A Study On Market Orientation, Market Innovation Impact On Firm Performance

Our country is in the information age, information technology has changed the way ofcompetition,the development of E-commerce accelerates the construction of networkmarketing platform, the customer demands more personalized, competitor behaviorincreasingly diversity.The enterprises are facing complex and dynamic environment. How tocope with the external environment changes better, the establishment of enterprisecompetitive advantage is the consensus of managers and scholars. Among them, the marketorientation how to effect on performance has become a hot issue in the field of marketing.With the deepening of the research,some scholars have put forward that we must redivisionof market orientation, to research on the relationship between the two.In addition, somescholars put forward that we should look for whether there are intermediary variablesbetween market orientation and enterprise performance. Therefore, this study explore thedouble dimension of the relationship between market orientation and enterprise performance,and introduce marketing innovation as intermediary variable between the double dimensionmarket orientation and enterprise performance in the mechanism of action.The economic development of the international experience shows that the more developedcountries, the faster the service industry development.The development of service industrycan measure the development level of a country.Some developed countries in the servicesector output has accounted for70%, but our contry’s is only46.1%in2013. There is apratical significance in services industry. Therefore, on the basis of the existing literature,this research object to service indursty, to explore the marketing innovation as mediatingvariable, environment uncertainty for adjusting variable, the relationship between the doubledimension of market orientation on enterprise performance. Based on resource advantagetheory, the marketing theory, this stduy put forward the theoretical model. Using the SPSSsoftware to analysis the reliability analysis and exploratory factor analysis ofpre-investigation questionnaire,then using AMOS17.0software to analysis the reliabilityand validity of the formal questionnaire.At last,using stepwise regression analysis andhierarchical regression analysis method for intermediary effect and regulation effect of test,put forward the hypothesis of this study was verified.The results show that:(1) The double dimension of market orientation scale is suitable forthe service industry in our country, responsive market orientation and proactive marketorientation has a positive impact on enterprise performance, proactive market orientation hasgreater effect than the responsive market orientation on enterprise performance;(2) The double dimension of marketing innovation have direct significant positive influence onenterprise performance, it means that to maintain the competitive advantage of enterprise, ifonly the product (service) marketing innovation is not enough;(3) Marketing innovation haspartial intermediary role between the double dimension of market orientation and enterpeiseperformance,but the intermediary function is different to between the two;(4) Environmentaluncertainty have a regulatory role between the double dimensions market orientation andmarketing innovation. Environmental dynamics and environmental threaten have positiveadjustment between the two...