外华内实:基于市场-品牌混合导向赋能中国中小企业竞争力  

External elegance and internal substance:Empowering Chinese SMEs'competitiveness through Market-Brand hybrid orientation

作　　者：戴晓东 李桂华[1,2] DAI Xiaodong;LI Guihua(Nankai University Business School,Tianjin 300071,China;Nankai University Binhai College,Tanjin 300270,China)

机构地区：[1]南开大学商学院,天津300071 [2]南开大学滨海学院,天津300270

出　　处：《未来与发展》2024年第10期59-66,共8页Future and Development

基　　金：教育部人文社会科学研究规划基金项目“双层级市场结构下供应商要素品牌关系治理研究”(21YJA630045)。

摘　　要：在当今市场竞争日趋激烈的环境下,中国中小企业亟待转型升级,以应对市场压力和品牌建设的双重挑战。本研究针对中国中小企业在市场导向战略与品牌导向战略融合过程中遇到的挑战,提出了一个整合市场与品牌导向的企业战略框架。研究发现,中小企业在追求市场竞争力的同时,需重视品牌价值的长期投资与维护。通过构建市场-品牌混合导向战略模型,本文提出了战略协同、策略协同和执行协同三大层次的协同体系,以及数据分析支持和评价与反馈两大模块。这一模型旨在帮助中小企业在满足市场需求的同时,构建并传播独特的品牌形象,从而实现高质量竞争力的发展。研究表明,通过有效整合市场与品牌导向,中小企业能够提升其市场竞争力和持续发展能力,为实现企业竞争力的高质量发展提供有力的理论支持。本研究为中国中小企业在市场导向与品牌导向融合中提供了明确的路径和策略,对于我国实施质量兴国战略和经济高质量增长具有重要意义。Under the current environment of intensifying market competition,Chinese small and medium-sized enterprises(SMEs)are in dire need of transformation and upgrading to cope with the dual challenges of market pressure and brand building.This study focuses on the challenges faced by Chinese SMEs during the integration of market-oriented and brand-oriented strategies,proposing an enterprise strategic framework that integrates both market and brand orientations.It has been found that while SMEs seek market competitiveness,they must also pay significant attention to the long-term investment and maintenance of brand value.By establishing a strategic model of market-brand hybrid orientation,this paper puts forward a synergistic system composed of three main levelsstrategic coordination,tactical synergy,and execution systems,as well as two supporting modules of data analysis and evaluation and feedback.This model is designed to assist SMEs in meeting market demands while constructing and disseminating a unique brand identity,thus achieving high-quality competitive development.The research indicates that by effectively integrating market and brand orientations,SMEs can enhance their market competitiveness and capacity for sustainable development,providing robust theoretical support for the high-quality development of business competitiveness.This study provides a definitive path and strategy for the integration of market and brand orientations in Chinese SMEs,which is of great significance for China's implementation of the quality-driven development strategy and the pursuit of high-quality economic growth.

关 键 词：市场-品牌混合导向 中小企业竞争力 战略框架 市场导向 品牌导向 

分 类 号：C931[经济管理—管理学]