市場導向指的是一種辨識市場狀態和顧客需求的企業理論，可以藉由不同的市場情報蒐集來達成。由此，其中的「市場感知能力」和「市場連結能力」能夠幫助企業不斷地修正、改進、創新及再定義原本的市場觀點，並研究市場中所有角色之間的關係。本研究致力於如何以文字探勘、資料探勘及機會發掘等理論創造一個服務的資訊系統來提升這兩個能力。運用本系統可以協助企業在不同市場中找到潛在資源及合作夥伴以共創複合性產品。換句話說，以這種開放關係和不同公司的共創方式更能達到相互曝光、產品與服務互補的效果。而更好的市場導向可以幫助企業間創造出更好的複合式產品並達到利基市場的競爭優勢。

Market orientation refers to the business philosophy that focuses on identifying and meeting the stated or hidden needs of customers through various approaches of intelligence gathering activities. To this end, two important capabilities, market sensing and market relating, are to enable business to formulate, examine, modify, renovate and redefine their market views and investigate among all players in the market. This study focuses on how to exploit information system as a service to facilitate the acts of the market sensing and market relating capabilities in terms of information technologies of the text mining technique and the chance discovery theory. In addition, this service would help various businesses seek new, necessary and related resources or fellow companies for each other to cooperate to form a complex service product from different markets. In other words, cooperating in the open relationship, different companies attain more possibility to mutually expose their features, product or service, which achieves a marketing for those companies in different markets as well, and better market orientation is also avail business to make better complex product or service for niche market to get competitive advantages.

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