企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新的互動(dòng)關(guān)系研究

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摘 要
企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新是兩個(gè)具有內(nèi)在聯(lián)系的過(guò)程，正確把握兩者的互動(dòng)關(guān)系是合理地進(jìn)行技術(shù)創(chuàng)新和品牌創(chuàng)新的前提。本文首先從技術(shù)創(chuàng)新與品牌創(chuàng)新互動(dòng)關(guān)系的分析入手，提出技術(shù)創(chuàng)新是品牌創(chuàng)新的基礎(chǔ)、品牌創(chuàng)新是技術(shù)創(chuàng)新的有力保證、技術(shù)創(chuàng)新與品牌創(chuàng)新間具有互動(dòng)效應(yīng)。其次剖析了技術(shù)創(chuàng)新與品牌創(chuàng)新聯(lián)動(dòng)發(fā)展中存在的問(wèn)題，正是由于技術(shù)創(chuàng)新與品牌創(chuàng)新間產(chǎn)生錯(cuò)位、一味加強(qiáng)技術(shù)創(chuàng)新而忽視品牌創(chuàng)新、過(guò)于注重品牌創(chuàng)新而缺少相應(yīng)的技術(shù)創(chuàng)新這些問(wèn)題導(dǎo)致企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新無(wú)法聯(lián)動(dòng)。再次在分析企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新間現(xiàn)有問(wèn)題的基礎(chǔ)上，提出推進(jìn)兩者協(xié)調(diào)發(fā)展的對(duì)策建議，包括以強(qiáng)大的技術(shù)創(chuàng)新能力推動(dòng)企業(yè)的品牌創(chuàng)新、利用品牌創(chuàng)新優(yōu)勢(shì)拉動(dòng)企業(yè)的技術(shù)創(chuàng)新、以可持續(xù)發(fā)展為目標(biāo)適度進(jìn)行技術(shù)創(chuàng)新與品牌創(chuàng)新等。最后對(duì)娃哈哈集團(tuán)進(jìn)行案例分析，針對(duì)其技術(shù)創(chuàng)新與品牌創(chuàng)新間存在的問(wèn)題提出切實(shí)可行的解決措施，從其技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)調(diào)發(fā)展的成功經(jīng)驗(yàn)中獲得理論啟示，以期指導(dǎo)其它企業(yè)正確進(jìn)行技術(shù)創(chuàng)新與品牌創(chuàng)新實(shí)踐。

關(guān)鍵詞: 技術(shù)創(chuàng)新；品牌創(chuàng)新；互動(dòng)關(guān)系；協(xié)調(diào)發(fā)展

Research on the interaction between technological innovation and brand innovation
Abstract
Technology and brand innovation are two interrelated processes in company, so correctly grasping the interactive relationship between the two is a reasonable premise of technological and brand innovation. This paper, starting with the analysis of the relationship between technological and brand innovation,hold that technology innovation is the foundation of brand innovation, that brand innovation is the powerful guarantee of technological innovation,that there is an interactive effect between technology and brand innovation. Secondly, analyzing the problems of the linkage of technological and brand innovation, it is the dislocation, blindly to strengthen technological innovation and ignore the brand innovation, too much emphasis on brand innovation and lack of technical innovation that leads to the gap between technological and brand innovation.Thirdly, on the basis of the analysis of technology and brand innovation, this paper puts forward the countermeasures of coordinated development of technological and brand innovation, including make use of strong technical innovation ability to promote the brand innovation, take advantage of the superiority of brand innovation to promote technological innovation, consider sustainable development as the goal of technology and brand innovation. At last, in the analysis of Wahaha Group, aiming at the existing problems between technological and brand innovation, this paper puts forward feasible solving measures, obtains the successful experience of coordinated development of technology and brand innovation. In order to guide other enterprises to carry out the practice of technological and brand innovation correctly .

