自主创新的品牌经济学研究

Brand Economics Research of Independent Innovation

科技开发不是自主创新的目的,而是创建品牌的手段。只有创建新的品类级品牌,我国才能在过剩的市场竞争中摆脱价格竞争,进入良性循环。为此,本文对品牌的经济学属性进行了理论分析,认为在价格一定的情况下,通过提高品牌品类度,采取精确的品牌策略,厂商不仅可以获得盈利的短期均衡,而且可以获得持久的长期均衡。而要提高品类度,关键是采取与对手品牌所在品类相反的分异方向,这就需要在自主创新战略中,实施以品牌品类创新为导向的品牌工程。

This paper fugures that research and development （R＆D）is a way of creating brands other than a purpose of independent innovation ,and besides ,only by creating new category-level brands can China excludes price competition and get access to benign circulation in current superfluous-market competition. Consequently,this paper theoretically analyzes the economic attributes of the brand,and points out that when price is fixed,in＇ms can reach both the short-term equilibria and the permanent long-run equilibria by upgrading the brand category-level and taking precise brand strategies. And,further,the key to upgrading the brand category level is,choosing the dissimilar orientation contrary to the rivals＇ brand category,which demands an innovation-oriented brand engineering of brand category when taking independent innovation strategies.