市场导向与企业绩效的相关性研究
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摘要
市场导向理论最初发展于80年代末、90年代初,经过理论界十几年的发展,有关市场导向的研究已涵盖了概念的界定、测量方法、应用以及与企业绩效相关性等各个方面的内容。近年来,市场导向与企业绩效的相关性问题逐渐成为了理论界研究和关注的焦点,学者们通过引入中介变量到市场导向与企业绩效的关系模型中、并且选取适当的研究样本,就市场导向对企业绩效的作用机制问题进行了不同程度的研究。由于市场导向的内涵涉及多方面内容,同时有关企业绩效的影响因素也是复杂多样,所以,对市场导向与企业绩效之间的内在机理的研究至今尚无定论。
本文基于前人的研究成果,通过对市场环境及企业经营实践的分析,引入企业信息化建设和组织创新这两个中介变量,构建了市场导向与企业绩效的关系模型。
创新是维持企业生产经营活力的可靠保证,是企业发展永恒的话题；而在复杂多变、动荡不安的市场环境中,掌握及时、准确的市场信息是企业合理协调内部组织、分配资源、做出正确决策的重要条件,这种对信息的有效获取离不开企业信息化建设的支撑。在此基础上,本文以企业信息化建设和组织创新为中介变量,构建了包含市场导向、信息化建设、组织创新与企业绩效四个变量的市场导向与企业绩效的关系模型,提出了7个假设,并以招远市制造业企业为研究对象,随机抽取了150个制造型企业作为样本数据,对市场导向与企业绩效间的作用机理进行了实证分析和说明。研究结论表明,市场导向与企业绩效非正相关；组织创新与企业绩效正相关；市场导向与组织创新正相关；组织创新在市场导向与企业绩效中表现为中介变量；市场导向与企业信息化建设正相关；企业信息化建设与企业绩效正相关；企业信息化建设在市场导向与企业绩效中表现为中介变量。根据本研究的结论,并结合企业管理实践中出现的问题,本文提出了相应的管理建议,包括树立市场导向观念,注重市场导向的实施；加强企业信息化建设,构建企业完善的信息系统；注重组织创新,从管理创新和技术创新两个方面来提高组织创新能力三个方面的内容。
The theory of market orientation was originated from the end of 1980s. After years of development, the research about market orientation has included definition, measuring methods, applications, and relevance with enterprise performance, so on and so forth. In resent years, the correlation problems between market orientation and enterprise performance has become the focus topic in theory horizon. By introducing intermediary variables to the relational model of market orientation and enterprise performance, and choosing proper research samples, the scholars have been doing different levels of researches in this issue. As the connotation of market orientation involves lots of aspects, and at the same time, influencing factors of enterprise performance are also complicated, till nowadays, there isn't a final conclusion of interaction mode between market orientation and enterprise performance.
Based on the previous research achievements, the paper makes a relational model of market orientation and enterprise performance, by analyzing the marketing environment and business operations, introducing informatization of enterprises and organizational innovation as intermediary variables.
Innovation is a reliable assurance to the enterprises'productions and operations, and it is a perpetual topic of enterprise development. Meanwhile, in this complicated and fluctuant marketing environment, getting the timely and exact market information is very important for an enterprise to coordinate internal organizations, distribute resources and make correct decisions. In order to get information efficiently, informatization construction is essential. Based on the mentioned, this paper takes informatization of enterprises and organizational innovation as intermediary variables, and set a relational model that includes four variables: market orientation, informatization of enterprises, organizational innovation and enterprise performance. The paper raises seven assumptions, randomly extract 150 manufactures in Zhaoyuan city as research samples. According to the collected data, the paper concludes the interaction mode between market orientation and enterprise performance by positive analysis. Research results show that:market orientation and enterprise performance are not positive correlation; organizational innovation and enterprise performance are positive correlation; market orientation and organizational innovation are positive correlation; organizational innovation is an intermediary variable between market orientation and enterprise performance; market orientation and informatization of enterprises are positive correlation; informatization of enterprises and enterprise performance are positive correlation; informatization of enterprises is an intermediary variable between market orientation and enterprise performance. According to the research results, in the end, the paper proposes management suggestions:firstly, set up the market orientation concept, and pay attention to the implementation of market orientation; secondly, strengthen the construction of enterprise informatization, and build a perfect information system; thirdly, pay attention to organizational innovation, and improve enterprise innovation ability through two aspects—management innovation and technical innovation.
