基于品牌创新理念下的新疆民营企业发展路径探析

Research on Development Paths of Xinjiang Private Enterprises——Based on brand initiative ideas

在经济新常态下,品牌创新理念是民营企业生存和可持续发展的根本动力。本文以品牌创新理念为视角,探讨新的竞争和制度环境对民营企业创新理念的影响,并以新疆100强民企为实证,为民营企业品牌化经营提供一些有借鉴意义的发展路径和模式。此外,该研究说明,为提升民营企业的品牌创新理念,不仅要关注企业外部市场环境,以及企业内部的社会资本和人力资本,同时还应关注深厚的文化根基来合理提升产品自身品牌价值,将品牌做到可持续性发展。

Under the new normal economy,the brand innovative concept will be the fundamental driving force for the survival and sustainable development of the private enterprises. In this paper,from the perspective of brand innovation,to investigate the effects of competition and the new institutional environment for private enterprise innovation the paper takes 100 private enterprises in Xinjiang as an example,and provide some references development path and model for the private enterprise brand management. In addition,the study shows that the ways of enhancing brand＇s competitiveness of private enterprises,we should not only focus on the external market environment as well as internal social and human capital,but also attach importance to profound cultural foundation for promote their product＇s brand value,and will be dedicated to perseverance development of the national brand.