| Because the Chinese reform opens degree continuously thorough, China has already become world biggest transformation nation, more and more of people start be engaged in to start their own company, especially at high technique industry, start a business have already become main strength to our country economy development and promote to work.However, in our country for entrepreneurship theories develop still very slowly, the theories isn't just very mature.Some scholars just abroad of the research in brief translates into Chinese, have some then will be applicable to a mature business enterprise of traditional theories directly applied in the theories research in new venture business, basically have no in consideration of our country of basic state of the nation, economic development regulation and our country lately create the oneself characteristics of business enterprise, cause theories research with actual the circumstance seriously deviates.This kind of circumstance specially reflects at concerning lately create business enterprise strategy a research.Market orientation and technique innovation strategy by the entrepreneurship is the most important of two strategy have already become a business enterprise of direction of wind mark, its effect already not only only express to compete for the profession which helps a business enterprise at the vehemence in successfully stand firm a heel, strategy special overall, long-term also can help the development that the business enterprise stabilizes over a long period of time.The technique innovation is more and more important in the position in the modern business enterprise development and the function, particularly to China which is placed in an economy transformation a period, is along with market economy system of continuously perfect with the global economic integral whole turn of fierce competition, even need to build up a good creative mechanism of the business enterprise technique, guide and promote the technique creative realization, make technique creative to become promote the business enterprise economic development is to whole social economy development never crock up of motive.The technique innovation means from the lately technical research develop commercial whole processeses for the very first time, the technique innovation needs to be make sure according to the customer existing and latent need, and the technique creative end purpose again is to carry out business application value, so the market is the technique creative point of departure and terminal point.The market orientation is a market marketing to learn the last word and the nearer year is always make track for by the scholar to hold.Study a direction mainly concentrated at to market direction meaning define and market orientation to business enterprise results influence and market orientation and a little bit other strategic relation researches(e.g. Becherer and Maurer, 1997; Barret and Weinstein, 1998; Atuahene-Gima and Ko, 2001; Hult and Ketchen,2001; George and Zahra, 2002; Matsuno et al., 2002; Vitale et al., 2003).The research discovers that the market direction is gradually to be advantageous to entering innovation, market direction strategy already in the meantime in consideration of the customer expresses of with latent demand, not the simple customer guide, will promote higher level of breakthrough type technique creative.Moreover also had scholar to prove a market orientation through a direct substantial evidence research to the technique to creatively promote a function.Discover according to these researches, this text according to lately create business enterprise this corpus characteristic, established to lately create direction and the technique creative strategic relation system of the business enterprise market.Lately creating the business enterprise successful key sharply discovers the opportunity(Kirzner, 1982) that the market drive, be also say that lately create a business enterprise demand to make use of a market orientation to undertake various indetermination bring of risk and promote innovation to the opportunity to expand.Some business enterprise incline toward concern detection, understanding with satisfy existing customer acquisition get of results, this kind of the direction be define to drive a market to lead to for the market.(Narver, the MacLachlan of the Slater and, 2004)But a little bit another business enterprises then put attention on the latent need of satisfy the customers(Narver, the MacLachlan of the Slater and, 2004), perhaps is the competitive advantage(Joworski, Kohli and Sahay, 2000) which changes existing market structure to build up a business enterprise, this kind of the direction be called to drive a market type a market to lead to.(Narver, the MacLachlan of the Slater and, 2004)The different market information will make the business enterprise adopt different innovation strategy, the creative strategic balance is a key of business enterprise existence and development.In this article, we lead to a market to put together with the technique creative strategic knot, suppose a market to drive a type and drive a market type, the market direction influences a gradually enter of the business enterprise a type respectively innovation and break type innovation.(Atuahene-Gima, Slater and Olson, 2005)Two kinds of market orientation can guide the choice of the technique creative type and make business enterprise creative to have flexibility more.Finally carry on further analysis to the model according to the substantial evidence research.This text mainly includes a following contents:A, Theories overview.According to the textual research purpose, definitioned this text the basic concept wanted to study towards lately creating the related theories of the business enterprise characteristic, strategy...etc. to carry on an overview, combine first, lay foundation for the further research of thesis.Two, The relation research of of business enterprise strategy.Deduce through a theories logic, put forward market direction and technique a creative relation assumption, set up theories model.Three, The substantial evidence study.Design first related change to measure of measure quantity form, and adopted a questionnaire method to carry on a data an investigation.The business enterprise of Jilin province is totally to investigate object, send out questionnaire 500, recover a valid questionnaire 199 and the recovery rate is 39.8%.Finally make use of the AMOS4.0 software logarithms according to carried on a processing.Also further carried on an examination to the assumption.Textual and basic conclusion's ising a different market orientation all has already promote to creative strategic usages of two kinds of techniques function, there are 4 in 6 assumptions getting support.The market drives a market orientation have to actively promote a function towards lately creating a business enterprise gradually the enter type technique creative choice, the market drives a market direction to lately create the creative choice of the business enterprise breakthrough type technique to have actively promote function, lately create a business enterprise gradually the enter type technique innovation have to promote a function towards breaking the type technique creative implement, lately create a business enterprise market to drive a market direction to have to promote a function towards driving a market type a market a direction of carry out.Substantial evidence research result enunciation, the choice of the technique creative mode is subjected to the influence that the market lead to, , therefore make business enterprise technique innovation acquire higher results still wanted to obtain a beginning from the basic market information, say for the strategic establishment, not only single want to consider a market up of show sex information, also want full of in consideration of those customers are latent and haven't discover of market information, well develop various advantages of business enterprise, with realization enter new establish of business enterprise and growth. |
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