品牌联名式产品创新的影响因素与作用机制研究——基于fsQCA方法

Research on the Influencing Factors and Mechanism of Brand-Linked Product Innovation—Based on the fsQCA Method

摘要: 随着经济增长、产品多样化、人们的消费需求不断升级，为产品创新发展提供新的机遇，使品牌从单一方发展转为多品牌联名式协同发展。本项目基于MOA理论模型，结合双元创新理论、开放式创新理论、动态能力理论等，采用问卷调查、模糊集定性比较分析(fsQCA)等方法，探讨动机条件(Motivation)下的协同溢价、文化协同，能力条件(Ability)下的品牌关联度、供应链互补、认知合法性，与机会条件(Opportunity)下的需求多元化六个前因变量形成的潜在组态与企业联名式创新之间的复杂因果关系，归纳企业联名的形成机制，为企业在社会经济迅速发展的情境下通过联名提高创新能力与驱动企业成长提供理论基础与决策依据。

Abstract: With economic growth, product diversification, and the continuous upgrading of people’s consumption demands, new opportunities have emerged for product innovation and development, leading brands to shift from single-brand development to collaborative development through co-branding. This project is based on the MOA theoretical model and integrates theories such as ambidextrous innovation, open innovation, and dynamic capability theory. It employs methods such as questionnaire surveys and fuzzy set qualitative comparative analysis (fsQCA) to explore the complex causal relationship between the potential configurations formed by six antecedent variables—collaborative premium and cultural synergy under the motivation condition (Motivation), brand association, supply chain complementarity, and cognitive legitimacy under the ability condition (Ability), and demand diversification under the opportunity condition (Opportunity)—and co-branding innovation. It aims to summarize the formation mechanism of co-branding and provide a theoretical basis and decision-making reference for enterprises to enhance their innovation capabilities and drive growth through co-branding in the context of rapid social and economic development.