| Summary: | 碩士 === 南台科技大學 === 休閒事業管理系 === 101 === The main purpose of this study was to understand the influence relationship among market orientation, strategy types and business performance for Organic Chain Retail Store in Tainan City.
This study survey method through purposive sampling. The participants were 250 employees of organic chain retail store(include owner and employees)in Tainan City. The 203 valid samples were collected from questionnaire surveys.
This study applies SPSS 19.0 to analysis research data. The descriptive statistics, factor analysis, reliability analysis, validity analysis, t-test, one way analysis of variance (ANOVA)analysis and regression analysis were analyzed.
The main results were described as follows:
1. The factor analysis shows the results, market orientation including three factors, “customer orientation”, “competitor orientation”, and the “Cross-functional Coordination”; Strategic types inducted three factors, strategy of cost reduction, product differentiation and focus strategy; business performance is one factor.
2. The different sex of organic chain retail store employee shows the differences of customer orientation, strategy of cost reduction, focus strategy and product differentiation; the different unit shows the differences of competitor orientation, customer orientation, Cross-functional Coordination, strategy of cost reduction, product differentiation and business performance.
3. Market orientation had a significant positive effect on strategy types; market orientation had a significant positive effect on business performance; strategy types had a significant positive effect on business performance.
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