【摘要】：品牌的輸出和競(jìng)爭(zhēng)是當(dāng)前國(guó)際競(jìng)爭(zhēng)的重要內(nèi)容,作為發(fā)展中國(guó)家,選取何種創(chuàng)新方式,提高自主品牌的競(jìng)爭(zhēng)優(yōu)勢(shì),實(shí)現(xiàn)自主品牌企業(yè)跨越式發(fā)展,是贏取國(guó)際競(jìng)爭(zhēng)地位的關(guān)鍵。 目前我國(guó)自主品牌的發(fā)展相對(duì)較弱,“引進(jìn)消化再吸收”維持性創(chuàng)新模式作為我國(guó)自主品牌長(zhǎng)期發(fā)展的主要手段,容易陷入“引進(jìn)陷阱”和“后發(fā)壁壘”效應(yīng),難以轉(zhuǎn)化為自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì),難以實(shí)現(xiàn)自主品牌跨越式發(fā)展的戰(zhàn)略目標(biāo)。破壞性創(chuàng)新理論作為一種非連續(xù)的技術(shù)或商業(yè)模式創(chuàng)新,通過(guò)低端破壞和新興市場(chǎng)等獨(dú)特價(jià)值進(jìn)入非主流市場(chǎng),建立起新的客戶價(jià)值結(jié)構(gòu),改變了行業(yè)既有的競(jìng)爭(zhēng)規(guī)則,破壞了在位企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)基礎(chǔ)。這為實(shí)現(xiàn)自主品牌跨越式發(fā)展的戰(zhàn)略目標(biāo),提供了一種新的途徑。 論文首先對(duì)破壞性創(chuàng)新理論、自主品牌及企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)有關(guān)理論進(jìn)行梳理和歸納,奠定了理論基礎(chǔ);進(jìn)一步從技術(shù)和商業(yè)層面分析了破壞性創(chuàng)新的形成機(jī)理,結(jié)合了自主品牌生態(tài)系統(tǒng)競(jìng)爭(zhēng)特性分析了自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)的來(lái)源機(jī)理;從技術(shù)和市場(chǎng)兩個(gè)層面探索自主品牌跨越式發(fā)展路徑。通過(guò)對(duì)比分析得出破壞性創(chuàng)新較維持性創(chuàng)新更有利于自主品牌企業(yè)實(shí)現(xiàn)技術(shù)跨越,藍(lán)海戰(zhàn)略新較紅海戰(zhàn)略更有利于自主品牌企業(yè)實(shí)現(xiàn)市場(chǎng)跨越�；谄茐男约夹g(shù)和藍(lán)海市場(chǎng)戰(zhàn)略有效整合的破壞性創(chuàng)新是自主品牌跨越式發(fā)展的路徑選擇。 在此基礎(chǔ)上將自主品牌的發(fā)展過(guò)程與破壞性創(chuàng)新的過(guò)程思路相融合,建立了基于破壞性創(chuàng)新的自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)的演化路徑。并提煉出不同階段自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)的表現(xiàn)內(nèi)涵,分析不同階段的企業(yè)內(nèi)部有效支撐破壞性創(chuàng)新能力的因素。并提出了“因素—能力—競(jìng)爭(zhēng)優(yōu)勢(shì)”理論模型框架,識(shí)別出關(guān)鍵影響因素,提出研究假設(shè)。進(jìn)行直接效應(yīng)和間接效應(yīng)的兩條路徑的對(duì)比分析。 在實(shí)證研究過(guò)程中,首先設(shè)計(jì)調(diào)查問(wèn)卷進(jìn)行實(shí)證分析,運(yùn)用SPSS統(tǒng)計(jì)方法對(duì)數(shù)據(jù)進(jìn)行預(yù)處理,對(duì)量表進(jìn)行信度和效度檢驗(yàn),確立結(jié)構(gòu)方程建模并進(jìn)行檢驗(yàn)解釋。結(jié)論顯示,企業(yè)家能力等支撐因素對(duì)自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)的直接效應(yīng)較小,而企業(yè)家能力等支撐因素在以破壞性創(chuàng)新能力的中介調(diào)節(jié)效應(yīng)下對(duì)自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)有很強(qiáng)的促進(jìn)作用,即破壞性創(chuàng)新能力有利于自主品牌競(jìng)爭(zhēng)優(yōu)勢(shì)的提升,驗(yàn)證了模型合理性,分析形成機(jī)理的關(guān)鍵因素。進(jìn)一步通過(guò)一汽自主品牌奔騰的破壞性創(chuàng)新演化路徑的實(shí)際案例驗(yàn)證結(jié)論,分析自主品牌發(fā)展的產(chǎn)業(yè)環(huán)境,探求自主品牌由企業(yè)向產(chǎn)業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)的躍遷。
[Abstract]:The export and competition of the brand is the important content of the current international competition. As a developing country, it is the key to win the international competitive position to select the innovative way to improve the competitive advantage of the independent brand and to realize the leapfrog development of the independent brand enterprise. At present, the development of independent brands in China is relatively weak. As the main means of long-term development of independent brands, the "import, digestion, reabsorption" maintenance innovation mode is easy to fall into the "introduction trap" and "late barrier" effect. It is difficult to turn it into competitive advantage of independent brand and to realize the strategic goal of leaping development of independent brand. As a kind of discontinuous technology or business model innovation, destructive innovation theory enters the non-mainstream market through the unique value of low-end