天津企业市场导向的探索性研究

Market Orientation in Tianjin: An Exploratory Study

天津企业表现出两种形式的市场导向:全面市场导向(ComprehensiveMarketOrientation)和竞争与顾客导向(CompetitorandCustomerFocusedOrientation)。这两种导向产生于五个关键的市场导向(MO)因素和一个市场环境(ME)因素。其中市场导向因素包括:“企业各部门协调一致来满足目标市场的需要”、“企业十分重视售后服务工作”、“企业凭借自身的竞争优势招徕顾客”、“‘为顾客创造价值’的信念是企业制定竞争战略的动力”和“达到顾客满意是企业制定各种经营目标的动力”;市场环境因素则为“与企业核心产品/服务相关的技术变化程度”。研究表明,实行全面市场导向的企业在新产品的相对成功率和相对投资回报率(ROI)上都取得了明显高的绩效,但在组织特征上无独特性。

Two forms of market orientation (MO), comprehensive, andcustomer and competitor focused, are found with companies operating inTianjin, China. The difference lies in five key MO factors and one marketenvironment (ME) variables. The MO items include Business functions areintegrated to serve target market needs, Close attention is given to after-sales service, Customers are targeted for competitive advantage, Strategiesdriven by beliefs about creating customer value, and Objectives are drivenby customer satisfaction. The ME item is the extent of changes in technologyassociated with core product/service. Those companies found to practisethe comprehensive MO have achieved significantly higher level ofperformance in terms of their relative new product success and relativereturn on investment (ROI). However, these companies are not found tohave a particular type of organisational characteristics.