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基于对已有研究的梳理构建研究框架,以重庆市4家制造型企业为样本,采用内容分析法对制造型企业自主品牌战略的影响因素进行分析。研究结果表明,重庆制造型企业自主品牌战略实施受到政策驱动、市场环境、管理者特征与企业资源4类因素的影响,共包含22个具体指标,因素均值最高的为企业资源,最低的为政策驱动。结合研究发现,就不同影响因素及其指标的作用进行解释,为重庆制造型企业制定自主品牌战略决策提供借鉴。
Based on the research framework of the existing research, this paper takes four manufacturing enterprises in Chongqing as samples and analyzes the influencing factors of self-owned brand strategy of manufacturing enterprises by content analysis. The results show that the implementation of self-owned brand strategy of manufacturing enterprises in Chongqing is influenced by four kinds of factors such as policy-driven, market environment, managers’ characteristics and enterprise resources, including 22 specific indicators. The highest average of the factors is enterprise resources while the lowest is policy drive. Combining with the research findings, this paper explains the different influencing factors and the role of their indicators in order to provide reference for Chongqing manufacturing enterprises to make their own brand strategy decisions.