The Strategy Of Enhancing The Competitiveness Of Brand Under The Perspective Of Technical Innovation

With the changes in the pattern of market competition, Chinese enterprises have been changed from purely product competitiveness to brand competition. Brand competition has become the primary means to enhance the market competitiveness of enterprises and the market share.The competitiveness of brand becomes external performance as the core competitiveness of enterprises, more and more attention to China's enterprises.In recent years, the rapid development of enterprises in Inner Mongolia dairy products, the competitiveness of brand has a leading position in the domestic, hasformed representative dairy products Enterprises------Yili and Mengniu. At thesame time, with the rapid development of science and technology, the focus of the competitiveness of enterprises increasingly focused on technological innovation as a means to the exclusive advantage of technology.Exclusive advantage of technology has replaced exclusive monopoly of resources as the central link of competitive brand.It has brought new challenges on the growth of dairy products enterprises in Inner Mongolia . Therefore, to promote the sustainable development of dairy industry in Inner Mongolia, it must make technological innovation as an important tool to enhance the competitiveness of dairy products.In this paper, under the premise of sorting out and analyzing the theory of the competitiveness of brand, analyze the various elements which impact of the competitiveness of brand, as well as the relationship with the various elements of the interaction. With the perspective of Enterprise, summarized and formed the model with combined effect of factors of the competitiveness of dairy products brand. Then for the example of the two dairy companies in Inner Mongolia - Yili and Mengniu, using case study method, analyzing the status quo competitiveness of the brand of the two enterprises, and then summed up the current situation and problems in the competitiveness of dairy products brand in Inner Mongolia, and to explore the causes of these problems. Finally, based on the perspective of technological innovation, parted from process innovation and product innovation to enhance the strategy of competitiveness of brand of the Inner Mongolia's dairy products.