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