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论文编号：	2154
作者编号：	2120051929
上传时间：	2010/4/28 16:37:11
中文题目：	中国酒店业市场导向与组织绩效关系实证研究
英文题目：	Market Orientation; Market Turbulence; Competitive Intensity;
指导老师：	范秀成
中文关键字：	市场导向 市场动荡 竞争强度 组织绩效 酒店业
英文关键字：	Market Orientation; Market Turbulence; Competitive Intensity;
中文摘要：	市场导向是现代营销学的基石，关于市场导向与组织绩效关系的研究逐渐成为了学者关注的一个焦点。近二十年来，国内外众多学者围绕“市场导向是否可以提高绩效”这一核心问题进行了大量研究，但是没有得出为大家一致认可的结论。而在中国，关于市场导向的学术研究还不是特别丰富，实证研究更是非常少，尤其缺乏单个行业为背景的实证研究。因此本研究期望从中国酒店行业出发，运用实证研究来探讨市场导向、环境和绩效之间的关系。其研究结果对酒店经营活动及该领域学术研究具有一定的指导作用和参考价值。 论文首先回顾了Narver and Slater、Kohli and Jaworski等提出的市场导向与绩效关系模型，并对其进行了分析和评价。本研究利用市场导向MKTOR量表来设计市场导向与绩效关系的问卷，选取天津、北京、南昌、广州等国内星级酒店进行了问卷调查，获得158份有效问卷。本研究利用SPSS13.0统计软件包，运用信度和探索性因子分析对问卷量表进行了检验和修改，保证了量表较高的信度和效度水平。在此基础上，本研究选取3个自变量——顾客导向、竞争导向和职能间协调，分析它们对于因变量——组织绩效的影响作用；另外，本研究还选取了2个调节变量——市场动荡与竞争强度，分析在不同调节变量的影响下市场导向与绩效的影响作用。研究结果表明，市场导向对绩效有正向的影响作用；市场导向的三个构面：顾客导向、竞争导向和职能间协调对于组织绩效均有正向的影响作用，其中顾客导向的影响作用最大；同时，市场动荡与竞争强度调节市场导向与绩效的影响作用。 中国酒店业要提高企业的绩效，必须对影响绩效的市场导向各因素给予不同的重视，特别是对顾客导向的影响作用予以格外关注，充分地发挥其作用。同时应该重视市场动荡与竞争强度的调节作用。酒店可以利用相应的市场导向与绩效测量工具,测度市场导向水平和绩效水平,将有限的资源与能力，运用到对实现酒店目标和提高绩效最有效的市场导向行为的相应环节和项目上。
英文摘要：	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. The research of relationship between market orientation and business performance has gradually been the focus of experts’ attention. Whether market orientation will help to improve the performance of a business is a key topic in marketing academy circle in recent twenty years, but there is no a consistent conclusion being recognized. Research studies on market orientation are not abundance in China, especially lack of empirical research for single industry background. This article explores the relationship among market orientation, environmental factor and performance as the example of the hospitality industry. Of course, the research has the practical significance to the hotel management and marketing study. Firstly, this thesis reviews, analyzes and evaluates the classical market orientation models given by Narver and Slater, Kohli and Jaworski. This empirical study designed the questionnaire of relationship between market orientation and business performance by MKTOR scale ,and investigate domestic star-rated hotels in cities of Tianjin, Beijing, Nanchang, Guangzhou, and so on .At last This empirical study got 158 effective questionnaires. On the basis of items used in the literature and definitions established in our research, Cronbach's reliability analysis and exploratory factor analysis confirmed reliability and validity of measures by the Spss 13.0. Secondly, based on the literature review, the author selects three independent variables, which are customer orientation、competitor orientation and inter functional coordination, analyze their influences on dependent variable, which is business performance. And then, the author also selects market turbulence and competitive intensity as the moderator variables, and analyzes the influences exerted by independent variables on business performance under the distinct circumstances of moderator influences exerted by different moderator variables. The results indicate that market orientation have positive influence on business performance; The three parts of market orientation : customer orientation、competitor orientation and inter functional coordination, have positive influence on business performance, and customer orientation is most influential for business performance. Meanwhile, market turbulence and competitive intensity moderate the influences of market orientation on business performance. If Chinese hospitality industry want to improve the business performance, must give different recognition for the factor of market orientation, especially attach importance to the effect of customer orientation. Meanwhile, Chinese hospitality industry must attach importance to the moderate effect by market turbulence and competitive intensity .Domestic star-rated hotels can make use of the scales for measuring the level of market orientation and business performance, and take the limited resources and capability to the corresponding projects which can effectively improve the business performance and come true the goals.
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