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基于破坏性创新的自主品牌跨越式发展问题研究

发布时间:2019-01-12 08:12  文章来源:笔耕文化传播
【摘要】:品牌的输出和竞争是当前国际竞争的重要内容,作为发展中国家,选取何种创新方式,提高自主品牌的竞争优势,实现自主品牌企业跨越式发展,是赢取国际竞争地位的关键。 目前我国自主品牌的发展相对较弱,“引进消化再吸收”维持性创新模式作为我国自主品牌长期发展的主要手段,容易陷入“引进陷阱”和“后发壁垒”效应,难以转化为自主品牌竞争优势,难以实现自主品牌跨越式发展的战略目标。破坏性创新理论作为一种非连续的技术或商业模式创新,通过低端破坏和新兴市场等独特价值进入非主流市场,建立起新的客户价值结构,改变了行业既有的竞争规则,破坏了在位企业的竞争优势基础。这为实现自主品牌跨越式发展的战略目标,提供了一种新的途径。 论文首先对破坏性创新理论、自主品牌及企业竞争优势有关理论进行梳理和归纳,奠定了理论基础;进一步从技术和商业层面分析了破坏性创新的形成机理,结合了自主品牌生态系统竞争特性分析了自主品牌竞争优势的来源机理;从技术和市场两个层面探索自主品牌跨越式发展路径。通过对比分析得出破坏性创新较维持性创新更有利于自主品牌企业实现技术跨越,蓝海战略新较红海战略更有利于自主品牌企业实现市场跨越。基于破坏性技术和蓝海市场战略有效整合的破坏性创新是自主品牌跨越式发展的路径选择。 在此基础上将自主品牌的发展过程与破坏性创新的过程思路相融合,建立了基于破坏性创新的自主品牌竞争优势的演化路径。并提炼出不同阶段自主品牌竞争优势的表现内涵,分析不同阶段的企业内部有效支撑破坏性创新能力的因素。并提出了“因素—能力—竞争优势”理论模型框架,识别出关键影响因素,提出研究假设。进行直接效应和间接效应的两条路径的对比分析。 在实证研究过程中,首先设计调查问卷进行实证分析,运用SPSS统计方法对数据进行预处理,对量表进行信度和效度检验,确立结构方程建模并进行检验解释。结论显示,企业家能力等支撑因素对自主品牌竞争优势的直接效应较小,而企业家能力等支撑因素在以破坏性创新能力的中介调节效应下对自主品牌竞争优势有很强的促进作用,即破坏性创新能力有利于自主品牌竞争优势的提升,验证了模型合理性,分析形成机理的关键因素。进一步通过一汽自主品牌奔腾的破坏性创新演化路径的实际案例验证结论,分析自主品牌发展的产业环境,探求自主品牌由企业向产业竞争优势的跃迁。
[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.
【学位授予单位】:天津大学
【学位级别】:博士
【学位授予年份】:2010
【分类号】:F273.2

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