生产性服务业市场导向执行模式与绩效相关性研究

发布时间：2018-10-25 14:52

【摘要】：生产性服务业逐渐成为国民经济中发展速度较快的部门，其与制造业之间存在着互动关系，它们互相依存、互相促进已经形成了紧密相联的关系。市场导向理论的研究仍然处于持续发展以及逐步完善的阶段，学者们对于市场导向概念的界定、测量方法以及其与企业绩效间的关系等多个层面进行了研究，培育市场导向已经成为企业在提升自身竞争优势以及实现顾客价值最大化的首要前提。市场导向与企业绩效相关性研究逐渐成为焦点，研究学者通过引入中介变量构建了不同的关系模型，但是，，研究中很少具体考察企业在市场导向的各个层面的不同执行力度，因此研究市场导向的具体的执行模式有着实际意义。本文依据学者们的研究成果，将环境不确定性作为缓冲变量引入到市场导向执行模式与企业绩效的关系模型中。调研过程中把辽宁省生产性服务业作为研究对象，对其中的196家企业进行了问卷调查，并对收集的问卷进行了聚类分析来探讨不同的市场导向执行模式与企业绩效之间的所存在的关系。研究结论显示，辽宁省生产性服务业存在两种不同的市场导向执行模式，即全面市场导向执行模式以及竞争主导型执行模式；市场导向执行模式对企业财务绩效以及市场绩效存在显著影响；环境不确定性因素中市场竞争对市场导向执行模式存在显著影响，但是技术变革对市场导向执行模式不存在显著影响。企业特征变量对市场导向执行模式存在显著影响。依据研究结论，提出了相应的管理建议，生产性服务业企业为提高企业绩效应该树立市场导向的观念，重视市场导向执行模式以增强自身的竞争优势。
[Abstract]:Producer service has gradually become a fast developing sector in the national economy. There is an interactive relationship between producer service and manufacturing industry. They depend on each other and promote each other to form a closely related relationship. The study of market-oriented theory is still in the stage of continuous development and gradual improvement. Scholars have studied the definition of market-oriented concept, measurement methods and the relationship between market orientation and enterprise performance. Cultivating market orientation has become the first prerequisite for enterprises to enhance their own competitive advantage and maximize customer value. The research on the relationship between market orientation and enterprise performance has gradually become the focus. Scholars have constructed different relational models by introducing intermediary variables. However, the research rarely specifically examines the different execution dynamics of enterprises at all levels of market orientation. Therefore, the study of market-oriented implementation of the specific mode of practical significance. Based on the research results of scholars, this paper introduces environmental uncertainty as a buffer variable into the relationship model between market-oriented execution model and firm performance. In the process of investigation, the producer service industry in Liaoning Province was regarded as the research object, and 196 enterprises were investigated by questionnaire. Cluster analysis was carried out to explore the relationship between different market oriented execution models and firm performance. The research results show that there are two different market oriented execution modes in producer service industry in Liaoning province, namely, comprehensive market oriented execution mode and competitive oriented execution mode. Market oriented execution mode has significant influence on enterprise financial performance and market performance, market competition has significant influence on market oriented execution mode in environmental uncertainty. However, there is no significant influence on the market-oriented execution mode by technological change. The enterprise characteristic variable has significant influence on the market oriented execution mode. According to the conclusion of the research, the corresponding management suggestions are put forward. In order to improve the enterprise performance, producer service enterprises should set up the concept of market orientation and attach importance to the implementation mode of market orientation in order to enhance their competitive advantage.
【学位授予单位】：沈阳工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F224

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