Research On Rapid Development Of Own Brand Based On Disruptive Innovation

Brand output and competition is an important content of the current international competition, as a developing country, selecting what kind of innovative ways to improve the competitive advantage of their own brands and achieve rapid development of independent brands, is the key to win the international competitive position.At present, the development of China's own brand is relatively weak, the sustaining of innovation model which insist on the idea of introduction, absorption and digestion. This kind of innovation model as the primary means of long-term development of our own brand is vulnerable to bring "the traps with the introduction"and "barrier after introduction" effects, it is also hard to get into its own brand competition advantage to achieve own brand strategic objectives of rapid development.Disruptive innovation theory as a non-continuous technology or business model innovation, through unique value such as the low-end damage and the new emerging markets to get into the non-mainstream market, building a new customer value structure, and changing the existing competition rules and undermining the basis of competitive advantage of the incumbent firms. It is provided a new way to achieve the strategic objectives of rapid development.The essay first discuss and summarize the theory of the disruptive innovation theory, own brands and corporate competitive advantage which laid the theoretical foundation; and then made further analysis on the formation mechanism of the disruptive innovation from the technical and commercial aspects, it also made analysis on the source mechanism of independent brand competitive advantage which combines the eco-system competitive characteristics of own brand from a technical and market levels to explore the development path of their own brands. After comparison between the disruptive innovation and sustaining innovation, we can clearly get the conclusion that disruptive innovation is more beneficial than sustaining innovation at the aspect of achieve technical development of independent brand enterprises. Blue Ocean Strategy is more beneficial than Red Ocean Strategy. The disruptive innovation which effectively integrates disruptive technologies and Blue Ocean market strategy is the choice for the own brands of rapid development.Based on the theory above, it has made an integration of the developing process of own brand and thought of disruptive innovation, and set up its own brand developing path based on own brand competitive advantage of disruptive innovation. It is also extracted the performance of own brand competitive advantage at different stages and analyzed the factors which make effective support for internal disruptive innovation in the interior of enterprises at different stages. Meanwhile, it proposed the theoretical model framework which called "factor - ability - competitive advantage" to identify key factors and make hypothesis for making comparison and analysis on direct and indirect effects.During the empirical process, the essay first made empirical analysis by the questionnaire design and then uses the SPSS statistical methods to make the data pretreatment on the Scale reliability and validity test, finally established the structural equation modeling and interpretation. It is concluded that, the factors of entrepreneurship has little direct effect on own brand competitive advantage, while the entrepreneurship support factors under the regulation of disruptive innovation intermediaries has a strong role in promoting the own brand competitive advantage. That is means that disruptive innovation is conducive to enhancing its own brand competitive advantage to verify the rationality of the model, and also analyze the key factors of formation mechanism. The essay also made a further discuss by providing the actual case to verify the conclusion, to analyze the industry environment of the development of own brand, and to explore the leap from enterprises to industry of the own brands competitive advantage.