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本文以竞争优势为中介变量,以221家国内企业为分析样本,应用结构方程模型对市场导向与组织绩效之间的关系进行了实证研究。研究结果显示,市场导向通过竞争优势作用于组织绩效,三者之间存在显著的正向因果关系,但市场导向及竞争优势的不同构面对其因变量的影响不一,而环境特征和企业所采取的战略类型对上述因果关系有显著的影响。亦即企业因外部环境及竞争优势的取向不同,实施市场导向的侧重点不同,均会影响企业的经营绩效。这一发现有助于我国企业设计实施市场导向以获取竞争优势,并藉此提升经营绩效。
In this paper, the competitive advantage as a mediator variable to 221 domestic enterprises for the analysis of samples, the application of structural equation model of the relationship between market-oriented and organizational performance of an empirical study. The results show that market orientation plays a positive role in organizational performance through competitive advantage, and there is a significant positive causal relationship among them. However, the different aspects of market orientation and competitive advantage have different effects on dependent variables, while environmental characteristics and enterprises The type of strategy adopted has a significant impact on the above causal relationship. That is, the orientation of the enterprise due to the external environment and competitive advantage is different, and the implementation of the market-oriented focus will be different, will affect the business performance of enterprises. This discovery will help our enterprises to design and implement market-oriented in order to gain a competitive advantage and to enhance their business performance.