STRATEGIC DRIVERS OF SUSTAINABLE MARKET COMPETITIVENESS IN BEIJING'S PRINTING SECTOR: A MIXED-METHODS ANALYSIS OF DIFFERENTIATION AS A MEDIATOR

Abstract

In the context of the digital economy and increasingly stringent environmental regulations, Beijing's printing enterprises face significant challenges in maintaining sustainable market competitiveness. This study investigates the impact of technological innovation capability, service system optimization, and brand management on sustainable market competitiveness, specifically examining the mediating role of enterprise competitive differentiation capability. Grounded in the Resource-Based View (RBV) and Institutional Theory, this research employs an explanatory sequential mixed-methods design. Quantitative data were collected via questionnaires from 751 senior and middle managers in Beijing printing enterprises and analyzed using PLS-SEM. Qualitative insights were gathered through semi-structured interviews with 20 industry leaders. The results demonstrate that technological innovation, service optimization, and brand management significantly enhance sustainable competitiveness. Crucially, competitive differentiation capability acts as a vital mediator, translating these strategic capabilities into superior market performance. The findings provide a theoretical framework and actionable strategies for printing enterprises to navigate industrial transformation through integrated innovation, service, and branding strategies.