客户导向与竞争导向影响运营绩效作用机理研究：基于模块化视角

为了揭示生产实践在市场导向影响运营绩效中的作用，基于模块化视角研究客户导向与竞争导向影响运营绩效作用机理。204份有效样本的实证研究结果表明，客户导向与竞争导向均显著正向影响产品模块化（β=0-21/0-20），但是对流程模块化均无显著影响；产品模块化显著正向影响流程模块化（β=046）；产品模块化对运营绩效并无显著影响，但是流程模块化显著正向影响运营绩效（β=0-29）；控制变量企业规模和运营年限对运营绩效均未表现出显著作用。结果表明，模块化可以作为企业实施市场导向战略时的一种有效生产实践用于提高运营绩效，但是产品模块化和流程模块化的影响机制存在着差异。

A Research on Impact Mechanism of Customer-Orientation and Competitor-Orientation onto Operation Performance:from the Viewpoint of Modularity

In order to reveal the effect of manufacturing practice between market orientation and operation performance, a research from the perspective of modularity was performed. Based on 204 valid samples, it was empirically examined that, customer orientation and competition orientation had significant positive effect on product modularity (β=0-21/0.20) but not on process modularity, and that product modularity had significant positive effect on process modularity (β=0-46), but it showed no significant impact on operating performance while process modularity demonstrated significant positive impact on operational performance (β=0-29). In addition, it was empirically tested that control variables of firm size and firm age had no significant effect on operation performance. The research indicates that modularity could be an effective manufacturing practice to improve operation performance when the firm implements market orientation strategy. However, difference between the mechanism of the product modularity and process modularity should be noticed.