提高我国高新技术企业品牌资产价值策略研究

本文认为,高新技术企业的竞争不仅包括产品和资本的竞争,更重要的是无形资产尤其是品牌资产的竞争。我国高新技术企业提升品牌资产价值的主要途径,一是加强与大专院校、科研院所的合作,向国外先进企业购买专利与专有技术,提高企业的研发与创新能力;二是有效地利用各种融资渠道,提高企业融资能力;三是通过提高员工待遇实现高效知识管理;四是注重品牌内涵建设与品牌保护;五是肩负起支持国家实现可持续发展的社会责任,充分挖掘现有无形资产的潜力,不断开发、创造新的无形资产,实现品牌资产价值增值。

The Strategic Research of Improving Brand Equity in Chinese Hi-tech Enterprises

The competition content of Hi-tech enterprises not only includes the product and capital competition,but also includes the invisible assets competition,especially brand equity competition.The author discusses why Chinese Hi-tech enterprises always has lower brand equity,and designs the proper strategies for Chinese Hi-tech enterprises to improve their brand equity value,such as cooperating with colleges and academic institutions,taking advantage of various financing channels,realizing efficient knowledge management,and paying attention to brand intrinsic value and brand protection.