| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 100 === Abstract
Changes in society today is so fast, no one organization can not experience environmental changes and the impact can continue to survive. Therefore, in response to rapidly changing business environment, whether managers or scholars are devoted considerable attention to how the enterprise development and to maintain its market and customer focus (Appiah,-Adu, & Ranchhod, 1998).
Market-oriented indicators to measure an enterprise to promote the extent of the marketing point of view "(Agarwal, et al, 2003). Modern many marketing literature agreed that market-oriented enterprises to gain competitive advantage and the only way to create superior customer value.
Therefore, the purpose of this study was to investigate the impact of market orientation on business performance, the impact of marketing capabilities on business performance and marketing capabilities can be used as market orientation and business performance, the mediating variables,
Narver and the Slate (1990) believes that market orientation should include three behavioral elements: customer orientation, competitive orientation and the coordination of the internal function; two decision-making criteria: long-term point of view and profit-oriented, but also pointed out that market orientation is necessary organization cultural behavior, because it is a most efficient and effective creation of the buyers and the company's value.
Measure of market-oriented organization under the premise of a long-term perspective and focus on profit, the implementation of the customer guide market orientation, the extent of the impact of marketing capabilities and breakthrough innovation on organizational performance, competitor orientation and cross-functional coordination is a way to make the organization efficiency and effectively with customers to establish long-term mutually beneficial relationship between organizational culture behavior (Narver & Slater, 1990). Hult and Ketchen Jr. (2001) market orientation enables the organization to pay attention to market conditions, organizations, ideas and knowledge of the customer to identify the organizations ability to create value for the customers (Slater & Narver, 1995).
In recent years, operators and academics agreed that the operating performance of market-oriented will have a significant impact
Are there other factors? In this study, based on collecting the literature of the scholars marketing capability to do an intermediary between market orientation and business performance variables for the study.
In this study, questionnaires using convenience sampling and the electronic information industry, related industries a total of 130 recycling 111 valid recovery rate of 85.39%
In this study, the electronics industry and related industries as the main industry of the respondents; the reason this study to consider the electronics industry and related industries in the face of the advent of globalization, the global market transparency, while doubling in the pressure of market competition, how to improve the company led by the overall competitiveness and business performance to business topics.
In this study, the marketing ability as a mediator of the relationship between market orientation and business performance, the study concluded that direct significant impact on market-oriented marketing capability, marketing capability to direct significant impact on business performance, market orientation can significantly impact business performance, market-oriented through the marketing The ability to affect business performance.
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