品牌竞争力视角下扶持中小企业自主品牌成长的政策工具研究

The Research on Policy Tools of Accelerating the Growth of SME Own Brand Based on Brand Competitiveness Theory:An Empirical Analysis of Brand Competitiveness PLS-SEM Model

我国中小企业通过贴牌生产等方式嵌入全球价值链的制造环节,虽提升了产品制造能力,但却因自主创新能力的缺失陷入"俘获式"成长困境,亟需政府的政策扶持。鉴于此,本文运用品牌竞争力理论,探寻了中小企业自主品牌成长的驱动力;并运用政策工具理论,分析了政策工具对中小企业自主品牌成长的作用机制,即供给推动政策的品牌竞争力推动机制,环境塑造政策的品牌竞争力塑造机制,以及需求拉动政策的品牌竞争力拉动机制。基于此,本文运用基于PLS的SEM模型进行了实证分析,并针对我国中小企业自主品牌成长困境,从供给推动、环境支撑及需求拉动等方面提出了政策建议,旨在提升我国中小企业自主品牌成长的核心驱动力,加快我国中小企业自主品牌的成长。

By embedding of SMEs in global value chains through OEM,although improved manufacturing capability,their limited independent innovation capability has led the brand into a'capture-type'growth difficulties,which needs government support. In view of this,this paper uses policy instruments,brand competitiveness theory analyses the driving force for the growth of SMEs in its own brand,and to explore the mechanism of government policy tools to SMEs to grow their own brands,namely promoting mechanisms of brand competitiveness of supply policy,shaping mechanisms of brand competitiveness of environmental policy and stimulating mechanism of brand competitiveness of demand policy. Based on this,this paper carries out an empirical analysis based on PLSSEM model. Further,contrary to difficulties of the growth of SMEs own brand,this paper proposes policy recommendations from supply driving,environmental support and demand-pull,aimed at enhancing the growth of the core driving force of SMEs own brand to accelerate the growth of SMEs in its own brand.