A Study On Independent Innovation And Brand Building Of Enterprises

In some sense, the modern market economy can be called"brand economy"under the condition of economic globalization. The existence of brand value can't be made without the support of the enterprises'ability of the continuous upgrading independent innovation. The Party's 17th National People's Congress explicitly put forward the slogan of "Improving the capability of Independent Innovation,Building an Innovation-oriented Country". Independent innovation mainly exhibitions technical innovation, and the key of developing independent brand is upgrading enterprises'capability of technical innovation.This dissertation starts from the development of enterprises, discusses the co-relationship between independent innovation and brand building of enterprises. The dissertation theoretically analyses the meanings, patterns, and paths of independent innovation. It also analyses that independent innovation affects brand building through the aspects of product,quality,service and intellectual property protection, the process of brand building, and the promotive effect of independent innovation on brand building.On the basis of theoretical analysis, this dissertation does empirical analysis on independent innovation promoting brand building of enterprises from the perspective of industry. Take the automotive industry for example, the development of foreign automotive industry reveals that the brands which are ranked top 10 in the world automotive brand value are correlative with the country's capability of independent innovation. The data of foreign automotive enterprises'patent applications and R&D input proves that more input in science and technology in enterprises makes stronger capability of technical innovation and better independent brand building. From the actuality of China's independent brands building, the number and the sale of independent brands are increasing steadily, but the R&D input is not enough, most enterprises can only maintain the basic operation. The Chinese automotive enterprises must increase the R&D input, increase the patent applications and raise the technical proportion of patents, take the developmental path that we build independent brands by independent innovation.The Philips and Haier are selected in the dissertation as typical cases of enterprises. We analyse their successful practice and experience of promoting brands building by independent innovation, which can help Chinese enterprises promote brand building. In allusion to Chinese enterprises'problems such as inadequate capability of independent innovation, low product quality, inaccurate brand positioning, and inadequate intellectual property protection, the dissertation proposes measures that should be taken by the enterprises themselves and the government.