市场导向和企业绩效de因果关系研究

A Study on the Causal Relation Between Market Orientation and Business Performance

市场导向与经营绩效之间的关系是营销学术界探讨的热点问题。一般认为,市场导向是获取可持续竞争优势的重要方式,并能明显提高组织绩效。但并无多少研究深入剖析市场导向影响绩效的动力机制。借用资源—活动—位置—绩效这一解释绩效差异的理论框架,可以推论,作为企业资源的市场导向能从行为和文化两个层面提升顾客价值创造活动的效率,增加顾客满意度和顾客忠诚,进而带来位置优势/差异化竞争优势,并最终导致满意的绩效回报。

The relationship between market orientation and business performance has become an important research field in the marketing literature. It is generally considered that market orientation is a critical way of achieving sustainable competitive advantage and it can enhance organizational performance significantly. However, very few studies have explored carefully the mechanism behind the influence of market orientation upon business performance. On the basis of theoretical framework of resources-activities-position-performance which can account for performance difference, it can be concluded that market orientation as firms′ resources can enhance customer value creation efficiency from both activity and cultural aspects, increase customer satisfaction and customer loyalty, bring about positional advantage and differentiated competitive advantage, and ultimately lead to satisfactory performance results.