研发投入对自主知识产权品牌竞争力的影响研究
发布时间：2018-11-22 06:39
【摘要】：在市场竞争时代,品牌是企业谋取竞争优势、抵御市场风险的战略性资源,是建设创新型国家的重要着力点。当前,发达国家控制了全球90%以上的知名品牌所有权,获取了产业链两端的垄断地位,掌握了产业发展的主导权。然而,我国企业多数仅仅为国外品牌代工厂,没有自己的知识产权,在品牌建设方面存在诸多劣势,主要表现为如下三点:第一,很多品牌缺乏自主核心技术,“品牌缺钙”现象严重。第二,品牌生命周期较短,“品牌流星”现象层出不穷。第三,众多国外品牌垄断主导产业市场,导致“品牌空心”。综上所述,我国企业品牌在创造与运营中出现上述“非自主”现象,其原因是未能正确地认识自主知识产权品牌的战略价值,未能成功的将科技投入转化为具有自主知识产权的品牌竞争优势。因此,转变经济增长方式,调整产业结构,加大科技投入力度,培育具有自主知识产权的品牌成为必然选择。本文以品牌竞争力理论为基础,分别从潜力性竞争力和外显性竞争力两个维度,探究了研发投入对自主知识产权品牌竞争力的影响。其中,在潜力性竞争力方面,选取了创业板电子信息行业上市公司作为样本,通过采集企业年报数据,并运用统计软件实证探究了研发投入对自主知识产权品牌企业研发创新能力、生产制造能力、市场创新能力的影响。研究表明,研发投入对企业的研发创新能力、市场创新能力具有一定的影响,而对生产制造能力影响不显著。在外显性竞争力方面,在国内外现有文献分析的基础上,提出了“研发投入—潜力性竞争力—顾客感知价值—外显性竞争力—市场转化—研发投入”循环模型,从而得出研发投入通过潜力性竞争力的转化对外显性竞争力具有间接的影响作用。最后,在品牌发展过程中针对我国目前存在的问题,提出如下几点对策建议:首先,加大科技投入、提高自主知识产权品牌管理能力;其次,构建内部支撑、外部助力的自主知识产权品牌运营体系;最后,提升企业的协同管理能力,促进知识产权的市场转化。
[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.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F426.6;F49
，
本文编号：2348386
[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.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F273.2;F426.6;F49
，
本文编号：2348386
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