本文基于前人的研究成果,通过对市场环境及企业经营实践的分析,引入企业信息化建设和组织创新这两个中介变量,构建了市场导向与企业绩效的关系模型。
创新是维持企业生产经营活力的可靠保证,是企业发展永恒的话题；而在复杂多变、动荡不安的市场环境中,掌握及时、准确的市场信息是企业合理协调内部组织、分配资源、做出正确决策的重要条件,这种对信息的有效获取离不开企业信息化建设的支撑。在此基础上,本文以企业信息化建设和组织创新为中介变量,构建了包含市场导向、信息化建设、组织创新与企业绩效四个变量的市场导向与企业绩效的关系模型,提出了7个假设,并以招远市制造业企业为研究对象,随机抽取了150个制造型企业作为样本数据,对市场导向与企业绩效间的作用机理进行了实证分析和说明。研究结论表明,市场导向与企业绩效非正相关；组织创新与企业绩效正相关；市场导向与组织创新正相关；组织创新在市场导向与企业绩效中表现为中介变量；市场导向与企业信息化建设正相关；企业信息化建设与企业绩效正相关；企业信息化建设在市场导向与企业绩效中表现为中介变量。根据本研究的结论,并结合企业管理实践中出现的问题,本文提出了相应的管理建议,包括树立市场导向观念,注重市场导向的实施；加强企业信息化建设,构建企业完善的信息系统；注重组织创新,从管理创新和技术创新两个方面来提高组织创新能力三个方面的内容。
The theory of market orientation was originated from the end of 1980s. After years of development, the research about market orientation has included definition, measuring methods, applications, and relevance with enterprise performance, so on and so forth. In resent years, the correlation problems between market orientation and enterprise performance has become the focus topic in theory horizon. By introducing intermediary variables to the relational model of market orientation and enterprise performance, and choosing proper research samples, the scholars have been doing different levels of researches in this issue. As the connotation of market orientation involves lots of aspects, and at the same time, influencing factors of enterprise performance are also complicated, till nowadays, there isn't a final conclusion of interaction mode between market orientation and enterprise performance.
Based on the previous research achievements, the paper makes a relational model of market orientation and enterprise performance, by analyzing the marketing environment and business operations, introducing informatization of enterprises and organizational innovation as intermediary variables.
Innovation is a reliable assurance to the enterprises'productions and operations, and it is a perpetual topic of enterprise development. Meanwhile, in this complicated and fluctuant marketing environment, getting the timely and exact market information is very important for an enterprise to coordinate internal organizations, distribute resources and make correct decisions. In order to get information efficiently, informatization construction is essential. Based on the mentioned, this paper takes informatization of enterprises and organizational innovation as intermediary variables, and set a relational model that includes four variables: market orientation, informatization of enterprises, organizational innovation and enterprise performance. The paper raises seven assumptions, randomly extract 150 manufactures in Zhaoyuan city as research samples. According to the collected data, the paper concludes the interaction mode between market orientation and enterprise performance by positive analysis. Research results show that:market orientation and enterprise performance are not positive correlation; organizational innovation and enterprise performance are positive correlation; market orientation and organizational innovation are positive correlation; organizational innovation is an intermediary variable between market orientation and enterprise performance; market orientation and informatization of enterprises are positive correlation; informatization of enterprises and enterprise performance are positive correlation; informatization of enterprises is an intermediary variable between market orientation and enterprise performance. According to the research results, in the end, the paper proposes management suggestions:firstly, set up the market orientation concept, and pay attention to the implementation of market orientation; secondly, strengthen the construction of enterprise informatization, and build a perfect information system; thirdly, pay attention to organizational innovation, and improve enterprise innovation ability through two aspects—management innovation and technical innovation.
引文
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[2]王德禄、尹福臣、武文生,等.企业信息与管理变革[J].经济研究参考,2000,(9)
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[7]宋彦彦、石镇山.制造业企业信息化水平评价指标体系的研究[J].机械工业信息与网络,2005,(2)
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[13]谢洪明、刘常勇、陈春辉.市场导向与组织绩效的关系：组织学习与创新的影响——珠三角地区企业的实证研究[J].管理世界,2006,(2)
[14]张婧.市场导向的理论研究综述[J].经济问题探索,2006,(5)
[15]袭建才、辛丽丽.推进企业信息化建设促进管理创新[J].煤炭企业管理,2006,(6)
[16]翁丽娜.建设企业信息化提升企业竞争力[J].科技咨询,2007,(4)
[17]李菊芬.企业信息化建设推动技术创新[J].湖北经济学院学报,2007,(10)
[18]鲍盛祥.市场导向：概念与实施[J].当代经济管理,2007,(3)
[19]周熙、邵兵家、伍颖.市场导向与企业绩效之间调节变量综述[J].科技进步与对策,2007,(11).
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