顾客导向、竞争者导向、市场知识与新产品开发——基于产品创新性的差异比较研究

发布时间：2018-02-20 06:51

本文关键词： 顾客导向竞争者导向市场知识新产品开发产品创新性　出处：《科学学与科学技术管理》2015年10期 　论文类型：期刊论文

【摘要】：考察了顾客导向、竞争者导向和市场知识对我国制造业企业新产品开发绩效的驱动机制,并探索了产品创新性在上述驱动机制间的影响差异。基于对中国15个省12个高新技术行业的196家制造业企业的问卷调查,实证发现顾客导向和市场知识对新产品竞争优势及企业财务绩效具有正向作用,但这种作用机制会受到产品创新性的调节效应影响。当企业开发渐进性创新产品时,顾客导向对市场知识广度以及市场知识对新产品竞争优势的驱动作用更为显著,此时企业应推行低成本竞争战略。当企业开发突破性创新产品时,顾客导向对市场知识深度的驱动效应更为显著,此时企业应推行差异化竞争战略,而竞争者导向对新产品竞争优势的作用机制仅对渐进性创新产品开发有效。
[Abstract]:The driving mechanism of customer orientation, competitor orientation and market knowledge on the new product development performance of Chinese manufacturing enterprises is investigated. Based on a questionnaire survey of 196 manufacturing enterprises in 12 high-tech industries in 15 provinces of China, this paper explores the impact of product innovation on the above driving mechanisms. It is found that customer orientation and market knowledge have positive effects on the competitive advantage and financial performance of new products, but this mechanism will be affected by the regulatory effect of product innovation. Customer orientation has a more significant driving effect on the breadth of market knowledge and market knowledge on the competitive advantage of new products. In this case, enterprises should carry out low-cost competitive strategy. The driving effect of customer orientation on the depth of market knowledge is more significant. At this time, the enterprise should carry out the differentiated competitive strategy, while the mechanism of competition orientation on the competitive advantage of new products is only effective for the development of progressive innovation products.
【作者单位】：辽宁大学商学院;南开大学经济学院;天津商业大学经济学院;
【基金】：中国博士后科学基金面上一等资助项目(2014M560184)
【分类号】：F425

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