论文部分内容阅读
本文根据市场导向理论三大争论问题对市场导向已有研究进行回顾,发现文化说与行为说主要存在问题:①现有的任何单一视角都不能清晰而全面地阐释市场导向;②直接将市场导向划分为市场导向行为与市场导向文化存在争议;③现有市场导向文化框架各部分内容与营销观念相去甚远。此外,主动说与被动说虽然认同企业一般会同时采用两种战略导向但却并未提及二者在不同市场生命周期的转换关系。主张关注范围扩大的研究也未根据利益的密切程度为关注对象分配权重。针对上述问题,本文认为未来研究可以构建贴近营销观念的市场导向组织文化框架,在此基础上根据市场生命周期建立循环往复的驱动市场一市场驱动导向,并探索为关注对象分配不同权重对组织绩效的影响。
This article reviews the existing market-oriented research based on the three major issues of market-oriented theory, and finds that there are major problems in the theory of culture and behavior: 1 Any existing single perspective cannot clearly and comprehensively explain the market orientation; 2 Directly market-oriented There is a controversy over the division between market-oriented behavior and market-oriented culture; 3 the content of various parts of existing market-oriented cultural frameworks is far from the concept of marketing. In addition, active and passive states that while recognizing that companies generally adopt two strategic orientations at the same time, they do not mention the transitional relationship between the two in different market lifecycles. The research that advocates the expansion of the scope of interest has not assigned weights to the objects of interest according to the degree of closeness of interests. In view of the above problems, this paper believes that future research can build a market-oriented organizational culture framework that is close to the marketing concept. Based on this, it establishes a market-driven market-driven orientation based on the market life cycle, and explores the allocation of different weights to the concerned objects and the performance of the organization. Impact.