第三方物流企业市场导向度对绩效影响的实证研究

The Effects of Market Orientation on Performance in TPL

本文以重庆市第三方物流企业为样本,借鉴Narver和Slater设计的市场导向问卷,就第三方物流企业的市场导向度对绩效的影响进行了实证研究。结果表明,样本企业已经具有中等水平的市场导向度,市场导向对企业绩效有积极影响,第三方物流企业的顾客导向和职能部门间组织协调与企业绩效正相关,竞争者导向对企业绩效的影响不显著。中国第三方物流企业实施市场导向战略是必要的,但基于环境和行业发展的独特性,在实施市场导向战略时要具有自己的特色。

The level of market orientation and its effects on the performance in third party logistic companies has been investigated by using empirical study. Based on the content construct of market orientation made by Narver and Slater factor analysis and regression analysis have been adopted to analyze the individual components of market orientation and their effects on performance. The study shows that customer orientation and inter-functional coordination contribute remarkably to the performance of third party logistics; the effect of competitor orientation is not notable. The implementation of market orientation strategy is useful for Chinese third party logistic companies, but it must fit with Chinese characteristics.