市场导向的感知对渠道关系质量的影响——基于中国市场的实证.研究

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1、AbstractInsomeacademicresearch，itiSreportedthatamarketorientatedfirmwillimproveitsgeneralperformance．Inthemorecompetitiveenvironment,thecompetitiontakesplacebetweennetworkorvaluechainratherthanbetweenindividualcompanies．Thisresearchconsiderstheimpactofmarketorientationinthechannelrelation

2、ship．andfirstexaminestheimpactofbothsupplieranddealerperceptionsonsuppliermarketorientationandonchannelrelationship，includingtrustandcommitment．ThemodelcomparisonisconductedafterwardstOcomparethemodelweproposeandthemodeIinpreviousresearchwiththesamedataandmorediscussioniSmadeonthediscrepa

3、nciesofdifferentmodels．Theresearchusesthefocaldatacollectedfrom205supplier-distributordyadstotestthehypothesisusingLISREL．Weconcludewithmanagerialimplicationandfurtherresearchsuggestion．Keywords：marketorientationperceivedmarketorientationchannelrelationshipChineseLibraryClassification：F27

4、61．1．Researchpurpose1．IntroductionAsmodemmarketingtheorycharacterizesmarketingasadecision-makingactivitydirectedatsatisfyingthecustomerataprofitbytargetingamarket(MeCarthy1960；Kotler,1967)，moreandmorescholarspayattentiononitsimplementation．Thepreviousresearchpositsthosemarketorientationfi

5、rmshavealongtermviewonperformance，itsmarket-sensing，inner-organizationcooperationandcustomer-linkingcapabilitiesleadtosuperiororganizationalperformance．Andscholarsalwaysfindpositiveassociationbetweenmarketorientationandorganizationperformance，marketorientationwillleadtobetterperformance．H

6、owever,intoday’Smoreglobalandcompetitiveenvironment,thecompetitiontakesplacebetweennetworkorvaluechainratherthanbetweenindividualcompanies(Day1994；Elg2000；Hunt1997)，thebehaviorofanindividualorganizationwillimpactitschannelpartnersandtheinteractionamongchannelpartnerswillinfluencetheoveral

7、lperformanceofthenetwork．Thismeansthatinordertounderstandhowaninter-firmnetworkcanbecomemorecompetitiveandeffectiveinservingitsfinalmarket,marketorientationneedstoberecognizedatchannellevel(Elg，2002)．Someliteratureshavestartedtorecognizetheimportancetoputthemarketor