品牌竞争力对于中国企业自主品牌出口决策的影响研究

Research on Influence of Brand Competitiveness on Independent Brand Export Decision-making of Chinese Enterprises

本文作者采用广交会问卷调查的企业层面实际数据,构建以"品牌基础竞争力""品牌市场竞争力""品牌财务竞争力""品牌发展竞争力"和"品牌国际竞争力"五大影响因素为核心的离散选择模型,探究影响企业自主品牌出口决策的关键因素。研究结果显示,品牌发展竞争力项下的品牌创新力是促使企业选择自主品牌出口可能性增加的关键因素。在此基础上,作者通过案例说明品牌创新力的提升有助于增加自主知识产权控制量,提升出口产品附加值,并建议面临自主品牌出口抉择的企业关注品牌竞争力五大维度的应用价值,抓住自主创新关键因素以实现品牌直接创新和间接创新,通过创立新自主品牌、对现有自主品牌再开发等方式实现高附加值的自主品牌出口。

Based on the enterprises questionnaire survey data from the China Import and Export Fair, this paper constructs a Logit model focused on brand competitiveness with the flowing five influence indicators, brand basic competitiveness, brand market competitiveness, brand financial competitiveness, brand development competitiveness and brand international competitiveness, to explore the key factors that influence the export decision-making of enterprises＇ independent brands. Results show that the brand innovation ability is the key factor that prompts the enterprise to choose exportation of the product with independent brand. By illustrating cases, this paper demonstrates that promotion of brand inno- vation can help to increase the controlling quantity of independent intellectual property and improve the added value of export products. This paper also suggests that enterprises engaging in making decisions on exportation of independent brand should pay close attention to the application value of the five dimensions of brand competitiveness and seize the opportunities of cultivating independent innovation ability in order to realize the direct and indirect brand innovation, and finally improve export of the high value-added products with independent brands by creating new independent brands, re-developing the existing independent brands and other ways.