市场导向、创新与企业表现的关系——基于中国服务业的实证研究

市场导向的采用可以产生良好的企业表现等命题已被广泛接受,然而,二者之间具体关系的实证分析尚还不足,尤其是中国服务业中二者的具体关系研究几乎空白。本文以中国服务业企业为研究对象,提出了市场导向、创新与企业表现关系的假设模型,根据570个服务企业样本数据,利用回归分析及结构方程模型进行了检验,发现中国服务业中市场导向是通过创新的介入与递推而对企业表现发挥作用的。因此,中国服务业企业在市场导向的应用过程中要注意对创新活动的支持,这样才能充分发挥市场导向的作用。

The Relation between Market Orientation Innovation and Business Performance: An Integration and Empirical Examination on Service Sector of China

There is wide acceptance of the percept that market orien- tation is associated with superior firm performance. However, empiri- cal support for the proposition in prior literature is weak, especially in Chinese service sector. The authors set up a hypothesis model about the relationship of market orientation, innovation and business performance, based on the data of 570 samples ,from different areas and industries, examination through regression analysis and SEM model, the finding is market orientation also have influence on busi- ness performance in the service sector of China, but the influence takes effect only through the introduction of innovation and some other pass-on effect; innovation has a mediate effect between market orientation and business performance, so, the authors suggest that when a company using market orientation, they must pay attention to innovation.