市场导向研究综述  

Market orientation: a literature review

作　　者：杨智[1] 刘新燕[2] 向兵[1] 万后芬[2] 

机构地区：[1]湖南大学工商管理学院,长沙410082 [2]中南财经政法大学,武汉430060

出　　处：《科研管理》2005年第3期135-143,共9页Science Research Management

基　　金：湖南省软科学研究计划项目(批准号ZRN1014)。

摘　　要：市场导向是现代营销学的基石。本文从市场导向的涵义、市场导向的度量、市场导向与绩效的关系三方面对国外已有的市场导向理论文献进行了系统的综述,并对其研究的现状进行了评析,在此基础上,对今后我国的市场导向研究进行了展望。Market orientation is a key topic in marketing academic circle in recent years. According to extant literature, three aspects on market orientation, such as its concept, measure and relationship with performance, have been systematically reviewed in detail, and current status of researches on it has been appraised. Based on these, some important topics have been put forward.

关 键 词：市场导向 市场导向的度量 企业绩效 

分 类 号：F713.50[经济管理—市场营销]