無庸置疑，任何企業面對激烈的經營環境時，皆會面臨來自內外部環境的挑戰，此時管理者應多關注組織的能力以期更了解周遭環境並採取適切反映，將大幅降低對企業的衝擊與傷害。
近年來市場導向概念越來越受遵從，被視為增進組織績效最重要的關鍵議題，能幫助管理者嗅出市場環境中的機會，以適時抓住機會；並感應環境中的威脅，以及時做出因應。然而從市場導向到績效產生間，必須透過其他功能之配合，故分析市場導向特性與定義後，本研究決定以市場導向為前置變數，再以市場知識與行銷生產力做為中介變數，衡量市場導向是否會透過中介變數對績效產生正向的因果關係。
本研究採用問卷調查的方式收集資料，以大陸台商高階經理人為主要填答對象，總計有效問卷回收64份，採用SPSS迴歸分析釐清其因果關係，得到以下結論：
 市場導向對公司績效呈現正向關係
 市場導向對市場知識呈現正向關係
 市場知識對績效呈現部分正向關係
 市場知識對行銷生產力呈現部分正向的關係
 市場導向對行銷生產力呈現正向關係
 行銷生產力對績效呈現正向關係

關鍵字：市場導向、市場知識、行銷生產力、績效

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