A Study Of The Relationship Between Market Orientation, Brand Orientation And Brand Performance

As government promotes industrial upgrading policies, industry upgrading gradually become the main trend in the development of Chinese enterprises. This requires more Chinese enterprises from the marketorientation further upgrading to brand orientation, from focusing on the products to build brand.This study proposed the brand orientation, which puts brand as the core strategy. Brand orientationis at the forefront of enterprise marketing management.This study promotes the domestic understanding of brand orientation.This study mainly includes brand orientation and enterprise scale, enterprise area, the degree of industry competitive, the degree of enterprise industry homogeneity in ANVOA analysis. The relationship betweenmarketorientation(customer orientation and competitor orientation), brand orientation and brand performance. We use foreign scale, combining online and offline data collection. management of the enterprise as the main object of the questionnaire to collect. The effectiveness of the questionnaire is 50%. We use SPSS 19.0, Amos22.0 to do descriptive analysis, single factor analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis and structural equation path regression analysis.According to the results, customer orientation has a positive significant influence on brand orientation, competition orientation was not significant. Particularity, brand orientation has significantly positive on brand performance. Brand uniqueness has no significant positive influence on brand performance. Also based on the characteristics of enterprises for brand orientation of the ANVOA analysis shows that the enterprise scale, the greater scale,the more advanced the regional economy, industry competition is more significant, the higher the degree of homogeneity, the higher the level of brand orientation.This study enriched the domestic research of brand management, deeply analyzes the driving factors of brand orientation and result variables, expounds the mechanism of brand orientation effect. As to provide theoretical basis for enterprises to establish the brand orientation strategy, but also provides a new perspective for the enterprise to improve performance.