企业能力对企业自主品牌升级的影响研究——基于广东省制造业企业的调查分析

The Effect of Firms' Competence on the Upgrading of Self-owned Brand:A Study Based on the Questionnaire Analysis of Guangdong's Manufacturing Firms

自主品牌升级是企业升级的高级形式。能力建设是企业升级的必要条件,其中,网络能力决定了企业对外部知识的获取能力,技术能力决定了企业外部知识与内部知识相融合并创造新知识的效果,营销能力则决定了企业捕捉市场需求、建设销售渠道、运营品牌的水平。通过对广东省制造业企业的实证研究,揭示了企业网络能力、技术能力与营销能力的相互作用,以及这三种能力在企业自主品牌升级过程中的作用机理。研究发现,国内市场自主品牌升级和国外市场自主品牌升级需要的能力存在差异。

The self-owned brand upgrading is an advanced form of enterprise upgrading. It is necessary to analyze the upgrading of self-owned brand from both the domestic and foreign markets. Capacity building provides essential condition for enterprises' upgrading. The competence of network determines enterprise's ability to get the external knowledge. Technological capability determines the integration performance of enterprises' internal knowledge and external knowledge,and the performance of new knowledge creation.Marketing capability determines the level of the enterprises to capture the market demand,build the sales channels,and operate the brands. According to the empirical study on manufacturing enterprises in Guangdong. The conclusion reveals the interaction mechanism among network competence,technological capability and marketing capability,and three kinds of capability bring promoting influences on the enterprise's selfowned brand upgrading.