Key words: technological innovation；brand innovation；interaction；
coordinated development

目錄
1緒論 1
1.1研究背景 1
1.2研究意義 1
1.3文獻(xiàn)綜述 2
1.4研究?jī)?nèi)容與研究思路 4
1.4.1研究?jī)?nèi)容 4
1.4.2研究思路 4
2企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新的基礎(chǔ)理論概述 6
2.1技術(shù)創(chuàng)新的相關(guān)理論及其對(duì)本文的啟示 6
2.1.1技術(shù)創(chuàng)新的類(lèi)型 6
2.1.2技術(shù)創(chuàng)新的過(guò)程 6
2.1.3技術(shù)創(chuàng)新能力的評(píng)價(jià)指標(biāo) 7
2.1.4技術(shù)創(chuàng)新理論對(duì)本文的啟示 7
2.2品牌創(chuàng)新的相關(guān)理論及其對(duì)本文的啟示 8
2.2.1品牌競(jìng)爭(zhēng)力 8
2.2.2品牌創(chuàng)新的動(dòng)因 8
2.2.3品牌創(chuàng)新的策略 9
2.2.4品牌創(chuàng)新理論對(duì)本文的啟示 9
第三章 企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新間的互動(dòng)關(guān)系分析 9
3.1技術(shù)創(chuàng)新是品牌創(chuàng)新的基礎(chǔ) 9
3.1.1技術(shù)創(chuàng)新戰(zhàn)略決定品牌創(chuàng)新戰(zhàn)略 9
3.1.2技術(shù)創(chuàng)新成果影響品牌創(chuàng)新效果 10
3.1.3技術(shù)創(chuàng)新鏈為品牌創(chuàng)新提供著力點(diǎn) 11
3.1.4品牌創(chuàng)新要通過(guò)技術(shù)創(chuàng)新而體現(xiàn) 11
3.2品牌創(chuàng)新是技術(shù)創(chuàng)新的有力保證 12
3.2.1品牌競(jìng)爭(zhēng)力為技術(shù)創(chuàng)新?tīng)I(yíng)造良好環(huán)境 12
3.2.2品牌創(chuàng)新為技術(shù)創(chuàng)新提供物質(zhì)基礎(chǔ) 12
3.2.3品牌創(chuàng)新推動(dòng)技術(shù)創(chuàng)新進(jìn)程 13
3.2.4技術(shù)創(chuàng)新的成敗要通過(guò)品牌創(chuàng)新來(lái)檢驗(yàn) 13
3.3技術(shù)創(chuàng)新與品牌創(chuàng)新間具有互動(dòng)效應(yīng) 14
3.3.1技術(shù)創(chuàng)新與品牌創(chuàng)新間的乘數(shù)效應(yīng) 14
3.3.2技術(shù)創(chuàng)新與品牌創(chuàng)新間的耦合效應(yīng) 14
3.3.3技術(shù)創(chuàng)新與品牌創(chuàng)新間的互補(bǔ)效應(yīng) 15
第四章 企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新聯(lián)動(dòng)發(fā)展中存在的問(wèn)題分析 16
4.1企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新間產(chǎn)生錯(cuò)位 16
4.2企業(yè)技術(shù)創(chuàng)新能力較強(qiáng)但品牌創(chuàng)新發(fā)展滯后 17
4.3企業(yè)過(guò)于注重品牌創(chuàng)新而缺少相應(yīng)的技術(shù)創(chuàng)新 17
第五章 推進(jìn)企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)調(diào)發(fā)展的對(duì)策建議 18
5.1通過(guò)標(biāo)桿比較制定技術(shù)創(chuàng)新與品牌創(chuàng)新戰(zhàn)略 18
5.2統(tǒng)籌兼顧確保企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)同發(fā)展 18
5.3以強(qiáng)大的技術(shù)創(chuàng)新能力推動(dòng)企業(yè)的品牌創(chuàng)新 19
5.4利用品牌創(chuàng)新優(yōu)勢(shì)拉動(dòng)企業(yè)的技術(shù)創(chuàng)新 19
5.5以可持續(xù)發(fā)展為目標(biāo)適度進(jìn)行技術(shù)創(chuàng)新與品牌創(chuàng)新 20
第六章 案例分析——以娃哈哈集團(tuán)為例 20
6.1娃哈哈集團(tuán)簡(jiǎn)介 20
6.2娃哈哈集團(tuán)技術(shù)創(chuàng)新現(xiàn)狀 21
6.3娃哈哈集團(tuán)品牌創(chuàng)新現(xiàn)狀 22
6.4娃哈哈集團(tuán)技術(shù)創(chuàng)新與品牌創(chuàng)新間存在的問(wèn)題及其解決措施 22
6.5娃哈哈集團(tuán)技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)調(diào)發(fā)展的成功經(jīng)驗(yàn)及其啟示 23
結(jié)束語(yǔ) 25
參考文獻(xiàn) 26
致謝 28