The empirical study of relationship between Entrepreneurship Orientation, Marketing Strategy and Operating Performance── Taiwan owned enterprise in China
碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === In the pass years Taiwan investment enter China，which number and capital amount were increased sharply。How’s their operation performance effected by marketing strategy and invest orientation is worth us to study。 In this research，we focus on the Taiwan own...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/78341988522358772885 |
| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === In the pass years Taiwan investment enter China，which number and capital amount were increased sharply。How’s their operation performance effected by marketing strategy and invest orientation is worth us to study。
In this research，we focus on the Taiwan owned enterprises in China，target on JiangSu and GuangDong two province。The purpose is study the empirical of relationship between Entrepreneurship Orientation, Marketing Strategy and Operating Performance。
The samples collect 71 copies of questionnaires feedback from JiangSu 40 copies and GuangDong 31 copies of Taiwan owned enterprises。To analysis data by the software SPSS and to use this software for further evaluation descriptive statistics，reliability analysis、correlation analysis、Manova analysis and regression analysis。
The result were found from this research as follows：
1.The factor innovativeness、proactiveness and risk taking of entrepreneurship orientation has positive correlation with operating performance。When they have better innovativeness（product、service、technical and management），and better proactiveness to future market、environment change and customer desire，the operating performance were effected good result。
2.The factor innovativeness、proactiveness and risk taking of entrepreneurship orientation has positive correlation with market defend and market innovative two marketing strategy。
3.Marketing strategy has positive correlation with operating performance，when company conduct to market defend strategy，the operating performance will increase。
4.To entrepreneurship orientation factor innovativeness and operating performance the market defend strategy has interface effectiveness。
For the new investor entrepreneurship orientation and good marketing strategy are very important to their operating performance when enter China for new business or factory。
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