Research On The Competitiveness Of Proprietary Intellectual Property Rights Brand Influenced By R&D Intensity

In the era of competition in the market,the brand is the enterprise strategic resource for the sake of competitive advantage,resisting the market risk,which is an important focus of building an innovative country.At present,the developed countries control the global more than 90% of the well-known brand ownership,access to the monopoly on both ends of the industrial chain,and master the dominance of industrial development.However,many Chinese companies only foreign brands acting processing factory,without their own intellectual property rights,which is very bad for the brand construction.Mainly for the following three points:First of all,many brands lack independent core technology,and this kind of phenomenon is called "brand calcium".Secondly,the brand life cycle is shorter,and "shooting star" brand phenomenon emerge in endlessly.Thirdly,many foreign brand monopoly core industry market,leading to "brand hollow".In conclusion,the reason why our country enterprise brands in the creation and operation have appeared the phenomenon of "involuntary" is that they fail to cognitive correctly the independent intellectual property brand strategic value and convert science and technology input into the independent intellectual property rights of the brand competition advantage.Therefore,converting the pattern of economic growth,regulating the industrial structure,adding more investment to the science and technology,and cultivating brands with independent intellectual property rights become inevitable choice.Based on the theory of brand competitiveness,from the potential competitiveness and dominant competitiveness respectively,this paper explores the R&D intensity to the influence of the independent intellectual property brand competitiveness.On the one hand,in view of the potential competitiveness,the paper selects the electronic information industry companies listed on the growth enterprise market as samples.By collecting enterprise annual report data and using the statistical software,this paper explores whether R&D intensity has an effect on R&D innovation ability,production ability and market innovation ability of proprietary intellectual property rights brand.Studies have shown that R&D intensity has a certain influence on R&D innovation ability and market innovation ability,but has no significant impact on production and manufacturing capacity.In the dominant competitiveness aspect,based on the analysis of the existing literature at home and abroad,this paper puts forward the "R&D Intensity—Potential Competitiveness — Customer Perceived Value — DominantCompetitiveness—Market Transformation—R&D " cycle model,thus concluding that R&D intensity has an indirect effect on dominant competitiveness through the transformation of potential competitiveness.Finally,on account of the existing problems in the development of brand in our country,this paper puts forward the following countermeasures to promote the development of the independent intellectual property rights brand in our country:First of all,we should add more investment to science and technology to improve the management ability of proprietary intellectual property rights brand.Secondly,we should build internal support and the external power operation systems of intellectual property rights brand.Finally,we should improve enterprise collaborative management ability and promote the transformation of intellectual property to market.