| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 91 === This research mainly probes between the entry strategy and market orientation with marketing performance. The government open curriculum of textbook market to indicate society advancement. Regarding to evidential research, it takes to do an intensive investigation, and depth interview including present ahead eight cases as examples, industries major vendor of Taiwanese bookmakers. The change of market share and the four “P” strategy-product, price, placement and promotion are reviewed to understand the strength and weakness of bookmakers.
After literature review and analysis of cases data, we entry is divided into the pioneer-type and follower-type. Market orientation to be typology there type；quality-oriented type, customer-oriented type and competitor-oriented type. Both entry strategy type and market orientation to intersect we got six modes. Then we use external environment to inspect marketing performance of textbook market. The important investigative results are: 1.In entry strategy type, there is an obvious difference of pioneer type and follower type. 2. The one who adopts market orientation；there is an obvious difference of quality orientation type, customer orientation type and competitor orientation type. 3. There is an obvious difference of marketing performance among six different coordinated strategies of entry strategy type and market orientation. 4. Whole vendor of textbook market to be influence of external environment for marketing performance.
Finally we gained conclusion and bring up an idea, market orientation will affect profit of industry. Good interaction of textbook market is help primary education. Therefore, market orientation should be the societal marketing orientation.
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