A Study Of The Influence Of Marketing Orientation Culture On Business Performance

After the dominant position of behavioral science during the 30s of the 20th century, the gradually developed culture management has become a very effective exploration as a supplement for the deficiency of behavioral science since the 80s. Now in the 21st century, culture management has become the main current.As one kind of the organizational culture, Marketing Orientation Culture has great influence on Business Performance. There were lots of researches about the relation between Marketing Orientation and Business Performance. Although those researchers did not get to the same conclusion, most of them just proved that Marketing Orientation has great positive influence on Business Performance. In this paper, real estate sector is chosen as the samples to examine the influence of Marketing Orientation Culture on Business Performance, with corporate characteristics variables (including the size of enterprise, ownership pattern, and the age of the enterprise) and personal feature variables (including age, gender, educational background, years in this company and also the position in the company) brought in as observed variables. The result shows that there are influences on Marketing Orientation Culture and Business Performance from the observed variables in a certain degree.Based on a number of literatures, the influence of Marketing Orientation Culture on Business Performance will be examined by the method of combining theory and empirical studies, with real estate sector chosen as the samples. Firstly, the correlative theories and literatures of Marketing Orientation are reviewed, and its conceptions and influencing factors are summed up, which made the definition of Marketing Orientation Culture done. Then, the hypotheses of this thesis and factors model are designed. Secondly, according to the former researches and also the typical scales, the scales of Marketing Orientation Culture and Business Performance are designed. Thirdly, according to the data collected, the influence of Marketing Orientation Culture on Business Performance is examined. The result shows that all the three dimensions of Marketing Orientation Culture have influence on both marketing performance and financial performance. The former is more significant than the later. At the same time, the influence of corporate characteristics variables and the partial influence power from personal feature variables on both Marketing Orientation Culture and Business Performance are shown in the result. All of these will provide the company with scientific foundation to build the corporate culture and increase Business Performance. In the end, the thesis points out the achievements, limitations of the study, and further study orientation.