技术导向与市场导向的战略协同研究

The Synergy between Technology Orientation and Market Orientation Strategy

对于高技术企业而言,技术创新能力的提升无疑是其生存与发展的根本。但是,由于高技术行业具有高风险、高竞争、高成本等特征,能否进一步获得顾客关系、企业品牌等市场基础资源成为取得长期竞争优势的关键。本文以高技术企业为研究对象,选取2007-2011五年的相关数据,采用逐步扩大检验期间的方法,分别对技术导向和市场导向两种战略行为及其协同效应对企业绩效的影响进行了检验,研究发现:技术导向对企业营业利润率、市场价值均有显著的正向影响,而市场导向对企业市场价值没有显著影响,但对营业利润率具有逐渐增强的正向影响。对营业利润率而言,技术导向和市场导向具有协同效应,采取高技术导向和高市场导向相结合的战略的企业绩效更好。

For the high - tech enterprises, technological innovation capability is essential to the survival and development. However, with the features of high risk, high market competition and high investment cost, the position of market -based resources such as customer relationship, brand image, has become increasingly prominent. Therefore, the combination of technology and market orientation has important practical significance for high -tech enterprises. This paper chose high -tech manufacturing companies as research object, selected 2007 - 2011 annual report data, tested the relationship among technology orientation, market orientation and business performance from the perspective of strategy synergy and complementary. The results show that technology orientation has significant positive influence on both enterprise operating margins and market value while market orientation has nothing to do with the enterprise market value, but has continuous positive impact on operating profit margin. Most importantly technology orientation and market orientation has interaction effects on the relationship with operating margins, the enterprises combined high technology orientation and high market orientation have better performance.