中文摘要：

从市场角度看,企业自主创新必须坚持以品类创新和品牌策略为核心、创造出与竞争对手分异甚至对立的新品类,使消费者获得更多的品牌价值体验;这既是对消费者广义虚拟价值需求的尊重,也是企业通过自主创新取得市场意义成功的标志。建立在品牌价值体验基础上的企业自主创新是一个综合体系,它包括理念创新、技术创新和服务创新等活动;企业是否致力于这种既复杂又包含较大风险的创新活动,不仅取决于企业自身的利益诉求,而且在很大程度上受政策环境以及竞争对手的影响。本文应用有限理性及不完全信息下演化博弈原理,针对企业品牌建设的困局与诱因,分析了基于品牌价值体验的企业自主创新过程中各方博弈主体的博弈策略及其收益情况;建立了＂企业-企业＂间和＂企业-政府＂间演化博弈模型,通过模型求解寻求演化稳定策略。

英文摘要：

From a market perspective, enterprise independent innovation must adhere to category innovation and brand strategy as the core, create new category different from competitors＇ or even the opposite one and make consumers get more experience of brand value. This is not only the respect for the generalized virtual value demand, but also the mark of enterprise market success by independent innovation. The enterprise independent innovation based on brand value experience is a comprehensive system which Includes activities such as concept innovation, technology innovation and service innovation and so on. Whether enterprise will devote to this complicated and high-risk innovation activities not only depends on the interests of the enterprise itself, but also is affected by the policy environment and competitors. Facing the dilemma and incentives of enterprise brand building, the bounded rationality and incomplete information evolutionary game theory are applied to analyse the strategies and earnings of main game parties during the enterprise innovation process on brand value experience. An ＂enterprise-enterprise＂ and ＂enterprise-government＂ evolutionary game model is established to solve and seek evolutionary stable strategy.