现代市场经济条件下企业竞争的核心内容在经历了资金、技术、信息等不同阶段后,已经进入了品牌竞争时代,品牌已经成为全球经济界瞩目的焦点。品牌创新,实质就是赋予品牌要素以创造价值的新能力的行为,即通过技术、质量、商业模式和企业文化创新,增强品牌生命力。早在1912年,奥地利经济学家熊彼德(J.A.Schumpeter)在他的《经济发展理论》一书中就提出了 Under the condition of modern market economy, the core of enterprise competition has entered the era of brand competition after going through different stages such as capital, technology and information. The brand has become the focus of the global economic community. Brand innovation, in essence, is the act of giving new capabilities to brand elements to create value, that is, enhancing brand vitality through technology, quality, business model and corporate culture innovation. As early as 1912, the Austrian economist J. A. Schumpeter proposed in his book Economic Development Theories