| Market Orientation research has developed from the beginning of 1990s, it has developed for more than 20 years and has formed a more perfect theories system, and now it is in the continuous development.At present, the studying in the Market Orientation theories mainly inquiry into four contents: the first is the definition of Market Orientation; the different researchers studied it in ways of culture, action, study, and information. The second is the calibrations of Market Orientation, that is, develop a related calibration to the Market Orientation definition of different views to test the meter. The third is to establish the theoretical model aimed at the Market Orientation. The fourth is the performance of Market Orientation, namely, how handler is of implementation Market Orientation when the Market Orientation is in the realistic appliance.This paper in the first place points out the existent scarcity as following:First, Kohli and Jaworski as the representative scholars proposed a Market Orientation action view based on Market Orientation notion, the vies thought that the Market Orientation is collecting the market information and to make a response to it. Take Narver and Slater(1990) as the representative scholars, they lay claim to the cultural standpoint of Market Orientation and consider that the Market Orientation is a kind of organization culture, and the organization persists keeping watch the information of the shopper. The scholar just like Gray, Matear and Matheson is studying the Market Orientation based on the activity and culture. Take Day(1994) as the representative scholar to think that the Market Orientation is a kind of organizing ability .This kind of unilateral search is the interpretation scarcity of the Market Orientation theories. Therefore this paper integrated Market Orientation action view, Market Orientation cultural view and the submission integrated Market Orientation notion. Secondly, on studying the variable quantities of theoretical mode, numerous studies have proved that the difference of Enterprise Proficiency and Market orientation of business are closely related. At the same time many researchers think the enterprises with Market Orientation can acquire the further success in the market. The Market Orientation of business is valued by the researchers related. To review from the documents, the relationship between corporate performance complications and impact of the Market Orientation is very complicated. Many scholar studies confirm that the Market Orientation exists and mutually influences the corporate performance. For example, Narver and Slater take 113 strategic proposition units of an American company as sample and adopt MKTOR to measure schedule to steer calibration. Jaworski and Kohli take 222 strategic proposition units of American 102 companies as sample in search and adopts MARKOR to measure schedule to steer calibration too. But in the meantime, some scholars found that there is no relation between Market Orientation and Corporate Performance. Take 87 manufacturing establishments in England as sample, such as Diamantopoulos and Hart, undertook empirical research, also found that the relationship of Market Orientation and Corporate Performance has nothing to do with each other. Greenly still took British company as sample, the empirical research discovered the nonentity relation of the Market Orientation and Corporate Performance. According to this, this paper works over the impact of the Market Orientation upon the Corporate Performance, which will increase the academic power of explanation.Now great quantities of searches have already confirmed innovation to the Corporate Performance influence in a positive way in aspects of something about Market Orientation. In the meantime, the product innovation take an active part in the Market Orientation and the Corporate Performance, just like Han, Kim and Srivastava. But there is hardly cultural heritage's product innovation for different types, such as technique innovation and market innovation, because this paper brings the product innovation into the range of research, and extend it to the technique innovation and the market innovate in order to analyze in two levels.In the meantime, during the search process of the Market Orientation theories, Slater and Naver(1995) proposed a Market Orientation and Entrepreneurial Orientation if it can head with the leadership, organic structure, decentralized strategy together, which will have good impacts on studying. The Entrepreneurial Orientation mainly refers to the risk exposure, the go-aheadism, independence and activity when the Entrepreneurial Orientation combine together with organization designed and structure corresponding to the Market Orientation, and then influence a Corporate Performance. Therefore This article will guide entrepreneurs into the scope of the study, the content-oriented entrepreneurs from the past to assume the risks of research attention, proactive, and innovative extension of the three dimensions of risk-taking for the first mobility, autonomy, innovation and the enthusiasm of the five levels of competition, to make up for past shortcomings of the literature.In the study of corporate performance, most of these studies are to maximize profits and maximize shareholder rights and interests as a corporate goal of these studies and therefore the main choice of financial indicators (Financial Performance) is to measure business performance. However, with the market-oriented relationship between corporate performance and the continuous development of research, more studies have indicated that the financial indicators of corporate performance does not reflect the more comprehensive response to the operation of enterprises. In this paper the measurement of business performance, from the perspective of stakeholders, customers will be divided into business performance, financial and staff at three levels, analyze the market-oriented and entrepreneurial-oriented, such as effects on the performance if there