Research On The Influence Mechanism Of Market Orientation And Environmental Turbulence On New Product Market Performance

With the continuous development of the global economy,China’s manufacturing industry is facing a market environment in which customer demand is diversified and product life cycles are shortened,and competition among enterprises has intensified.How to meet the market demand and improve the performance of new products is a hot issue in current research.Through literature research,this thesis sorts out the relationship between market orientation,environmental turbulence and new product market performance,as well as the connotation and dimensions of various variables.Based on the resource-based theory and contingency theory,a conceptual model of the research is constructed and verified through hierarchical regression analysis.Models and research assumptions,main results and innovations are as follows:(1)Based on the literature research,put forward research hypotheses,and construct a conceptual model of the mechanism of market orientation and environmental turbulence on the performance of new product markets.Using existing maturity scales,combined with the actual situation of Chinese manufacturing enterprises and small samples the test revised the questionnaire to make it more reliable and valid.And select a manufacturing company with a new product development project as a sample,and use the middle and senior managers of the company as the object of questionnaire to collect data.(2)Use SPSS25.0 and AMOS23.0 to analyze the collected data,and perform credibility analysis through Cronbach α coefficient and CITC.The Cronbach αcoefficients of all scales are greater than 0.7,and the CITC values are greater than 0.5,indicating the measurement scale.Reliability is good.Through exploratory factor analysis and confirmatory factor analysis,the validity of the measurement scale is analyzed.The factor analysis results show that the scale has good structural validity and convergence validity.(3)The research hypothesis and conceptual model are verified through hierarchical regression analysis.The research results show that: reactive marketorientation and proactive market orientation have a positive impact on the performance of new product markets,and environmental turbulence has a moderating effect.Based on the discussion and the actual situation of the company,from the perspective of market orientation and environmental turbulence,this thesis proposes countermeasures and suggestions for manufacturing companies to cope with environmental turbulence and improve the performance of new product markets.This study explores the regulatory effects of different dimensions of environmental turbulence on market orientation and new product market performance,enriches the theory of new product market performance,and can provide a theory for analyzing the role and relationship of environmental turbulence,market orientation and new product market performance.For reference,it has certain practical guiding significance for the management of manufacturing enterprises to formulate policies to improve the performance of new product markets.