The Innovation Strategy of Automotive Independent Brand under Opening Condition ——Case Study of Brilliance Innovation Management
Facing the current condition of rapid growth and less innovation of China automotive industry, its a important task for the whole industry that how to promote the independent innovation capacity and core competitive capacity.Therefore, the case study of Brilliance group innovation management provides the initial experience of China automotive independent brand innovation under the opening condition. Thats the opening and dumbbell automotive independent brand innovation strategy based on the two cores of independent research & development and market exploitation: the opening core is independent research & development, utilizing technological strength from home and abroad, being the technology basis to support brand innovation; the closing core is market exploitation making use of marketing channel from home and abroad in order to realize the commercial value of brand innovation; the middle axes connecting the two cores is the supply chain of out-sourced parts encircling the complete-vehicle manufacture and controlled by independent intellectual property. During the process of advancing independent brand innovation management, its necessary to carry out the enterprise culture innovation and system innovation so as to make the brand innovation concept rooted in the unique enterprise innovation culture. The new model of Zhonghua brand of Brilliance Auto has achieved initial success in domestic and European markets, which shows the vitality of independent brand innovation strategy.
Independent Brand Innovation Strategy Innovation Management Innovation Culture Automotive Industry Brilliance Group
QIN Li DONG Feng LIU Zeyuan
Brilliance Automotive Holdings Co. Ltd., Shenyang, China Center for Development Studies on 21st Century , Dalian University of Technology, Dalian, China
国际会议
The Fifth InternationalSymposium on Management of Technology(ISMOT07)(第五届技术与创新管理国际研讨会)
杭州
英文
166-172
2007-06-01（万方平台首次上网日期，不代表论文的发表时间）