老字号企业研发创新与品牌成长关系研究

管理评论 ›› 2020, Vol. 32 ›› Issue (12): 156-167.

老字号企业研发创新与品牌成长关系研究

王肇¹, 王成荣²

1. 首都经济贸易大学会计学院, 北京 100070;
2. 北京财贸职业学院, 北京 101101

收稿日期:2019-07-31 出版日期:2020-12-28 发布日期:2020-12-30
通讯作者: 王成荣(通讯作者),北京财贸职业学院教授,博士生导师,博士
作者简介:王肇,首都经济贸易大学会计学院博士研究生。
基金资助:
北京用友公益基金会商的长城重点项目（2017-ZX09）。

The Relationship between R&D Innovation and Brand Growth of “Time-honored Brand” Enterprises

Wang Zhao¹, Wang Chengrong²

1. School of Accounting, Capital University of Economics and Business, Beijing 100070;
2. Beijing College of Finance and Commerce, Beijing 101101

Received:2019-07-31 Online:2020-12-28 Published:2020-12-30

摘要/Abstract

摘要： 老字号企业历史文化积淀深厚，但大多研发创新不足，品牌成长动力较弱。本文利用2007-2018年老字号A股上市公司数据资料和《中国500最具价值品牌》数据，探析老字号企业研发创新与品牌成长的内在关系。结果表明：研发创新活动能够显著提升老字号企业的品牌价值。对于企业研发创新投入而言，资本化研发支出会提升企业未来的品牌价值，其滞后期约为三年，而费用化研发支出的作用时效相对较短；对于企业研发创新专利产出而言，实用新型专利的品牌价值效应在获得授权两年后作用凸显，外观专利发挥品牌价值提升作用的周期较短，而发明专利对老字号品牌价值的提升作用不显著。本文创新性地探索研发创新对老字号企业品牌成长的作用及时效性，为引导老字号企业提升品牌竞争力提供建议和参考。

关键词: 中华老字号, 企业创新研发, 品牌价值, 核心专利

Abstract: The "China Time-honored Brands" are rich in history and culture, but lack technological innovation and growth momentum of brand value. Based on the data of A-share listed companies of "China Time-honored Brands" and the data of China's 500 Most Valuable Brands from 2007 to 2018, this paper analyses the relationship between R&D and the brand growth. The results suggest that R&D innovation behavior of the "China Time-honored Brands" can significantly improve brand value. Additionally, among types of R&D input of enterprises, the capitalized expenditure needs three years to realize its brand-enhancing effect. However, the period of effect of the expensed expenditure is relatively short. This paper also studies the effect of R&D patent output on the brand value. The results show that utility model patents have a significant brand-enhancing effect about two years after being authorized. Nevertheless, the appearance patents play a role in promoting the brand value in a short period. Moreover, the effect of invention patent on the brand value of time-honored brands is not significant. This paper innovatively explores the effect of R&D innovation on the brand growth of "China's Time-honored Brands", and the findings are helpful for "China's Time-honored Brands" to enhance their brand competitiveness.

Key words: China time-honored brand, innovation, brand value, core patents

王肇, 王成荣. 老字号企业研发创新与品牌成长关系研究[J]. 管理评论, 2020, 32(12): 156-167.

Wang Zhao, Wang Chengrong. The Relationship between R&D Innovation and Brand Growth of “Time-honored Brand” Enterprises[J]. Management Review, 2020, 32(12): 156-167.

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