is any difference.Based on this, a large number of document review in this paper, based on the integration through the creation of a theoretical model, validation-oriented entrepreneurship, market orientation, product innovation and the relationship between corporate performance. At the same time, market-oriented response to the relationship between corporate performance and the complexity proposed the integration of the concept of market-oriented, and select the scale for such a mature market-oriented measurement points and study its relationship with business performance correlation between the degrees. Specific variables in the choice, select entrepreneurs as a market-oriented antecedent variables, and will extend its research into risk-taking, proactive, and autonomy, innovation and enthusiasm of the five levels of competition, product innovation as a select market orientation and business performance of the intermediary between the variables, at the same time from the perspective of stakeholders, corporate performance will be extended to "the customer, financial and staff performance," three levels to make up for shortage of the past literature.Study the theory of market-oriented, entrepreneurial orientation; product innovation and business performance related literature review and comments, further clarified the limitations of existing studies and the lack of a final research framework and theoretical assumptions.Study-depth interviews and questionnaires through research carried out in two forms. The design of the questionnaire used in the development of preliminary studies as the basis of the maturity scale, and adjusted accordingly to ensure the scale has good reliability and validity. Finally, seven-point Likert scale (7 Point Likert Scale) to measure.Subjects within the main choices of Jilin Province in the manufacturing, service and financial sector enterprises, the main choice of research targets senior leaders or senior managers, to facilitate the sample taken in conducting the inquiry. 300 were selected as the study sample and medium-sized enterprises, in order to ensure comprehensive and effective data collection and improve quality of the data, which 300 enterprises distributed 800 questionnaires, 431 questionnaires were eventually recovered, of which 248 copies of valid questionnaires. After finishing the questionnaire, through the SPSS and AMOS software package for data processing, the use of descriptive statistical analysis of reliability and validity tests and structural equation analysis, the assumptions of the study carried out tests one by one .The ultimate conclusions of the study are as follows:1. Entrepreneurship-oriented market-driven integration has significant positive effects. Description oriented and market-oriented entrepreneur consistency.2. The integration of market-oriented corporate performance has significant positive effects. As a result of market-oriented relationship between the impact on enterprise performance has been generally confirmed, therefore, this study of market-oriented corporate performance of the positive effect is verified again.3. Because of the market-oriented entrepreneur-oriented, market-oriented impact on corporate performance are significant, therefore, can confirm that a market-oriented guidance to entrepreneurs and business relations between the performance of intermediary role. 4. The integration of market-driven product innovation has significant positive effects. This shows that from the integration of market-oriented point of view, the implementation of market-oriented enterprises can achieve the enterprise's ability to enhance product innovation.5. Product innovation to business performance is not significantly affected. This conclusion of the previous literature in general to draw a significant impact on the results of different, as Wolfe (1994) in the study pointed out that the "Business Innovation in the study, almost all of the findings are inconsistent." The reason, this paper argues that there are three aspects: First, from the uncertainty of the innovation decision, different types of product innovation can lead to different results to business performance. The second is by the innovative nature of the decision delay, product innovation is a long and complex process, and although the time lag of innovation with information technology development has become increasingly short of time, but the delay is still widespread. Third, this does not significantly affect the relationship as well as the choice of traditional industries in this article as determined by the study.This research mainly selects the enterprises of manufacture, services and finance as its object of study. It takes the higher leaders and top managers as investigation targets with the method of samples survey. I select altogether 300 bigger and medium-sized businesses as research samples and send 800 pieces of questionnaires so as to assure the efficiency of these data. Finally, 431 pieces are taken back, among which 248 pieces are valid. After sorting them out, I process these data through SPSS and AMOS software package logarithm. During this process, the author tests the validity of the suppositions by using the methods of statistical analysis, validity test and equation analysis, etc.The conclusions are as follows.1. The entrepreneurs exert obviously positive influences on market orientation, which proves the orientations of the entrepreneurs and the market are in line with each other.2. The market orientation has active influences on enterprise performance. Based on the fact that the influences of the market orientation upon the enterprise performance have been widely acknowledged, therefore, this thesis tests the positive influence again. 