本文以医疗器械企业为例,研究市场导向对营销绩效的影响,为不同行业类型企业市场导向与绩效关系提供实证依据。研究表明,医疗器械企业市场导向与绩效呈现显著相关性,但市场导向不同的构面中仅竞争者导向对绩效影响显著,而顾客导向和职能间协调对绩效影响不显著。 This article takes medical device enterprises as an example to study the influence of market orientation on marketing performance and provide empirical evidence for the relationship between market orientation and performance of different industry types. The research shows that there is a significant correlation between the market orientation and the performance of the medical device enterprises. However, only the competitor orientation has a significant impact on the performance in the different market-oriented aspects, while the influence of the customer orientation and the function coordination on the performance is insignificant.