An Empirical Study On Impacts Of Market Orientation Level On Performance In The Third Party Logistics Enterprises

The third party logistic businesses are contacted closely with the market. They face to not only the market of theirslves trade, but also the market of their customers trade. As well as, the logistic business link the supply part with the need part. Market orientation is a new stratagem; there are a lot of researches about it abroad. Logistic business are so closely associated with the market that the author tries to apply the market orientatin theoretics in Chinese logistic business as the stratagem. With the background of the reality, this paper analyse the reason and feasibility of market orientation theoretics in Chinese logistic business as the stratagem in theory. Then the author had an interview with the manager of logistic business in ChongQing and the managers filled in the questionnaire as well as. Using the tool of SPSS 11.0, the author analysis respectively the relationship market orientation and the three part of market orientation with the logistic enterprise's performance. Based on the results, the paper brought out advices for Chinese logistic business how to put the theory of market orientation into practice. The empirical research results show that Chinese logistic business have been the market-oriented business in some degree; The greater the business's market orientation, the greater the business's profitability will be; a positive relationship between customer orientation growth and a business's profitabitlity; a positive relationship between interfunctional coordination growth and a business's profitabitlity; but a negative relationship between competitor orientation growth and a business's profitabitlity, So Chinese logistic business must perform Chinese characteristic maket orientation.