3. On the basis of the previous two positive influences we have talked above, a conclusion can be got that the market orientation acts as the intermediary agent4. It is also positive that the market orientation acts upon the product innovation. This proves that from the market orientation point of view, any enterprise can improve the product innovation as long as they can carry out the market orientation.5. It is not so obvious that the influences of product innovation upon the enterprise performance. This conclusion is different from the previous studies. As Wolfe(1994) pointed out that "in the research of enterprise innovation, nearly all the results are different from others." The author thinks there are three reasons for this. Firstly, innovations are uncertain. The innovations of different types of products can result in different directions of enterprise performance. Secondly, innovations are time-lagged. The process of the product innovation is a long and complex one. With the development of technology, the time lag has already become shorter, but it still exists. Thirdly, this insignificant influence is decided by the research objectives of this thesis.The theoretical significances of this thesis in the present market orientation theory lie in the following aspects.1. I propose the market orientation integration concept. On the basis of literature review, the view that the market orientation should be based on the customers' value is proposed. I also refer to the resources of many foreign scholars and gave concrete calibration volume schedule, also strengthened the search depth of the market orientation concept.2. The theoretical integration matrix of the entrepreneurial orientation, market orientation, product innovation and corporate performance is built up. This matrix combined integration market orientation and brought creation into the entrepreneurial orientation. This empirical analysis enables the market orientation concept clearer and its relations with the enterprise performance.3. This thesis also analyzes the intermediary agent effect of the market orientation in the relation between the entrepreneurs' orientation and the enterprise performance.This paper takes the previous dependent variable of market orientation into the research, and extends the range of research of entrepreneurial orientation to the five levels including the risk assumption, earliness, independence, innovation and competition. Finally, through the research the important intermediary effect of the market orientation is inferred, that is, the entrepreneurs' orientation exerts great influences upon the enterprises' performance through the market orientation.4. The enterprise performance is measured from the avail correlation point of view. This paper takes the customers, employees and finance into the range of research and tests the effects of the variables upon the customers, finance and employees.The conclusions also have great significances in practical appliances.On the market orientation cultural standpoint foundation, product innovation has positive effect on the corporate performance; therefore, the executives should pay more attention to the customer orientation, competitor orientation and inter-departmental coordination while conducting the product innovation. Also, they should strengthen the integration of inter-department, observe customers' demand and strengthen the analysis of the competitors in order to effectively promote the corporate performance.Concerning with the positive influences talked above, the enterprises should strengthen the education of the members to observe the customers' demand and the analysis of the competitors. Meanwhile, the members should cooperate with each other to achieve the same goal. Furthermore, the enterprises should have the sensitivity for the market opportunity or the threat, and predict the supply and demand changes, and encourage the employees to pose news ideas. On the contrary, the enterprises should assume the possible risk that the performance item produces, and reinforce the existing knowledge and new products.Due to the limitations of conditions, this thesis also has several disadvantages which are listed as follows.1. Limitations of market orientation integration. Although this paper proposes the market orientation integration based on the customers' value, this theory foundation is still weak. For example, there still needs a further research in the customers' expectation to the market orientation at different stages of development.2. Limitations of dependent variables which influence the market orientation. This paper only picks one entrepreneur orientation to understand its impact on the market orientation. In fact, there are many dependent variables; therefore, the limitations of the conclusion may exist.3. Limitations of the selection of research objectives. This thesis collects the data by use of samples method and takes the building ground craft, car manufacturing business, banking and dining service industry as its main research objectives. Therefore, the research results may be not be applicable to all the enterprises due to the limits of resources and regions.4. Limitations of the survey tools. This paper proposes the integration market orientation notion and it also draws lessons from foreign scholars in measuring the market orientation by use of the volume schedule. This volume schedule has good validity, but the further empirical research is still needed.5. Limitations of research methods. This paper gets the conclusion of the insignificant influences of products innovation upon enterprises performance. The partial reason for this is that I adopt the cross section in the research, in other words, I pick only one time point to study the theoretical model and experience the long-term observation and the text of the interactional relationship of the variables in the model. This limits the inference of variables on the reason-result relations.In the further study, the research of reinforcing the theories depth, leading more variables to strengthen the interpretation abilities of the model, broadening the objective scope, developing more suitable survey tools and adopting the vertical section survey tool to interpret the market orientation theory.
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