市场导向与企业绩效——基于资源基础观的影响路径分析

Market Orientation and Enterprise Performance——A Path Analysis on the Resource-Based View

市场导向可分为反应型市场导向和主动型市场导向,市场导向首先对竞争优势产生作用进而间接影响企业绩效。研究结果表明,反应型市场导向和主动型市场导向对竞争优势的影响并不一致,同理,竞争优势对企业绩效的影响也有类似特征。具体而言,主动型市场导向对竞争优势的正向作用明显强于反应型市场导向;市场导向并不能直接带来顾客忠诚,而是要经过产品质量竞争优势建立的中间过程;产品质量和员工承诺对企业绩效均有较强的正向影响,但顾客忠诚和企业绩效之间没有直接的影响关系。

Within the theoretical framework of strategic resources,competitive advantage and Organizational Performance,this paper combines Resource-Based View with the competitive advantage theory.Meanwhile it establishes the theoretical model which reflects the relationship between responsive market orientation,proactive market orientation and product quality,customer loyalty,employee commitment as well as business performance.Also this paper makes an empirical research on the theoretical model by using the survey data of 175 enterprises in southern China.The results indicate that proactive market orientation has a significantly stronger positive effect on competitive advantage than responsive market orientation,and market orientation can not directly lead to customer loyalty,but needs to build the competitive advantage of product quality as the middle process.Meanwhile both product quality and employee commitment have a strong positive effect on business performance,but there is no direct relationship between customer loyalty and business performance.As a result,the outcomes have essential practical significance for enterprises to build relevant competitive advantage through market orientation.