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

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摘 要
企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新是兩個具有內(nèi)在聯(lián)系的過程，正確把握兩者的互動關(guān)系是合理地進行技術(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)新間具有互動效應(yīng)。其次剖析了技術(shù)創(chuàng)新與品牌創(chuàng)新聯(lián)動發(fā)展中存在的問題，正是由于技術(shù)創(chuàng)新與品牌創(chuàng)新間產(chǎn)生錯位、一味加強技術(shù)創(chuàng)新而忽視品牌創(chuàng)新、過于注重品牌創(chuàng)新而缺少相應(yīng)的技術(shù)創(chuàng)新這些問題導(dǎo)致企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新無法聯(lián)動。再次在分析企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新間現(xiàn)有問題的基礎(chǔ)上，提出推進兩者協(xié)調(diào)發(fā)展的對策建議，包括以強大的技術(shù)創(chuàng)新能力推動企業(yè)的品牌創(chuàng)新、利用品牌創(chuàng)新優(yōu)勢拉動企業(yè)的技術(shù)創(chuàng)新、以可持續(xù)發(fā)展為目標(biāo)適度進行技術(shù)創(chuàng)新與品牌創(chuàng)新等。最后對娃哈哈集團進行案例分析，針對其技術(shù)創(chuàng)新與品牌創(chuàng)新間存在的問題提出切實可行的解決措施，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)驗中獲得理論啟示，以期指導(dǎo)其它企業(yè)正確進行技術(shù)創(chuàng)新與品牌創(chuàng)新實踐。

關(guān)鍵詞: 技術(shù)創(chuàng)新；品牌創(chuàng)新；互動關(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文獻綜述 2
1.4研究內(nèi)容與研究思路 4
1.4.1研究內(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)理論及其對本文的啟示 6
2.1.1技術(shù)創(chuàng)新的類型 6
2.1.2技術(shù)創(chuàng)新的過程 6
2.1.3技術(shù)創(chuàng)新能力的評價指標(biāo) 7
2.1.4技術(shù)創(chuàng)新理論對本文的啟示 7
2.2品牌創(chuàng)新的相關(guān)理論及其對本文的啟示 8
2.2.1品牌競爭力 8
2.2.2品牌創(chuàng)新的動因 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 11
3.1.4品牌創(chuàng)新要通過技術(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品牌競爭力為技術(shù)創(chuàng)新營造良好環(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)新推動技術(shù)創(chuàng)新進程 13
3.2.4技術(shù)創(chuàng)新的成敗要通過品牌創(chuàng)新來檢驗 13
3.3技術(shù)創(chuàng)新與品牌創(chuàng)新間具有互動效應(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)動發(fā)展中存在的問題分析 16
4.1企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新間產(chǎn)生錯位 16
4.2企業(yè)技術(shù)創(chuàng)新能力較強但品牌創(chuàng)新發(fā)展滯后 17
4.3企業(yè)過于注重品牌創(chuàng)新而缺少相應(yīng)的技術(shù)創(chuàng)新 17
第五章 推進企業(yè)技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)調(diào)發(fā)展的對策建議 18
5.1通過標(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以強大的技術(shù)創(chuàng)新能力推動企業(yè)的品牌創(chuàng)新 19
5.4利用品牌創(chuàng)新優(yōu)勢拉動企業(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——以娃哈哈集團為例 20
6.1娃哈哈集團簡介 20
6.2娃哈哈集團技術(shù)創(chuàng)新現(xiàn)狀 21
6.3娃哈哈集團品牌創(chuàng)新現(xiàn)狀 22
6.4娃哈哈集團技術(shù)創(chuàng)新與品牌創(chuàng)新間存在的問題及其解決措施 22
6.5娃哈哈集團技術(shù)創(chuàng)新與品牌創(chuàng)新協(xié)調(diào)發(fā)展的成功經(jīng)驗及其啟示 23
結(jié)束語 25
參考文獻 26
致謝 28