The Relationship Among Entrepreneurial Orientation,Marketing Capability And Corporate Performance

The role of marketing capability in enterprise operation is becoming increasingly significant as the individuation and diversification of consumer demand. Combing the industrial transfer demonstration region of the city-cluster along the Yangtze River in Anhui reality background that enterprises are the engine of economic development, as well as the theory background that the way how entrepreneurial orientation influence performance. Through empirical study this paper reveal marketing capability play the role of mediation in the influence mechanism between entrepreneurial orientation promote performance. It can enrich theoretical research and confirm the importance of marketing capability, which has reality meaningful.Through the review of domestic and foreign literature, this paper summary of the theoretical achievements and shortcomings. Then determine the study theme. And constructing the theory frame of the variable of entrepreneurial orientation, marketing capability and enterprise performance, then putting forward relevant hypothesis. There are two stages about empirical research:(1)The small sample test. Senting and receiving75questionnaires in small range, then makes reliability and validity analysis for entrepreneurial orientation, marketing capability and enterprise performance.eliminating the unqualified item and forming the final questionnaire.(2) Empirical research. Making descriptive statistical analysis for230effective questionnaires at first. Then testing the questionnaire’s reliability and structure validity through CFA. Last to doing each variable’s correlation analysis and regression analysis and finally examining psychological capital mediation.This paper draw the following conclusions through empirical study based on related theories. 1. The entrepreneurial orientation significantly positive promote enterprise performance as a whole. Innovativeness and Proactiveness can significantly promote the enterprise performance improvement, but not Risk-taking.2. Innovativeness and Proactiveness of entrepreneurial orientation can significantly improve marketing capability, but not Risk-taking.3. Marketing capability significantly positive affect company performance as a whole. Customer relationship management, product development management significantly improve enterprise performance, but no significant effect of management of supply chain.4. Marketing ability overall play a mediation role in entrepreneurial orientation affect enterprise performance. In cluding the management of consumer relationship and product development play the role of mediation, but the management of supply chain can’t play a role of mediation.