本文从价值链的视角出发，提出了品牌驱动商品价值链的观点。同时，建立自主品牌驱动的“技术——文化”二维框架，认为产业特征的差异使自主品牌的驱动因素不同。资本品行业的品牌驱动力主要来源于技术因素，消费品尤其是快速消费品行业的品牌驱动力主要来源于文化因素。现阶段培育我国自主品牌的关键是根据产业特征制定相应的差异化产业政策。相对来说，文化驱动型自主品牌的形成更需要时间的积累，应当抓住当前国家推动文化大发展大繁荣的有利时机实施文化品牌战略。%This article points the view that the value of goods chain is driven by brand from the perspective of the value chain. At the same time, the own brand - driven ＂ technology - Culture＂ two - dimensional framework is established, it is considered that differences in industry characteristics make its own brand of drivers of differ- ent. Brand driving force in the capital goods industry is from technical factors, consumer goods, especially the brand of fast moving consumer goods industry, the driving force comes mainly from cultural factors. The key of cultivate our own brand is to develop the industrial policy based on industry characteristics. Relatively speaking, own brand of culture - driven is more difficult, Chinese enterprises should take advantage of the favorable opportu- nity of the current national poclicy by promoting cultural development and prosperity.
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