本論文的研究目的之一在於測度台灣電子產業廠商在經營時，企業所採行的公司策略是否會與其在市場導向的選擇發生關聯；另外本研究第二個目的是，國外研究文獻作出市場導向會對企業績效產生正面影響的結論，本研究嚐試去驗証此結論在台灣電子產業上是否也能成立；最後，本研究也想了解台灣電子產業會使用何種推廣活動，並進一步應証推廣活動與公司策略和績效表現之間是否也存在著某種特定關係。

透過研究問卷收集廠商資料之後，本研究事先針對資料進行因素分析以便找出台灣廠商的公司策略和推廣活動的型態，然後再把分析出來的公司策略型態、市場導向型態、推廣活動型態和績效表現進行路徑分析的工作，找出在這四者之間的互動關係。

根據實証結果的主要發現如下：

　1、市場導向的三項分構念（顧客導向、競爭者導向和部門功能整合導向）的確會替企業帶來較佳的績效表現。

　2、公司策略與市場導向存在著十分密切的關係，不同公司策略會影響企業的市場導向取向，其中，差異化策略對三個市場導向的分構念皆會產生影響，而且差異化策略對績效表現的影響效果必須透過其所關聯之市場導向才能顯現出來；另一方面，成本領導策略只能透過競爭者導向才能得到較好的績效表現，該策略與顧客導向和部門功能整合無關。

　3、差異化策略的廠商會十分注重推廣活動，而且，推廣活動也是差異化策略廠商用來影響績效表現的路徑之一；而成本領導策略廠商則不關心推廣活動。

因此，依據研究結果，建議廠商在經營時必須以市場導向為出發點，重新思考企業的經營作風，並慎選公司策略，配合適當的市場導向全力執行。

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資策會MIC市場調查研究報告-1999年