Study On The Relationship Among Proactive Market Orientation,Breakthrough Customer Value Innovation And Business Performance

With the advent of the era of market economy,the competition among enterprises becomes more and more intense.How to build competitive advantage to realize the improvement of business performance and how to make customer value innovation better become the focus issues for enterprises and scholars.Many enterprises have begun to focus on implementing market-oriented strategies and exploring how to promote business performance through market-oriented implementation.The research on market orientation has become a hot issue in academic circles.By analyzing the existing scholars' study can found that most of them have ignored the proactive dimension.For the intermediary variables between market orientation and business performance,although scholars have conducted many explorations,most of them ignore the mediating role of breakthrough customer value innovation.Therefore,this paper attempts to explore three questions: first,does proactive market orientation play a role in the performance of the enterprise? If it works,how does it work? Second,whether the breakthrough customer value innovation plays an intermediary role in the relationship between the proactive market orientation and business performance? Third,does environmental uncertainty play a role in the relationship between proactive market orientation and business performance,if it works,how does it work? On the basis of previous studies,this paper will combine with the theories of customer value innovation and resource advantage theory to build a conceptual model about the relationship among proactive market orientation,the breakthrough customer value innovation and business performance,with putting the breakthrough customer value innovation as a intervening variable,dividing the breakthrough customer value innovation into breakthrough value proposition innovation and breakthrough value net innovation,and putting environmental uncertainty as a moderator variable.Data of this paper will be collected mainly through the questionnaire survey.By doing preliminary research and analyzing the results of the preliminary research,this paper first determines the final questionnaire,then distributes the questionnaire on a large scale,and finally deals with the recycling data.A total of 323 questionnaires were collected,including 274 valid questionnaires.In this paper,SPSS19.0 software was used to analyze the reliability and validity of the recovered data,and to do the relevant analysis and regression analysis to draw the conclusion of this paper.The following conclusions are drawn from the empirical study :(1)proactive market oriented has a significant effect on business performance;(2)proactive market oriented has a significant promotion effect on the breakthrough customer value innovation(and its dimensions);(3)breakthrough customer value innovation(and its dimensions)has a significant promotion effect on business performance;(4)the breakthrough customer value innovation plays an intermediary role in the relationship between the proactive market orientation and the business performance;(5)environmental uncertainty does not play a significant regulatory role in the relationship between proactive market oriented and business performance.This paper discusses the results of empirical research and analyzes the reasons for the results of empirical research.Finally,this paper puts forward some concrete suggestions for the enterprises about how to better implement proactive market oriented and how to better carry on customer value innovation based on this research's conclusions,and this paper also points out the research limitations and the future research direction of this paper.