Research On Market Driving Strategy In High-tech Enterprises Based On Entrepreneurial Orientation

With constant emergence of new technologies in the world, the high-tech enterprises are increasingly becoming the impetus of technological progress and the core of economic growth. Both new enterprises and the second pioneering of existing enterprises, entrepreneurial orientation has played a positive role to explore the market opportunity to expand business and seek competitive advantage, so more and more high-tech enterprises chose to use entrepreneurial orientation as a key for the growth and strategic direction, looking for new profit growth and breakthrough. In that way, for high-tech enterprises of entrepreneurial orientation, if these hope to achieve a better market position and sustainable development, a more active way of market driving is more suitable for these high-tech enterprises. Therefore, research on market driving strategy in high-tech enterprises of entrepreneurial orientation and their successful implementation is significant for enterprises development.This paper based on reviewing and summarizing the results of previous studies, sorts out the evolutionary process of the concept of market driving, puts forward the meaning of market driving strategy, and analyze the value and significance of implementing market driving strategy under the entrepreneurial orientation. Based on market driving theory and related theories of strategic management, select exploratory case studies and grounded theory methods for exploratory research, find out successful business factors of market driving strategy that implemented by high-tech enterprises of entrepreneurial orientation. Specific conclusions are as follows:Firstly, market driving strategy is a distinctive way of survival and development in order to avoid direct competition of other enterprises, and dig deeper potential consumer demand, to constantly change actions of market participants, or change market structures. The market driving strategy can be described as a way of enterprises’survival and development, form difference and looking for new ways, set up unique cognitive in consumers’mind, represent a visionary leader. Secondly, the implementation of the strategy will help the enterprises to become the market leader, improve enterprises competitive advantage and achieve profit growth. Third, a top and perfect business philosophy, obsessed with innovation, hands-on leader, independent technical innovation, strengthen the last kilometer of marketing, and have a keen insight into matters of incentive mechanism, all these factors could be important factors of successful implementation of the market driving strategy.