The Empirical Research Of The Relation Among Market Orientation, Innovation And Performance Of The Commercial Bank

Market orientation is a central component of the more general notion of the marketing concept, the pillar upon which the modern study of the marketing is based. Whether market orientation will help to improve the performance of a business is a key topic in marketing academy circle in recent years. This article explores the relationship among market orientation, innovation and performance as the example of the commercial bank. Of course, the research of the relationship among market orientation, innovation and performance has the practical significance to the commercial bank. This article includes two parts: theoretical model construction and model test. In the first part, it begins with the realistic inconsistency between the market orientation and the performance and the different explanation of the inconsistency. On the base of related literatures, this article constructs a new model that the innovation was treated as medium variable. For the better understanding of the truth, the market orientation is divided into three parts, while the innovation is divided into two parts. The writer investigates the relation by investigate these parts of the different variable. The first step of the empirical research is mending the original measuring scale and devising the new measuring scale for adapting the fact of bank. The writer modifies some item on the base of scale of Yang Zhi about market orientation. The scale about innovation and performance are created on the base of the related theory. These scale is be perfected by presetting, and amending, then the writer collects the data and does the empirical research. It shows that the scale and the model is very good. At last, the writer take a brief narration about the shortcoming of this article and proposes some perspective about the further research.