Evolutionary Mechanism Of Brand Growth Paths For "Specializing,Specializing,and New" SMEs From The Perspective Of Organizational Learning

In China,small and medium-sized enterprises are still the main body,and their economic proportion exceeds 60% of the market,but because China’s small and medium-sized enterprises are in a latecomer position in global competition,and lack of core technology and independent brands,their growth is not only constrained by a variety of external environments,but also weak internal innovation ability,and can only stagnate in the low-end value link.In the context of China’s promotion of high-quality development,the Politburo meeting of the CPC Central Committee held on July 30,2021 pointed out that the development of "specialized,specialized and new" small and medium-sized enterprises is conducive to the realization of the "dual circulation" development strategy and high-quality development goals.At the same time,Gai Yan,an expert from the Brand China Strategic Planning Institute,believes that "specialized,specialized and new" enterprises should not only attach importance to "professional" construction,but also learn to "visualize",operate and maintain a good brand image,and form a virtuous circle to build brands through refined marketing according to the characteristics of the industry.At present,the academic community has not discussed the brand building of "specialized,specialized and new" small and medium-sized enterprises,and relevant theories need to be explored.March’s exploratory and utilitarian organizational learning is closely related to the product innovation advocated by "specialized,specialized and new" SMEs.Based on this,this thesis analyzes the growth process of "specialized,specialized and new" SME brands from the perspective of organizational learning and takes Wall Beauty as the research object.The specific research questions are divided into: what are the stages of the growth of the brand of "specialized,specialized and new" small and medium-sized enterprises? How exactly do the learning processes of "specialized,specialized and new" SMEs carry out at all stages? What is the evolution mechanism of the growth path of "specialized,specialized and new" SME brands?In order to answer these three questions,this thesis uses the exploratory case study method to collect a large amount of first-hand data through semi-structured interviews and rich second-hand data within the company for coding data analysis on the basis of combing the literature on "specialized,specialized and new" SMEs,brand growth and organizational learning,and then explores the cases in depth,and finally summarizes the evolution mechanism model of the brand growth path of "specialized,specialized and new" SMEs from the perspective of organizational learning.The research conclusions of this thesis are as follows:(1)The growth stage of "specialized,specialized and new" SME brands is the quality branding stage,the technology brand stage,and the well-known brand stage,at the beginning the unbranded stage evolves into the weak brand stage with brand quality support,then evolves into the technology brand stage with improved technological innovation ability,and then evolves into the well-known brand stage with brand marketing ability,and its market share and sales will continue to increase at each stage.(2)With the evolution of the brand stage,its organizational learning mode is also constantly changing,the quality branding stage is mainly the utilization learning method,the technology brand stage is mainly the exploratory learning method,and the well-known brand stage is the dual learning method.(3)The driving factors of the organizational learning mode at each stage of its brand growth are mainly the external environment and entrepreneurial spirit,and its entrepreneurial spirit is mainly enterprising,innovative and open-minded.This thesis not only enriches the research of "specialized,specialized and new" small and medium-sized enterprises,but also promotes the development of organizational learning to a certain extent.At the same time,this thesis explores the branding of "specialized,specialized and new" SMEs,and provides some inspiration for how "specialized,specialized and new" SMEs can build brands.