质量强国战略下的企业品牌导向发展模式研究——内涵、逻辑与未来展望

Brand-Oriented Corporate Development Approach Under the Strategy of“A Country Strong on Quality”: Connotations, Logics and Future Directions

质量强国战略是促进当前中国转型发展的重要国家战略。关于这一战略的具体实践路径,尚缺乏理论依据。在分析近年来学者们提出的品牌导向发展模式内涵的基础上,本研究提出:在企业层面贯彻品牌导向发展模式是国家宏观层面实现质量强国战略目标的关键途径;为此,阐述了企业贯彻品牌导向模式对质量强国战略目标的支撑逻辑;并出于揭示"企业该如何贯彻品牌导向发展模式"的目的,分析了品牌导向型公司的战略逻辑、品牌导向模式的驱动因素以及对企业绩效的影响效应和作用机制等;最后还探讨了值得未来进一步研究的议题。研究对理解品牌导向发展模式促进质量强国战略目标实现的逻辑具有理论意义,对中国企业认识并践行品牌导向发展模式具有实践启示。

'A country strong on quality'is a significant national strategy targeted at China’s transition and development in recent years. However, there are few theoretical foundations on how to implement the strategy. By analyzing the connotations of brand-oriented corporate development approach coined by Urde et al. in 1994, the author argues that implementing brand orientation at the firm level can help achieve the goal of realizing 'a country strong on quality'strategy. The article also demonstrates the supporting mechanism of brand orientation implementation. Further, to reveal how to implement brand orientation at a firm level, the strategic logics, antecedents and consequences of brand orientation are discussed. Finally, issues deserving exploration in future studies are also discussed. This article can theoretically contribute to the existing literatures on the supporting mechanism of brand orientation on the strategic goals of 'a country strong on quality'. It also can enlighten practitioners on the connotations, antecedent and consequences of brand orientation.