To Build Strategic Research Based On The Independent Innovation Of Chinese Brands

Well-known management guru Tom Peters sentence of independent innovation，saying："either innovation or death." Independent innovation is the soul of enterprisedevelopment， but also the country’s development. The absence of a nationalindependent innovation ability， lack of core competitiveness， it is difficult toparticipate in economic globalization and to share the fruits of globalization. PremierWen Jiabao in2012during the two sessions to answer reporters’ initiative to reduce theGDP growth rate of7percent， to truly adjust the economic structure， change themode of economic development， accelerate the establishment of the enterprise，market-oriented research combined with technological innovation system， theformation of the basic institutional framework for independent innovation."The21st century has taken the first decade of the competitive landscape of thecontinuing financial crisis in the global economy， market competition is more intenseand complicated， to face the challenges of domestic and international markets amongChinese companies is in "dire straits" Chinese enterprises where to go， the Chinesebrand how to maintain a strong vitality and competitiveness. Seventeenth PartyCongress clearly improve the capability of independent innovation and buildinginnovation-oriented country "slogan. Development of Chinese brands is critical toefforts to enhance corporate technology innovation capability. It is in this context thatled to thinking of building strategy based on the independent innovation of Chinesebrands.Build strategic research based on the independent innovation of Chinese brands，through the analysis of Chinese brand present situation and the reasons for theformation， compared to the Japanese automotive strong brand Honda， Toyota，Nissan road of independent innovation， on this basis to establish the independentinnovation of Chinese brands build strategy and strategic positioning， and appropriateresources system and the integration to build the implementation of the strategy ofindependent innovation and brand building and control system， the system includingthe brand environment， brand positioning management， brand design management，brand development， extension management， brand risk management， brandmaintenance and innovation management. The strategic system， strategic positioning，resource protection，the implementation of brand strategy and control，all three as oneof the independent innovation through every aspect of brand building strategy， the realbrand full of great vitality and sustained competitiveness.Do empirical analysis of the strong Japanese car brands， three car brands， Toyota，Nissan， Honda’s brand value， competitiveness and brand power， productivity data，as well as three brand innovation path obtained three car brands， a strong positivecorrelation between the independent innovation strategy. The two key success factors"strategic traction" and "system support".This paper made a technical contribution rate analysis of independent innovation of China’s automobile industry automotive brand building， to draw down nearly adecade of the2010data from the1999analysis， these independent brands rely on avariety of innovative ways to survive and grow up， But in the end are the independentinnovation.Independent innovation， makes its own brand sales and the proportionincreased year by year，driven by the production and sales of China’s auto market ranksfirst in the world.Own brand of patent applications also show an increasing trend， wecan see independent innovation achievements of China’s automobile industry issignificant， but has invested heavily!...