本文重点讨论了营销学中作为指导企业营销活动的价值观——市场导向与利益相关者导向的理论架构,并检验了利益相关者导向与组织绩效之间的关系。同时,还针对文献中欠缺的中国企业所有制的影响,进行了分析。研究结果发现,利益相关者导向对中国企业的组织绩效具有积极影响。但中国不同所有制的企业,在利益相关者导向和组织绩效上差异很大。 This paper focuses on the marketing theory as a guide to the value of marketing activities - market-oriented and stakeholder-oriented theoretical framework and test the relationship between stakeholder orientation and organizational performance. At the same time, it also analyzes the impact of the lack of Chinese enterprises in the literature. The findings show that stakeholder orientation has a positive impact on the organizational performance of Chinese enterprises. However, the enterprises of different ownership in China vary greatly in the direction of stakeholder and organizational performance.