Research On The Influence Mechanism Of Market Orientation Of New Entry Enterprises On Brand Awareness Promotion In Competitive Network Environment

Newly-entered enterprises have relatively short resources and need to quickly gain market-oriented understanding of customers and enhance their market position.In this process,they embed different competitive network locations and how to promote the new-entry companies' market-oriented strategic effects,thereby increasing their effectiveness.Brand awareness,which provides companies with and accumulates advantages to comply with intricate and frequently changing external environments,has become a practical issue worth studying.Therefore,the purpose of this study is to explore the influence mechanism of market orientation of new entry companies on the promotion of brand awareness,and to compare the effect of the implementation of market-oriented strategies under different competitive network structures on the promotion of brand awareness.First of all,on the basis of combing market-oriented theory,network theory,dynamic competition theory,and other relevant theories,the concept of variables such as market-oriented strategy,corporate brand awareness,and competitive network structure is defined,and new entry companies are selected to actively embed competition.As a moderator,the network structure focuses on the relationship between the adoption of market-oriented strategies and the promotion of corporate brand awareness,and analyzes its internal influence mechanisms,and then proposes relevant assumptions and constructs the conceptual model of this article.Secondly,in order to verify the conceptual model and related assumptions,403 catering companies newly entering the market in Chengdu were used as empirical objects,and the public comment website was used to collect data on catering companies newly entering the market in Chengdu;using Eviews7.2 software The collected data is used for descriptive statistics and correlation analysis,and examines the relationship between market-oriented strategies and the promotion of corporate brand awareness,and whether the selection of competitive network structures embedded in new entry companies can enhance market-orientation perceptions of brands.Improve the role of impact;based on empirical results,draw the main conclusions.Finally,through the analysis of the research conclusions,we believe that new entry companies should adopt a market-oriented strategy to enter the market,and do a good job in brand management based on customer value orientation,so that corporate brand perception can be significantly improved;new entry companies should take When the customer-oriented strategy is embedded in the network,it should try to choose a large-scale competitive network,and in the active embedding,attention should also be paid to the transmission of information resources in the network,and lead the customer's needs through the advancement of personalized and innovative products and services;To adopt a competition-oriented strategy to embed a competitive network,we should try to choose a competitive network with a high degree of diversity of competitors.In a diversified competitive network,new enterprises should learn from the strategic behavior of competing enterprises to create benefits for customers,and abandon them.Competing companies are detrimental to customer interests.Through summarizing the management inspiration,we hope to provide some guidance for the newly-entered companies to choose strategically,to actively embed or construct what kind of network structure and to effectively promote brand awareness.