The Building Of Own-brand Competitiveness Under Innovation Environment

With the development of economy,market competition has gradually turned the product competition,price competition to brand competition.As a labor-intensive developing country,China owns the low value in the industrial chain of the "smile curve",so China is facing the plight of full manufacturing power and lack of creativity.Therefore,own-brand competitiveness is the key factor to achieve brand competitive advantage and withstand market risks.From the point of value chain theory,this thesis explores the path mechanism to build its own brand competitiveness based on technological innovation and market innovation levels.It reviews the domestic and foreign literature on innovation culture,independent brand and brand competitiveness,and discourses the research status of own brand,two key ways to enhance brand competitiveness from the perspective of value chain.Secondly,through literature research,the thesis combines the relationship between innovation culture and technological innovation and market innovation,and points out that the enterprises enhance the competitiveness of their own brands mainly through technological innovation and market innovation.The research indicates that the innovation culture environment has a positive impact on the competitiveness of the own brand products through the technological innovation and the market innovation.According to the conclusion of the study,the thesis puts forward management countermeasures from the inside and outside of the enterprise to guarantee the innovation culture and independent innovation ability in the background of constructing the innovation country.The result shows that the synergism between technological innovation and market innovation have positive impact on the building of own-brand competitiveness driven by innovation culture,then enterprises achieve brand value and pursue sustainable development.