Research On The Relationship Of R&D Intensity And Proprietary Intellectual Property Rights Brand Equity

In the era of severe market competition,the enterprise's core competence has been increasingly associated with proprietary intellectual property rights and corporate brand.But many small and medium-sized enterprises in China are lack of the ability of independent innovation and independent intellectual property rights,brand cultivation,as a result they lack of brand competitiveness.More and more domestic scholars study about the conception of proprietary intellectual property rights brand and influence factors.Under this background,the paper analyzes the conception of proprietary intellectual property rights brand and influence factors.In a point of intellectual property rights autonomy,through empirical analysis to explore the affection of R&D intensity on brand equity,with the patent output as an intermediary variable.Based on relevant literature,the paper summarized the conception of proprietary intellectual property rights brand: Enterprise has own research and development team,equipment and a certain number of research and development spending.Through independent research and development to get core technology such as patents,has its own brand,including brand identity,image and so on.The enterprise has its own sales channels and networks,and finally has control over the financial value of the product and strategic development value.The paper divided the influence factors of proprietary intellectual property rights brand generating into four categories: the external macro and micro environment and resources and capacity of the enterprise.By issuing structured questionnaires and collecting financial data,this paper put forward 12 hypotheses.Through correlation analysis and regression analysis by SPSS to do the empirical research.The conclusion is that the brand awareness of quality and brand loyalty is related to capital intensity of R&D,and the effect on loyalty coefficient is greater than the effect coefficient of cognitive quality;The R&D intensity had positive effect on patent quantity;patent quantity had positive effect on the brand awareness of quality and brand loyalty,and the effect on loyalty coefficient is greater than the effect coefficient of cognitive quality;patent quantity played a completely intermediation role between them.In the end,it analyzes the problems in brand building of the domestic enterprise and put forward some advices: to improve the capital intensity of R&D;to make full use and maintain the independent intellectual property rights;to develop the performance of R&D personnel and set up a systematic conception.From the point of the external environment the paper suggests the government,financial institutions and intermediary services should cooperate with the enterprise to support them with proprietary intellectual property rights brand construction work.