| Market orientation (MO) theory is a kind of Marketing theory appeared in the late 1980\ A great deal of research from overseas describes that there exists a positive relationship between MO and corporate performance. Though, in the environment full of dynamic, un-predictive changes in China, what" s the relationship between them?hi order to make a conclusion and find the way to enforce the idea, the dissertation firstly provides a literature review in the field, pointing out some weaknesses, and then constructs a new research framework based on which the dissertation goes on analyzing.The dissertation consists of three parts, seven chapters:Part One is Introduction and literature review: On the necessity of the research and its progress:Chapter I: Introduction. It is mainly the dynamic and complex environment that corporate faces, for which MO is a choice to adapt to the changing environment, creating superior customer value and responding to the worldwide competition. However, there are some inadequate standpoints about MO such as ignoring. following and surpassing market. The reasons are misunderstanding about following or guiding customer present or latent customer technology-driving or market-pulling, And following is a brief of the content and analyzing instruct research framework and innovations of this dissertation.Chapter II: Literature review on MO theory and corporate performance. First, author states the origin of MO theory, and concludes that there are three research sub-fields, then analyzes its philosophic base-new marketing concept. MO is the result of the marketing development. Two research streams come into being, one is culture perspective, and the other is behavior perspective. Second, author pays the emphasis on the status quo of the research on relationship between MO and corporate performance overseas and domestic, summarizes the defects of the MO and corporate performance measurement, and provides research framework for the following parts.Part Two is constructing the research framework which includes constitute market orientation and corporate MO management, and accordingly the analyses of relationship between MO and corporate performance.Chapterlll: The introduction of MO system model and the construction of constitute market orientation. It is a framework, which regards corporate as an entity and gets to know the connections among its stakeholders. Systematically, MO is not only a kind of behavior or culture, but also an organic system comprised of behavior and culture. There are two sub-systems in the framework: one is constitute MO, which is superior to the traditional corporate-down stream customer framework; the other is corporate MO management.It expresses that we should take into consideration other stakeholders such as customer competitor and so on when measure the degree of MO. There, corporate is in many different markets when corporate are in different phrases. As a result, MO is constituted which includes both corporate-down stream customer and other stakeholders. It is right for corporate to take different management tactics when deals with different stakeholders according to constitute MO.Chapter IV: Corporate MO management. At the level of corporate activities, management realizes MO. The dissertation provides a model composed of corporate-customer relationship, super customer value creation and corporate culture, integrating planning, organizing, controlling, information and HR management system organically which interacts with the constitute MO, providing a theory postulate for next chapter content MO measure.Chapter V: Market oriented product innovation. During the interacting process of corporate and environments, Products play significantly. So it is necessary to ask what MO does to product innovation. From the heredity and variance views, product innovation takes two forms: incremental innovation and radical innovation. MO filters information through the dominant logic, which is helpful for the incremental innovation. The kind of innova...
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