關於市場導向的研究至今已發展許久，但相較於被動式市場導向，探討主動式市場導向所佔的比例卻是明顯較小，然而，面對海量資訊的年代以及變化加劇的消費習慣，被動式市場導向之策略似乎已無法達到消費者對於企業的期望，而主動式市場導向扮演更積極的角色，致力於滿足顧客潛在需求，藉由不斷的創新以創造更高的價值，獲取長期競爭優勢，故主動式市場導向策略逐漸受到重視。而近年研究轉向探討企業應具備哪些能力，方能實現主動式市場導向，故本研究目的主要是瞭解企業能力如何影響主動式市場導向，進而提升顧客導向績效。本研究使用量化研究方法以收集樣本。

本研究參考行政院主計處的行業分類標準，發放問卷的對象主要針對製造業與高科技產業，排除非營利組織、服務業、零售通路業，填答者則鎖定行銷業務或研發部門之管理階級，以及資深行銷業務或工程師作為問卷發放對象，總計發放245份問卷，有效回收問卷175份，有效回收率為71.42%，問卷發放期間為103年2月至103年4月底止。

本研究採用SPSS 20.0和AMOS 21.0統計軟體分析，使用敘述性統計、信度與效度分析、路徑分析等方法進行樣本分析與假說檢定。研究結果發現：(1)機會辨識能力、激進式創新能力、配置能力與品牌能力對主動式市場導向有正向影響；(2)主動市場導向對顧客導向績效有正向影響；(3)環境不確定對於機會辨識能力、激進式創新能力、配置能力與品牌能力與主動式市場導具有調節效果。

The research and concept of market orientation has been discussed for decades. Compared to market-driven orientation, there are just few further studies regarding the market-driving orientation. While embracing the big data and facing the dynamic consumer behavior, consumers seem to be much harder to be pleased under market-driven orientation. Market-driving orientation intends to be more proactive and aims to discover and fulfill consumers’ latent needs. With greater innovation, market-driving contributes higher value creation and sustainable competitive advantages. Recent research has focused on which capabilities the firms need to obtain for developing market-driving orientation. Therefore, this study intends to understand how capabilities influence market-driving orientation and lead to better customer-focused performance. A quantitative approach is employed to collect the data.

The samples of this study are mainly from manufacturing and high-tech industries, and targets on sales and marketing managers, product managers, senior sales and marketers and senior engineers. This study uses SPSS 20.0 and AMOS 21.0 to analyze survey data with descriptive statistical analysis, reliability and validity analysis, and structural model analysis for examining the proposed hypotheses.

The results of study show: (1) opportunity recognition capability, radical innovation capability, configuration capability and branding capability have positive influence on market-driving orientation. (2) Market-driving orientation has positive influence on customer-focused performance. (3) When the environmental uncertainty is higher, opportunity recognition capability, radical innovation capability, configuration capability and branding capability have greater impact on market-driving orientation, which means the environmental uncertainty reveals the moderating effect in this research model.

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