中文摘要：

鉴于市场创新对于企业发展的重要性及已有研究的不足,在界定市场创新概念和特征的基础上,区分探索式和开发式两种创新方式,遵循行为/能力-地位-绩效的理论逻辑,构建以市场创新（探索式和开发式）-地位（低成本优势和差异化优势）-绩效为主线的概念模型,分析不同创新方式的作用机理;基于配置理论提出市场竞争强度的调节作用,从交互和匹配的双重视角重点阐释两种方式的二元平衡关系;基于297家中国企业的调研数据,利用多元层级回归检验研究假设。研究结果表明,探索式和开发式两种市场创新方式均显著提升企业绩效,但是作用机理不同,前者主要促进差异化优势,后者主要建立低成本优势;市场竞争强度正向调节探索式创新与绩效的关系,负向调节开发式创新与绩效的关系;与技术创新一样,市场创新的两种方式也存在二元平衡,具体表现为探索式和开发式市场创新正向交互影响绩效。因此,企业在进行技术创新的同时也要重视市场创新,根据不同的市场环境侧重选择合适的创新方式,并学会合理分配资源,避免追求单一创新方式的负面效应。

英文摘要：

In view of the importance of market - based innovation for enterprise development and tile lack of existing wsearch, this study defines market-based innovation concepts and features, differentiates the exploratory market-based innovation from the exploitative market-based innovation and constructs the conceptual model with the main line of market-based innovation （ explora- tion and exploitation ）-position （low cost advantage and differentiation advantage）-perbrmance on the basis of the behavior/ca- pacity-position-performance theory logic to analyze the mechanism of the two innovation ways. This paper presents the moderating effect of market competitive intensity based on allocation theory and mainly demonstrates the dual balance of the two innovation ways from the interaction and matching perspectives. Additionally, the hypotheses in this study are tested hy survey data from 297 Chinese enterprises on multiple hierarchical regression theory. There are three conclusions in the research. Firstly, both ex- ploratory and exploitative innovation ways significantly improve corporate performance, but with different mechanism. The former is mainly to promote the differentiation advantage while the latter is mainly to establish low cost advantage. Secondly, the market competitive intensity positively moderate the relation between exploratory innovation and performance, but moderates the relation between exploitative innovation and performance. Lastly, like technology-based innovation, the two market-based innovation ways also own binary equilibrium, which means the interaction term of exploratory and exploitative market-based innovation positively affects performance. Therefore, enterprises should pay equal attention to the technology-based innovation as well as the market- based innovation and learn how to rationally choose innovation ways and allocate resources depending on tile market environment to avoid the negative effects of single innovation way application.