第I页关于企业品牌创新问题的研究摘要企业发展的根源是企业品牌的发展，伴随着经济全球化、网络化趋势的日益明显和竞争的日益激烈，企业只有不断进行创新才能发展，企业品牌发展的制约因素来源于企业本身机制管理、企业技术优势、企业人才的引入、把握市场动态发展趋势、品牌的管理以及消费者情感的沟通，对企业来讲，同类品牌层出不穷，新品牌的不断上市，市场竞争的不断加剧，能否成功地进行制度创新已经成为企业成败的关键。在制度上创造一种新的土壤，才能使技术创新、市场创新、品牌的创新有效进行，科学技术是第一生产力，品牌的进步是技术进步的最终结果，能够获得消费者信赖度的品牌是企业市场创新、产品创新、技术创新成功的最佳证明，也是企业制度和机制创新、管理创新的成功体现，只有把这些因素加以整合才能使品牌在市场上历久弥新。关键字：品牌；品牌创新；市场创新；创意Aboutenterprisebrandinnovationquestionresearch第II页AbstractEnterprisedevelopment'srootistheenterprisebranddevelopment,followstheeconomicglobalization,thenetworktendencytobedaybydayobviousandthecompetitiondaybydayintense,theenterpriseonlythencarriesontheinnovationtobeableunceasinglytodevelop,becausetheenterprisebranddevelopment'srestrictionusuallystemmedfromtheenterpriseitselfmechanismmanagement,theenterprisetechnicalsuperiority,theenterprisetalentedperson'sintroduction,theassurancemarketdynamictrendofdevelopment,thebrandmanagementaswellastheconsumeremotioncommunication,saystotheenterprise,thesimilarbrandemergesoneafteranotherincessantly,newbrand'sunceasinggoingonthemarket,didmarketcompetition'sunceasingaggravating,whethercarryontheinstitutionalinnovationsalreadytobecometheenterprisesuccess'sorfailure'skeysuccessfully.Createsonekindofinnovationinthesystemthesoil,canthetechnologicalinnovation,themarketinnovation,brandcreativityinnovationeffectiveadvance,thescienceandtechnologybethefirstproductiveforces,thebrandprogressisthetechnologyadvancementfinaloutcome,canobtaintheconsumerfaithbrandistheenterprisemarketinnovation,thecreativityinnovation,technologicalinnovationthesuccessfulbestproof,isalsotheenterprisesystemandthemechanisminnovationsuccessmanifests,onlythenperformsthesefactorstheconformitytobeabletocausethebrandinthemarketthecalendarlongmorenew.Keyword:Brand;Brandinnovation;Marketinnovation;Creativity目录一、绪论..........................................................................................................................1第III页（一）课题背景及目的............................................................................................1（二）国内外研究状况............................................................................................1（三）课题研究方法................................................................................................2（四）研究内容........................................................................................................2二、品牌的定义..............................................................................................................3（一）品牌是一种符号标志....................................................................................3（二）品牌是信息的综合体....................................................................................3（三）品牌是与消费者的沟通的载体（关系说）................................................4（四）品牌是无形的资源........................................................................................4三、企业品牌发展的路径分析...
