The Research On The Influence Of Market Orientation And Relationship Marketing Orientation On Firm Perpormance

Over the past decades, market orientation and relationship marketing had become the mainstream in the foreign strategic marketing research field. In the face of a buyer's market and fierce competition, many enterprises determined to apply the philosophy of market orientation or relationship marketing orientation. From the perspective of theoretical analysis, market orientation and relationship marketing orientation are both the feasible paths to high performance of companies. However, in reality, many enterprises implementing these two marketing orientations in varying degrees face the failure. Furthermore, there are differences between the results of empirical research on the relationship between market orientation and business performance, the majority of the study results show that market orientation have significant positive effect on business performance, meanwhile some scholars find there is weak or even no linkage between market orientation and performance. Similarly, conclusions about the influence of relationship marketing orientation on business performance are also different. These show that the mechanism of how market orientation and relationship marketing orientation affect performance is not yet clear, so it is necessary to do further study.In order to compensate for the lack of theoretical research and meet the demand of business practice, based on reviewing related literatures, this study constructs a theoretical model introducing the mechanism of how market orientation and relationship marketing orientation influence the performance, then does the empirical research. Customer satisfaction is the mediate variable; both environmental uncertainty and client type are the moderate variables of the model. The results show that market orientation and relationship marketing orientation have influence on performance through customer satisfaction, customer satisfaction has influence on financial performance through market performance, competitive intensity and client type both have the moderating effect. When competitive intensity is High, the influences of market orientation and relationship marketing orientation are larger; When competitive intensity is low, the advantages of market orientation and relationship marketing orientation are weakened, moreover, the influence of relationship marketing orientation is not significant. As clients belong to organizational type, the influence of relationship marketing orientation is larger than market orientation, as clients are ordinary consumers, the influence of relationship marketing orientation is not significant.Based on the conclusions of this study, the corresponding management recommendations are put forward: enterprises should attach importance to building the culture of market orientation and relationship marketing orientation, especially when enterprises are facing fierce competition. Concerning the specific choice, relationship marketing orientation is more suitable for enterprise whose clients are organizational type, while it is not suitable for the enterprises whose clients are ordinary consumers; to the contrary, market orientation culture is suitable for enterprises whose clients are ordinary consumers. At the same time, enterprises also should pay attention to enhancing the customer satisfaction and customer loyalty.