【摘要】：在市場(chǎng)競(jìng)爭(zhēng)時(shí)代,品牌是企業(yè)謀取競(jìng)爭(zhēng)優(yōu)勢(shì)、抵御市場(chǎng)風(fēng)險(xiǎn)的戰(zhàn)略性資源,是建設(shè)創(chuàng)新型國(guó)家的重要著力點(diǎn)。當(dāng)前,發(fā)達(dá)國(guó)家控制了全球90%以上的知名品牌所有權(quán),獲取了產(chǎn)業(yè)鏈兩端的壟斷地位,掌握了產(chǎn)業(yè)發(fā)展的主導(dǎo)權(quán)。然而,我國(guó)企業(yè)多數(shù)僅僅為國(guó)外品牌代工廠,沒有自己的知識(shí)產(chǎn)權(quán),在品牌建設(shè)方面存在諸多劣勢(shì),主要表現(xiàn)為如下三點(diǎn):第一,很多品牌缺乏自主核心技術(shù),“品牌缺鈣”現(xiàn)象嚴(yán)重。第二,品牌生命周期較短,“品牌流星”現(xiàn)象層出不窮。第三,眾多國(guó)外品牌壟斷主導(dǎo)產(chǎn)業(yè)市場(chǎng),導(dǎo)致“品牌空心”。綜上所述,我國(guó)企業(yè)品牌在創(chuàng)造與運(yùn)營(yíng)中出現(xiàn)上述“非自主”現(xiàn)象,其原因是未能正確地認(rèn)識(shí)自主知識(shí)產(chǎn)權(quán)品牌的戰(zhàn)略價(jià)值,未能成功的將科技投入轉(zhuǎn)化為具有自主知識(shí)產(chǎn)權(quán)的品牌競(jìng)爭(zhēng)優(yōu)勢(shì)。因此,轉(zhuǎn)變經(jīng)濟(jì)增長(zhǎng)方式,調(diào)整產(chǎn)業(yè)結(jié)構(gòu),加大科技投入力度,培育具有自主知識(shí)產(chǎn)權(quán)的品牌成為必然選擇。本文以品牌競(jìng)爭(zhēng)力理論為基礎(chǔ),分別從潛力性競(jìng)爭(zhēng)力和外顯性競(jìng)爭(zhēng)力兩個(gè)維度,探究了研發(fā)投入對(duì)自主知識(shí)產(chǎn)權(quán)品牌競(jìng)爭(zhēng)力的影響。其中,在潛力性競(jìng)爭(zhēng)力方面,選取了創(chuàng)業(yè)板電子信息行業(yè)上市公司作為樣本,通過采集企業(yè)年報(bào)數(shù)據(jù),并運(yùn)用統(tǒng)計(jì)軟件實(shí)證探究了研發(fā)投入對(duì)自主知識(shí)產(chǎn)權(quán)品牌企業(yè)研發(fā)創(chuàng)新能力、生產(chǎn)制造能力、市場(chǎng)創(chuàng)新能力的影響。研究表明,研發(fā)投入對(duì)企業(yè)的研發(fā)創(chuàng)新能力、市場(chǎng)創(chuàng)新能力具有一定的影響,而對(duì)生產(chǎn)制造能力影響不顯著。在外顯性競(jìng)爭(zhēng)力方面,在國(guó)內(nèi)外現(xiàn)有文獻(xiàn)分析的基礎(chǔ)上,提出了“研發(fā)投入—潛力性競(jìng)爭(zhēng)力—顧客感知價(jià)值—外顯性競(jìng)爭(zhēng)力—市場(chǎng)轉(zhuǎn)化—研發(fā)投入”循環(huán)模型,從而得出研發(fā)投入通過潛力性競(jìng)爭(zhēng)力的轉(zhuǎn)化對(duì)外顯性競(jìng)爭(zhēng)力具有間接的影響作用。最后,在品牌發(fā)展過程中針對(duì)我國(guó)目前存在的問題,提出如下幾點(diǎn)對(duì)策建議:首先,加大科技投入、提高自主知識(shí)產(chǎn)權(quán)品牌管理能力;其次,構(gòu)建內(nèi)部支撐、外部助力的自主知識(shí)產(chǎn)權(quán)品牌運(yùn)營(yíng)體系;最后,提升企業(yè)的協(xié)同管理能力,促進(jìn)知識(shí)產(chǎn)權(quán)的市場(chǎng)轉(zhuǎn)化。
[Abstract]:In the era of market competition, brand is a strategic resource for enterprises to gain competitive advantages and resist market risks, and is an important point to build an innovative country. At present, developed countries control more than 90% of the world's well-known brand ownership, obtain the monopoly position at both ends of the industrial chain, and master the leading power of industrial development. However, most of the enterprises in our country are only foreign brand manufacturers, without their own intellectual property rights, and there are many disadvantages in brand construction, which are mainly manifested in the following three aspects: first, many brands lack independent core technology. "Brand calcium deficiency" phenomenon is serious. Second, brand life cycle is relatively short, "brand meteor" phenomenon in endlessly. Third, many foreign brands monopolize the leading industrial market, leading to "brand hollow." To sum up, the above phenomenon of "non-autonomy" appears in the creation and operation of Chinese enterprise brand, which is due to the failure to correctly understand the strategic value of independent intellectual property brand. Failed to successfully transform science and technology investment into independent intellectual property rights of the brand competitive advantage. Therefore, changing the mode of economic growth, adjusting the industrial structure, increasing investment in science and technology, and cultivating brands with independent intellectual property rights have become the inevitable choice. Based on the theory of brand competitiveness, this paper explores the impact of R & D investment on the brand competitiveness of independent intellectual property rights from the perspectives of potential competitiveness and explicit competitiveness. Among them, in terms of potential competitiveness, the gem electronic information industry listed companies as a sample, through the collection of enterprise annual report data, By using statistical software, the paper explores the influence of R & D investment on R & D innovation ability, production manufacturing ability and market innovation ability of independent intellectual property brand enterprises. The research shows that R & D investment has a certain influence on R & D innovation ability and market innovation ability, but has no significant effect on production and manufacturing ability. On the aspect of external dominant competitiveness, based on the analysis of domestic and foreign literature, this paper puts forward the cycle model of "R & D input-potential Competitiveness-customer perceived value-external dominant Competitiveness-Market Transformation-R & D Investment". It is concluded that R & D investment has indirect influence on external dominant competitiveness through the transformation of potential competitiveness. Finally, in the process of brand development, in view of the existing problems in China, put forward the following countermeasures and suggestions: first, increase the investment in science and technology, improve the ability of independent intellectual property brand management; Secondly, build the internal support, external support of independent intellectual property brand operation system; finally, enhance the cooperative management ability of enterprises, promote the market transformation of intellectual property.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F273.2;F426.6;F49
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本文編號(hào)：2348386