| 1. Research ObjectiveChina's economy has developed rapidly during the 30 years of reform and opening up. China has made remarkable achievements in many areas and became one of the world's main production bases. However, the State Statistical Analysis of some relevant departments shows that many patents used in many high-tech areas are from abroad, and a lot of high-end equipment also have to rely on imports. Chinese core technology with independent intellectual property rights of enterprises is still very rare. All these show that the ability of independent innovation of Chinese enterprises is still very weak. Facing the innovation and technology upgrading as the main features of the global competition, shortage of resources and weak capacity of independent innovation in China has become the bottleneck of economic development. To promote innovation in enterprises, speed up and improve the capability of independent innovation of Chinese enterprises has become Chinese important task for sustainable economic development. In fact, innovation has a great uncertainty. Leaders of Chinese enterprises are not the people whom are inherent adventurous entrepreneurs mentioned by Schumpeter. Leaders of enterprises will implement innovation only with good expectations for innovation performance. Therefore, how to improve enterprise innovation performance is the issue that a large number of scholars and entrepreneurs are concerned about.Foreign scholars observes the phenomenon that the innovative companies usually have the largest market share in the industry, with the strongest influence of company brand; and those innovation successful companies are often attach great importance to integrate internal and external resources effectively in the enterprise. Especially for the new knowledge-based enterprises, it is more likely to integrate internal and external resources, improve the enterprise's core competitiveness and business performance and create sustainable competitive advantage by increasing the degree of corporate brand and corporate reputation (Cooke and Wills,1999). Chinese enterprises are less capable of independent innovation and the ability to influence the market was weak, especially for lack of more influence and better-known brand and reputation. In previous studies, scholars usually study the impact on the corporate brand and corporate reputation from the business innovation, and there is a little study about the impact on corporate innovation and the innovation performance from brand and corporate reputation. Therefore, based on the brand and corporate reputation perspective, this paper tries to study how market influence impact on the innovation and innovation performance.2. Research contents, ideas and methodsAccording to the topic, from the following aspects and the methods the article studies that market influence how to affect mechanism of innovation performance: (1) to definite and construct the measurement of the market influence including the brand and reputation with the previous literatures; (2)based on the resource-based theory,to analyze how market influence affect innovation performance through the innovative resources, and build the appropriate conceptual model with putting forward hypotheses; (3)by means of a questionnaire survey to collect data on market influence, resource acquisition and innovation performance,and test the scale reliability, validity, the theoretical model with using regression analysis,structural equation modeling, software SPSS13.0 and AMOS6.0.In the course of the study, in accordance with logic of asking questions, analyzing and solving the problems, based on resource-based theory, the framework of "market influence—resource acquisition—innovation performance" is established and studied in this article:(1)to ask the questions based on observation of the phenomenon and the existing theoretical research; (2) to study the mechanism how market influence affect innovation performance in the qualitative and quantitative way through the literature review on the dynamics of domestic and international research; (3) to draw conclusions, limitations and future research directions based on previous analysis. 3. Research ConclusionsFrom the marketing point of view, market influence includes two dimensions of brand influence and reputation influence. According to former studies, resources (human resources, financial resources and customer resources) as a mediator of the market influence effect on innovation performance is selected to test with 202 enterprises'survey in China and structural equation models. The results show that the market influence has a significant positive effect to the innovation performance through resources acquisition as a mediator.Brand influence has a significant positive effect on reputation influence. The results are also consistent with previous views of other scholars, Such as Saxton (1999), Arjun Chaudkuri (2002), also demonstrates relationship between the reputation and the brand.Market influence has a significant positive effect on resource acquisition. (1) Brand influence has a significant positive on human resources. (2) Brand influence has a significant positive on financial resources. (3) Brand influence has a significant positive on customer resources. (4)Reputation influence has a significant positive on human resources. (5)Reputation influence has a significant positive on financial resources. (6)Reputation influence has a significant positive on customer resources.Resources acquisition has a significant positive effect on innovation performance:(1) Human resources has a significant positive effect on innovation performance. (2) Financial resources has a significant positive effect on innovation performance.(3) Customer resources has a significant positive effect on innovation performance.4. Theoretical Contribution(1)Combination of economics, communication and marketing related to the research of market influence, the definition and measurement of market influence has been studied in this article. Market influence has been divided into two dimensions of brand influence and reputation influence. The appropriate measurement scale is built through a small sample, large sample survey data, using statistical methods to purify, reliability and validity analysis.(2)Based on RBT, how market influence affect innovation performance through the innovative resources is analyzed, and the appropriate conceptual model with putting forward hypotheses is built. By means of a questionnaire survey of 202 enterprises to collect data on market influence, resource acquisition and innovation performance,and test the scale reliability, validity, the theoretical model with using regression analysis, structural equation modeling,using software SPSS13.0 and AMOS6.0 to verify the theoretical assumptions of structural equation model. The result shows that market influence can improve the innovation performance through innovative resources acquisition.(3) Customer resource is studied into innovation resources. The success of innovation must be reflected in the commercialization success of the final product. It must be related to the consumers of product or service—customers. In previous studies, Liu Jianxin et al., (2006) considered that customer was a resource based on RBT. However, most of scholars in the past only used technology, information, knowledge, capital and other resources as necessary resources for innovative research, and a few studies were about customer resource. Therefore, customer resource is studied as innovation resource in this article.5. Research Limitation and Future Research Direction1. Limitations.(1)Based on the previous research, market influence is defined. The relation between market influence and innovation performance is researched from the view of resource acquisition. But there is no consensus definition until now. In this study, market influence is only studied from band and reputation. Therefore, the definition of the market influence will be further verified in theory and practice. (2)These data are cross-section data from the business survey, which cannot reflect the dynamic relationship between market influence and innovation performance. (3)In this study, the data comes from the different nature, different industries and different sizes. So its conclusion of the study should be applied to the different nature, different industries and companies of all sizes. In fact, we can learn from the experience that the efficient and effective is different by different business channels and access to resources. However, there is no difference in this study from a different nature, different industries and different size.2. Future research directions. (1)The definition of the market influence will be further verified in theory and practice.(2) Trying to collect the business of panel data in the future research in order to study the dynamic relationship between market influence and innovation performance and the impact of cumulative effects. (3)Next study will be done with the innovation enterprises according to different business channels and access to resources, different properties, different industries and different size.
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