| In recent years, with the increasingly fierce market competition, Enterprises are facing a severe test for the survival and development. Entrepreneurial orientation and market orientation had also become the focus in the research field, especially the research of the relationship between the enterprise orientation and enterprise performance. How-ever, conclusions about the effect mechanism of the two orientations on enterprise performance are different.Based on available literature, a theoretical framework about the two orientations to-gether effect mechanism on enterprise performance is proposed. The framework is to analyze the influence of the two orientations on enterprise performance. Both entre-preneurial orientation and market orientation are the independent variables. Business Innovation is the mediate variable. Environmental turbulence is the moderate variable. Enterprise performance is the dependent variable.The main surveyed enterprises are the enterprises in Shaanxi province. After investi-gating and rigorous selection, 100 final samples are collected. Applying SPSS software to conduct descriptive statistical analysis, exploratory factor analysis, Cronbach'sαreliability analysis, Pearson correctional analysis and multi-collinearity analysis to confirm the quality of the data. The empirical research result shows that entrepreneuri-al orientation and market orientation have positive effect on performance , the enter-prise innovation's effect on performance is significant, entrepreneurial orientation and market orientation have positive effect on business innovation, enterprise innovation serves as complete mediating between entrepreneurial orientation and performance, and enterprise innovation serves an partial mediating between market orientation and performance. |
