企业网络、市场导向与企业绩效

本文以福建省118家处于集群网络中的中小企业为样本,通过问卷调查的方式获取样本数据,采用企业网络规模、网络强度和网络互惠度三个网络特征来衡量企业外部网络,运用市场信息的产生、传播和反应来量化市场导向,把企业绩效分为财务绩效和创新绩效,利用结构方程模型的实证检验,探索企业网络、市场导向对企业绩效的影响。研究发现,企业网络与市场导向存在显著正相关关系,且企业网络与市场导向都能够积极地提升企业绩效。

Enterprise Network, Market Orientation and Firm Performance

The paper uses the empirical data drawn from a field survey of 118 firms in SMEs in Fujian province, and adopts size, intensity and reciprocity to measure external network. Meanwhile, the process index and comprehensive title are used to measure market orientation and firm performance. Through a structural equation model and hierarchical regression analysis, we found that enterprise network positively effects on market orientation. Meanwhile, both enterprise network and market orientation have positive effect on firm performance. Base on the research conclusions and the depth interview survey result, some advices to the development of market strategy for SMEs in Fujian even other regions was given.