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基于中国214家制造企业的样本数据,通过分层回归的统计分析方法,探讨了在新产品开发四个阶段开展营销-制造整合对新产品市场成功的影响以及产品创新程度的调节效应。实证分析结果表明,市场分析和产品测试阶段的营销-制造整合有助于新产品的市场成功,技术开发阶段的营销-制造整合不利于新产品的市场成功;产品创新程度对技术开发阶段的营销-制造整合与新产品市场成功之间的关系具有正向调节效应,对产品商业化阶段的营销-制造整合与新产品市场成功之间的关系具有负向调节效应,对市场分析和产品测试阶段的营销-制造整合与新产品市场成功之间的关系没有调节效应。
Based on the sample data of 214 manufacturing enterprises in China, this paper discusses the effect of marketing-manufacturing integration on the success of new product market and the regulation of product innovation in the four stages of new product development through the statistical analysis of stratified regression. The results of empirical analysis show that the marketing-manufacturing integration in the market analysis and product testing stage is conducive to the market success of new products, marketing in the technology development stage-manufacturing integration is not conducive to the market success of new products, and the degree of product innovation influences the marketing of technology development stage - The relationship between manufacturing integration and the success of new product markets has a positive regulatory effect and has a negative regulatory effect on the relationship between marketing-manufacturing integration and new product market success in the commercialization phase of the product. Market analysis and product testing phases Marketing - There is no regulatory effect on the relationship between manufacturing integration and the success of new product markets.