Research On The Growth Mechanism Of Proprietary Intellectual Property Rights Brand Driven By Entrepreneurship

In the fierce market competition,the brand is an important strategic resource for enterprises to resist market risks and to seek competitive advantage,and it is an important focus of building an innovative country.There are serious defects in current development of Chinese brand.Many companies become the contract manufacturer for the world's leading brands.Chinese companies lack R & D ability and independent innovation.We must cultivate a number of proprietary intellectual property rights brand in order to adhere to the path of independent innovation with Chinese characteristics.The current research of proprietary intellectual property rights brand mainly limited to explore its connotation,formation mechanism and growth path.The research ignores exploring the source motive force which can promote the growth of brand.In other words,it ignores that entrepreneurial spirit plays an important role in the development of proprietary intellectual property rights brand.Based on the above background,combining entrepreneurship with proprietary intellectual property rights brand and taking entrepreneurship as the starting point,this paper constructs the conceptual model of proprietary intellectual property rights brand growth mechanism which is driven by entrepreneurship.It is verified by the example of Xiaomi Technology Co.Ltd.Firstly,the paper reviews the related research literatures on entrepreneurship,brand assets and proprietary intellectual property rights brand and the research status of proprietary intellectual property rights brand are discussed.Secondly,this paper discusses the relationship between entrepreneurship and innovation of business model as well as organizational structure reform,and proposes two groups of waiting proposition about proprietary intellectual property rights brand growth which is driven by entrepreneurship.Then,this paper proves the proposition with the case of Xiaomi Technology Co.Ltd based on the analysis about its innovation on product development mode,sales mode,brand development mode and organization structure.The results show that entrepreneur with entrepreneurship can improve the popularity,fine reputation and loyalty of proprietary intellectual property rights brand by means of radical business model innovation.In the meantime,they can also deviate from existing organization structure paradigm and enhance the company's capability in product development,marketing,general management which will improve the potential competitiveness of proprietary intellectual property rights brand in the end.According to research conclusions,the paper proposes management measures from three levels: the enterprise,outside the enterprise and entrepreneurs.It can ensure that entrepreneurship can play its role in the proprietary intellectual property rights brand building process and accelerate the pace of proprietary intellectual property rights brand going global.