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自主品牌竞争力是企业取得品牌竞争优势,抵御市场风险的关键因素,是我国进行自主创新、建设创新型国家的重要支撑。以创新文化环境为切入点,从价值链理论的视角,探究创新文化环境下自主品牌竞争力构建的作用机理和路径。研究结果表明:企业在创新文化环境驱动下,主要通过技术创新和市场创新的协同作用影响自主品牌竞争力的构建,从而使企业实现品牌价值,获得持续发展。
Independent brand competitiveness is the key factor for enterprises to gain brand competitive advantage and resist market risk and is an important support for our country to innovate independently and build an innovative country. From the perspective of value chain theory, this paper explores the mechanism and path of building brand competitiveness in an innovative and cultural environment with an innovative cultural environment as an entry point. The results show that: under the driving of innovation culture environment, enterprises mainly influence the construction of their own brand competitiveness through the synergetic effect of technological innovation and market innovation so that the enterprise can realize the brand value and achieve sustainable development.