自主创新的品牌经济学研究

科技开发不是自主创新的目的，而是创建品牌的手段。只有创建新的品类级品牌，我国才能在过剩的市场竞争中摆脱价格竞争，进入良性循环。为此，本文对品牌的经济学属性进行了理论分析，认为在价格一定的情况下，通过提高品牌品类度，采取精确的品牌策略，厂商不仅可以获得盈利的短期均衡，而且可以获得持久的长期均衡。而要提高品类度，关键是采取与对手品牌所在品类相反的分异方向，这就需要在自主创新战略中．实施以品牌品类创新为导向的品牌工程．

Brand Economics Research of Independent Innovation

This paper fugures that research and development(R&D)is a way of creating brands other than a purpose of independent innovation,and besides,only by creating new category-level brands can China excludes price competition and get access to benign circulation in current superfluous-market competition.Consequently,this paper theoretically analyzes the economic attributes of the brand,and points out that when price is fixed,firms can reach both the short-term equilibria and the permanent long-run equilibria by upgrading the brand category-level and taking precise brand strategies.And,further,the key to upgrading the brand category level is,choosing the dissimilar orientation contrary to the rivals' brand category,which demands an innovation-oriented brand engineering of brand category when taking independent innovation strategies.