Study On Brand Innovation Strategy Of National Enterprise

With the world's knowledge economization, economic globalization and economic and trade rules internationalization, the brand is the centralized embodiment and the ultimate achievement of the enterprise's intellectual property in the era of knowledge-based economy. An enterprise doesn't have future without proprietary brand. Global every kind of industry's technical advantages and the knowledge superiority are converted into the brand superiority and the market competition advantage. All products of the modern enterprise production or providing service are materialized technology, patent, standard (technical standard) invention and design. All of the enterprise independent innovation or lawful use of technology, patent and standards support the brand, and finally reflect the quality the discretion of the performance of the products, which fully reflect the famous product's social reputation, market share and profitability.This paper fully elaborates the enterprise brand innovation method and its significant, analyzes the present situation of domestic enterprises brand innovation, and compares the domestic and the foreign and advances the basic framework and strategic implement measures to construct domestic enterprises'brand innovation strategy. The main conclusions of this paper include:(1) In the progradation process of China's intellectual property rights strategy, a group of independent brand enterprises are rising. On the whole, however, because of their late start and the low starting point, the brand innovation still has a large gap:the first gap in knowledge and concept; the second gap in the volume doss and quality; the third gap in strategy and management. This paper analyzes many reasons causing the gap.(2)On the basis of comparative study, the enlightenment from foreign enterprise brand innovation to us is as follows:the bind of technology, patent and standard is an important method; the product, brand and market are the starting point and result for enterprise brand innovation; enterprises should play the role of coordination, alliance and cooperation to develop new products; the industry-university-research cooperation and government support will benefit for the enterprise technology development and brand innovation. (3)This paper takes the enterprise brand innovation as the core, expounds the inner relation among the creation, use, protection and management of the enterprise intellectual property rights and enterprise brand innovation, puts forward the basic framework and content of enterprise brand innovation strategy by analyzing and organizing foreign enterprise brand innovative practices and successful experience.(4) This paper also puts forward that carrying out the measures of the brand innovation strategy should focus on collaborative strategy measures, cooperation strategic measures and comprehensive security strategic measures for the Chinese enterprises, mention duty and set tasks better put the enterprise brand innovation strategy into practice and effective implementation.