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本文以当今中国企业热衷的品牌创新实践为研究背景,以中国企业竞争能力从产品技术创新为主导转向品牌创新为主导的发展历程为研究对象,以市场营销学的产品生命周期和经济学产业演进理论、管理学企业能力理论为基础,展开企业在不同的产品生命周期阶段所需要的能力要素类型探讨,揭示了以技术创新为核心能力的产品力竞争在产品生命周期的萌芽期、导入期、成长期的不同特点,以及演进规律,其被品牌力竞争代替的必然性。进而阐述了以市场创新为核心能力的品牌力竞争阶段的能力要素类型。以此研究为我国企业的持续发展提供理论指导。
This article takes the brand innovation practice that Chinese companies are keen on today as the research background, and takes the development process of Chinese enterprise’s competitiveness from product technology innovation leading to brand innovation as the research object, the product life cycle of marketing and the evolution of economics industry. Based on theory and management theory of enterprise competence, the company explored the types of capability elements that enterprises need in different stages of product life cycle, and revealed that product competitiveness with technology innovation as the core competency is in the embryonic and import stages of the product life cycle. The different characteristics of growth period, as well as the law of evolution, are the inevitability of brand competitiveness. Then it elaborates the type of capability elements in the competition stage of brand power with market innovation as the core competence. This study provides theoretical guidance for the sustainable development of Chinese enterprises.