营销-制造整合与新产品市场成功:产品创新程度的调节效应

发布时间：2018-02-23 17:39

本文关键词： 营销-制造整合新产品市场成功产品创新程度调节效应　出处：《中国管理科学》2017年06期 　论文类型：期刊论文

【摘要】：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。
[Abstract]:Based on the sample data of 214 manufacturing enterprises in China, the statistical analysis method of hierarchical regression is used. This paper discusses the influence of marketing and manufacturing integration on the success of new product market and the adjustment effect of product innovation in four stages of new product development. Marketing and manufacturing integration in market analysis and product testing stage is conducive to the success of new product market, while marketing and manufacturing integration in technology development stage is not conducive to the success of new product market. The degree of product innovation has a positive effect on the relationship between marketing and manufacturing integration and the success of new product market. The relationship between marketing and manufacturing integration and the success of the new product market has a negative adjustment effect. There is no moderating effect on the relationship between marketing and manufacturing integration in market analysis and product testing stage and the success of new product market.
【作者单位】：上海理工大学管理学院;西北工业大学管理学院;西安交通大学管理学院;
【基金】：国家自然科学基金资助项目(71271138) 上海理工大学人文社科项目(16HJSK-YB16)
【分类号】：F273.1;F425

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