destruction and emerging market, sets up a new customer value structure, and changes the existing competition rules of the industry. Destroyed the competitive advantage foundation of the incumbent enterprise. This provides a new way to realize the strategic goal of self-owned brand development by leaps and bounds. Firstly, the theory of destructive innovation, independent brand and competitive advantage of enterprises are summarized and summarized, which lays a theoretical foundation. The formation mechanism of destructive innovation is analyzed from the aspect of technology and business, and the origin mechanism of competitive advantage of independent brand is analyzed in combination with the competitive characteristics of independent brand ecosystem. Explore the development path of independent brand from two aspects of technology and market. Through comparative analysis, it is concluded that destructive innovation is more conducive to technological leapfrogging than sustained innovation, and blue sea strategy is more advantageous to independent brand enterprises to achieve market leapfrogging than Red Sea strategy. Destructive innovation based on destructive technology and effective integration of blue sea market strategy is the path choice for the leapfrog development of independent brand. On this basis, the development process of independent brand is combined with the thought of destructive innovation, and the evolution path of competitive advantage of independent brand based on destructive innovation is established. It also abstracts the performance connotation of competitive advantage of independent brand in different stages and analyzes the factors that effectively support the destructive innovation ability within enterprises in different stages. The theoretical framework of "factor-ability-competitive advantage" is put forward, the key influencing factors are identified, and the research hypotheses are put forward. A comparative analysis of the two paths of direct and indirect effects is carried out. In the process of empirical research, we first design a questionnaire for empirical analysis, use SPSS statistical method to pre-process the data, test the reliability and validity of the scale, and establish the structural equation model and test interpretation. The conclusion shows that the direct effect of entrepreneurial ability and other supporting factors on the competitive advantage of independent brand is relatively small. The entrepreneurial ability and other supporting factors have a strong role in promoting the competitive advantage of the independent brand under the intermediary adjustment effect of destructive innovation ability, that is, the destructive innovation ability is conducive to the promotion of the competitive advantage of the independent brand. The rationality of the model is verified and the key factors of formation mechanism are analyzed. Further through the actual case verification of the path of destructive innovation evolution of FAW's own brand, this paper analyzes the industrial environment of the development of independent brand, and explores the transition of independent brand from enterprise to industrial competitive advantage.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F273.2

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本文編號(hào)：2407549