市场导向如何影响企业绩效:基于营销能力与环境不确定性的整合研究

How does Market Orientation Impact on Corporate Performance: An Integrated Study Based on Marketing Capability and Environmental Uncertainty

市场导向历来被视为营销观念的执行工具之一而被关注。关于市场导向如何影响企业绩效,现有研究存在较大分歧,其根本原因在于二者之间并不是直接关系。据此,本文深入研究了营销能力对其关系的作用,并考察环境不确定性的影响,以中国企业为对象进行了实证检验。本文认为,随着市场环境越来越动态化和复杂化,企业必须树立市场导向观念并把它有效地转化为营销能力,才能取得良好的企业绩效。

Market orientation is regarded as one of the implementation tools. The existent theories are not unanimous about the impact of market orientation on corporate performance. The underlying causation lies in the fact that their relationship is not direct. So this paper takes marketing capability as the mediator,and takes account of the influence of environmental uncertainty,constructs a new conceptual model and tests it on China＇s companies empirically. According to the result,we indicate that,along with the more and more dynamic and intricate market environment,enterprises must erect their concepts of market orientation,and transform it into marketing capabilities effectively. Only through these attempts can they gain better performance.