The Study On The Theory And Practice Of Market Orientation Of Enterprises

This paper focuses on how managers improve the degree of marketing orientation in enterprises, which is to develop the application approach used by managers to improve the degree of marketing orientation in their organizations. Today, in the environment of changing rapidly, enterprises suffer from all kind of forces, for example, globalization, competition intensification, technology changes, channel diversification, and customer needs decentralization. Those forces are going beyond the stable centripetal force, it is very difficult for enterprises to maintain synchronous with marketing. So, the implement of marketing orientation becomes very important. It believes that the higher the degree of the enterprises'marketing orientation, the more successful for enterprises in marketing. This paper adopts the methods of integrating theory study with case study. The current theory study includes the following aspects, such as the historical root of the concepts of marketing orientation, the concepts of marketing orientation, the measurement of marketing orientation, the models of marketing orientation and its application. So far, many scholars have widely explored why to improve the degree of marketing orientation (because in general there is positive relationship between marketing orientation and performance) and argued norms, human resource and process and capability of organizations would help organizations improve their degree of marketing orientation. However, there has limited attention on how to improve the degree of marketing orientation by managers. This paper tries to develop an implement framework of marketing orientation, which includes marketing orientation's activities framework, causal framework, and implement framework. These frameworks are benefit for finding areas of improvement further. The improvement in processes, activities, and behaviors result in improving business performance, the key of process-based approach is a process, activity, and behavior that the elements of organization are changed. The causal framework shows effect chain from process to performance explained why do these processes, activities, and behaviors need be changed, and indicates which process, activity, or behavior firstly need be changed. The implement framework shows how to change. Then based on the theory study, this paper further explores the framework of marketing orientation through investigating two enterprises in Xiamen. The case study includes two phases. In the first phase, it tests the validity of the preliminary implement framework by the case of WAYNET (computer and network company in Xiamen). The preliminary framework is based on the idea that the improvement of larruping creation of customer value could be realized by redesign of marketing, sale, and service process. It modifies the preliminary implement framework according to the results of case study. The modified activities framework change in two aspects. (1) The activities of marketing orientation are to define the conception of customer value and create the customer value. (2) The activities of the market intelligence, the conception of customer value and the creation of customer value shape the closed circle in the activities of marketing orientation. The seven enabler elements of motivating the behaviors of marketing orientation (rewarding and punishing, management behaviors, information communicating network, roles and responsibilities, tools, processes and procedures and skills) are introduced into the modified causal framework. The modified implement framework adopts the way of "collaborative incrementalism"and treats the redesigning of enabler elements as the extra step. In the second phase, after the application of the modified framework in Xiamen Guodian Switch Ltd., Co.(abbr. Guodian), it discusses the process of marketing orientation change based on three elements of marketing orientation, such as marketing intelligence generation, dissemination and use, and enabler elements of motivating the behaviors of marketing orientation. Thereby, it put forward the opinions of modifying the framework, such as to define the future idea of marketing orientation precisely, to evaluate the enabler elements used currently, to manage all kinds of the being improved projects and to learn and study the market continuously. This paper makes the last revision based on observation and intervention with "GuoDian". In the final activities framework, four activities processes are introduced, such as to learn the market, provide values, maintain values and evaluate values. Also the final causal framework is the complement of activities framework as the tool of diagnosing the states quo of organizations. The final implement framework advances the detailed steps for changing so as to direct the process of changing. Certainly, the framework in this paper is not the real final one. It has improved theframework based on process, whereas the further study may be based on the application of the culture of marketing orientation. Also it may explore whether the scarcity of marketing orientation in some industries or departments will influence the relationship between marketing orientation and performance. Furthermore, in order to study the marketing orientation in the process of evolving dynamically, it should track the enterprises for a long time.