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摘要：随着企业竞争加剧的形势发展，企业之间的竞争在涉及产品质量的竞争的同时，也逐步引入了产品技术的竞争，因而企业出于品牌建设的考虑，就必须去关注技术创新，不断增加其产品的科技含量，从而使产品的品牌知名度提高，品牌建设有所成就，因此近年来学术界对有关企业技术创新与品牌建设方面的思考逐渐增多。本文以华为为例阐述企业应该怎样通过技术创新来加速提高其品牌的知名度，以及华为对于品牌建设所做的努力。通过研究华为的品牌建设之路，探讨技术创新在品牌建设中所发挥的积极作用。尽管这种通过技术创新推动品牌建设进入人们的视野，但对于如何有效地来处理好技术创新和品牌建设二者的关系，全面快速地推动企业的发展壮大依然是我国企业目前亟待去解决的现实问题。通过华为这一典型案例来分析和揭示二者之间的关系，借此来为企业品牌建设提供一些思路和方法，让企业得到相关的启示。42943
毕业论文关键词：技术创新；品牌建设；知识产权；华为公司
Research on the Enterprise Brand Construction Based on Technology Innovation
Abstract：With the development of situation of enterprise competition, the competition between enterprises involved in the competition of product quality at the same time, is gradually introduced in the competition of technology products, and thus for the enterprise brand construction, we must to pay attention to the technological innovation, continue to increase the product technology content, so that the product brand awareness and brand building achievement, so in recent years, the academic thinking of the enterprise technology innovation and brand building gradually increased. This paper to Huawei as an example on how should enterprises through technological innovation to accelerate the improvement of its brand visibility, Huawei, and efforts to brand building. Through researching Huawei Brand building the road to explore the positive role played by technological innovation in brand building. Despite this through technological innovation to promote brand building into people's vision, but for how to effectively technological innovation and brand building two relations, the full quickly to push development of enterprise growth is still Chinese enterprises desiderate to solve practical problems. By Huawei as a typical case to analyze and reveal the relationship between the two, hoping to provide some ideas and methods for enterprises in brand building, allow enterprises to get some inspiration.
Key words: Technological Innovation;Brand Building;Intellectual Property Rights;Huawei
目 录
摘 要 1
Abstract 1
一、企业技术创新与品牌建设的关系分析 2
（一）技术创新为品牌建设服务 2
（二）品牌建设促进技术创新 3
（三）两者相辅相成，缺一不可 3
二、技术创新视域下品牌建设存在的问题分析 4
（一）多数企业缺少自主核心技术和自主品牌 4
（二）盲目组建所谓“合资企业” 5
（三）知识产权保护力度不够 5
（四）我国产业科技研究与开发投入明显不足 6
（五）重大科研成果转化率低 6
（六）人才跳槽现象突出 6
三、典型高科技企业品牌建设的案例分析—以华为公司为例