市场导向理论研究现状与展望  

The Current Situation and Outlook of Market Orientation Theory

作　　者：于洪彦[1] 刘艳彬[1] 袁平[1] 

机构地区：[1]吉林大学商学院,吉林长春130012

出　　处：《税务与经济》2007年第5期1-4,共4页Taxation and Economy

摘　　要：市场导向理论自20世纪90年代以来,受到了理论界和实业界的广泛关注。市场导向理论的发展主要体现在市场导向定义、测量以及与企业绩效的关系等方面。分析和回顾市场导向理论的发展轨迹,结合当前营销观念的进一步发展,认识和把握市场导向理论未来的研究方向,具有重要的理论和实践意义。Market orientation theory has received extensive concerns from the theoretical and business circles since 1990s. The development of market theory embodies in market orientation defining. measuring and relation with enterprises＇ main performance etc. It is of great theoretical and practical significance to analyze and review the development path of market orientation theory, to develop it further in connection with the current marketing concept and to understand and hold the future research direction of it.

关 键 词：市场导向 测量量表 企业绩效 营销新定义 

分 类 号：F713[经济管理—产业经济]