文化认同;区域品牌资产对消费者购买行为的影响机制及区域品牌资产评价研究"(71272149)

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。以创新文化环境为切入点,从价值链理论的视角,探究创新文化环境下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下,主要通过技术创新和市场创新的协同作用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。Own - brand competitiveness is the key factor to achieve brand competitive advantage and withstand market risks. It is important support for China to carry on independent innovation and build innovation - oriented country. From the point of value chain theory, this paper explores the path mechanism to build its own brand competitiveness based on techno- logical innovation and market innovation levels. The result shows that the synergism between technological innovation and market innovation have positive impact on the building of own - brand competitiveness driven by innovation culture, then enterprises achieve brand value and pursue sustainable development.

关 键 词：创新文化环境 自主品牌竞争力 持续性技术创新 破坏性市场创新 

分 类 号：F273.2[经济管理—企业管理] F273.1[经济管理—国民经济]