Relationship Between The Technology Readiness Level, Enterprise Legitimate Marketing Strategy And Enterprise Performance

As china’s economic bandwagon rolls on, there is enormous market demand about civil aircraft in China. Because of our country in the field of large aircraft started late, Boeing and airbus have long been the monopoly of the domestic aviation market. How to improve the performance and gain market share in the domestic market, it has become an important issue of civil aircraft R&D and marketing. Enterprise legitimate marketing strategy and technology readiness level have an important effect on the enterprise performance. How technology readiness level and legitimate marketing strategy affect civil aircraft manufacturer enterprise performance. Therefore, the research on how technology readiness level and legitimate marketing strategy impact on the performance of civil aircraft manufacturer has important theory meaning and practical value. This study examines the mediating effects of legitimate marketing strategy on the relationship between technology readiness level and enterprise performance. The institutional support moderates the direct influence of legitimate marketing strategy on the performance.In this paper, the employees of aircraft factories and airlines were surveyed. First, this study summarizes the influence factors and connotation of technology readiness level, legitimate marketing strategy and enterprise performance; Second, this study presents the theoretical model and the research hypothesis and demonstrates these research hypothesis; Thirdly, analyze of mediating role of legitimate marketing strategy in the relationship technology readiness level and the performance of civil aircraft manufacturer. Finally, tests moderating effect on the relationship between the legitimate marketing strategy and the performance. The conclusions have important research value: First, this study has optimized the scales of technology readiness level, legitimate marketing strategy, enterprise performance and institutional support; Secondly, verify the mechanism of technology readiness level in performance of civil aircraft manufacturer. Meanwhile, the research conclusions provide reference to improve the performance of civil aircraft manufacturer in China.The main conclusions of this study are:(1) Technology readiness level is positively associated with the enterprise performance.(2) Legitimate marketing strategy is positively associated with the enterprise performance.(3) Technology readiness level is positively associated with the legitimate marketing strategy.(4) Legitimate marketing strategy mediates the relationships between legitimate marketing strategy and the enterprise performance.(5) The institutional support moderates the direct influence of legitimate marketing strategy on the performance.