陕西自主品牌创新能力评价研究

发布时间：2018-08-06 14:01

【摘要】： 在经济全球化、国际竞争激烈化的新形式下,自主品牌的培育与发展已成为提升国际竞争力的重要战略措施。自主创新是品牌竞争力的核心,而自主品牌创新能力是自主创新能力的集中体现和标志,是对自主品牌创新现象的本质说明和阐释。同时,自主品牌创新能力还是提升企业自主品牌竞争力最根本、最可靠的能力。对自主品牌创新能力的研究正是对这一战略措施的具体实施,因此选择对陕西企业自主品牌创新能力评价的研究具有较为深刻的现实意义。本研究从企业的角度出发,以陕西自主品牌为研究对象,在系统梳理国内外学者有关品牌理论、创新理论、自主品牌创新能力理论等研究成果的基础上,结合陕西经济发展状况以及陕西自主品牌的实际,针对陕西自主品牌创新能力评价进行了较为深入的研究。首先,从自主品牌的研发、生产和市场营销等角度出发,总结归纳出了企业自主品牌创新能力的主要要素。然后通过对关键要素的分析和识别,确定了自主品牌创新能力评价指标体系,运用专家判断法和层次分析法相结合的方法确定了权重系数,并结合模糊综合评价法构建了自主品牌创新能力评价模型,选取了有代表性的陕西自主品牌,在问卷调查的基础上,进一步对自主品牌创新能力进行了分析和评价研究。最后,还根据论文研究提出了陕西自主品牌创新能力提升的架构,为提升陕西自主品牌创新能力提供了对策建议。本文分析了自主品牌创新能力形成的关键要素,从自主品牌创新的技术能力、人才能力、资金能力、市场能力、管理能力、竞争能力、运作能力和支持能力等八个维度构建了自主品牌创新能力评价指标体系和评价模型,并分析了自主品牌创新能力评价结果的行业差异和名牌级别差异等,希望能对陕西企业自主品牌创新能力评价、品牌建设和能力提升方面有所帮助。
[Abstract]:In the new form of economic globalization and intense international competition, the cultivation and development of independent brands has become an important strategic measure to enhance international competitiveness. Independent innovation is the core of brand competitiveness, and independent brand innovation ability is the concentrated embodiment and symbol of independent innovation ability, and the essence of independent brand innovation phenomenon is explained and explained. At the same time, the innovation ability of independent brand is the most fundamental and reliable ability to enhance the competitiveness of independent brand. The research on the innovation ability of independent brand is the concrete implementation of this strategic measure, so it is of great practical significance to choose the evaluation of independent brand innovation ability of Shaanxi enterprises. From the angle of enterprise, this study takes Shaanxi autonomous brand as the research object, and systematically combs the research results of domestic and foreign scholars on brand theory, innovation theory, independent brand innovation ability theory and so on. Combined with Shaanxi's economic development and the reality of Shaanxi's independent brand, the evaluation of Shaanxi's independent brand's innovation ability is studied deeply. First of all, from the perspective of R & D, production and marketing of independent brand, the main factors of innovation ability of independent brand are summarized. Then through the analysis and identification of the key elements, the evaluation index system of independent brand innovation ability is determined, and the weight coefficient is determined by the combination of expert judgment method and analytic hierarchy process method. Combined with the fuzzy comprehensive evaluation method, this paper constructs the evaluation model of independent brand innovation ability, selects the representative independent brand in Shaanxi province, and further analyzes and evaluates the independent brand innovation ability on the basis of questionnaire investigation. Finally, according to the research of the thesis, the paper puts forward the framework of promoting Shaanxi independent brand innovation ability, which provides countermeasures and suggestions for promoting Shaanxi independent brand innovation ability. This paper analyzes the key elements of the formation of independent brand innovation ability, from the technical ability, talent ability, capital ability, market ability, management ability, competitive ability of independent brand innovation. The evaluation index system and evaluation model of independent brand innovation ability are established in eight dimensions, such as operation ability and support ability, and the industry difference and famous brand level difference of evaluation result of independent brand innovation ability are analyzed. Hope to be able to Shaanxi enterprises independent brand innovation ability evaluation, brand building and capacity enhancement.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F279.27

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