發(fā)布時間：2018-11-25 14:50

【摘要】：顧客參與新產(chǎn)品開發(fā)對企業(yè)在當前環(huán)境下的市場競爭活動非常重要。已有研究成果對顧客參與新產(chǎn)品開發(fā)活動展開了深入的分析,積累了大量的研究成果,但也存在一些亟待進一步研究的問題。本研究在此背景下,以顧客參與新產(chǎn)品開發(fā)為出發(fā)點,根據(jù)顧客的不同參與程度,將顧客參與新產(chǎn)品開發(fā)分為信息來源型顧客參與、聯(lián)合開發(fā)型顧客參與及獨立研發(fā)型顧客參與三種,進一步深入研究上述三種顧客參與新產(chǎn)品開發(fā)活動,在創(chuàng)新能力的中介作用以及資源拼湊的調(diào)節(jié)作用下,對企業(yè)新產(chǎn)品績效的影響差異。本文通過文獻研究,運用問卷調(diào)查法收集數(shù)據(jù),并使用IBM SPSS Statistics 22版統(tǒng)計套裝軟件對數(shù)據(jù)進行統(tǒng)計與分析,得到如下研究結(jié)論:第一,信息來源型顧客參與、聯(lián)合開發(fā)型顧客參與及獨立研發(fā)型顧客參與對企業(yè)的新產(chǎn)品績效均有顯著的正向影響;第二,三種形式的顧客參與對企業(yè)的兩種創(chuàng)新能力均有顯著的正向影響,其中,聯(lián)合開發(fā)型顧客參與對企業(yè)突破式創(chuàng)新能力的影響最大,信息來源型顧客參與對企業(yè)突破式創(chuàng)新能力的影響最小;信息來源型顧客參與對企業(yè)漸進式創(chuàng)新能力的影響最大,獨立研發(fā)型顧客參與對企業(yè)漸進式創(chuàng)新能力的影響最小;第三,企業(yè)創(chuàng)新能力在顧客參與新產(chǎn)品開發(fā)與企業(yè)新產(chǎn)品績效之間具有中介作用,即顧客參與新產(chǎn)品開發(fā)可以通過促進企業(yè)的創(chuàng)新能力進而提高企業(yè)的新產(chǎn)品績效;第四,資源拼湊在突破式創(chuàng)新能力與企業(yè)新產(chǎn)品績效之間具有負向調(diào)節(jié)作用,而在漸進式創(chuàng)新能力與企業(yè)新產(chǎn)品績效之間的調(diào)節(jié)作用不顯著�；谘芯拷Y(jié)果,本研究給出如下營銷啟示:對于突破式能力較強的企業(yè)來說,應該選擇聯(lián)合開發(fā)型顧客參與來最大程度地提升企業(yè)的新產(chǎn)品績效;對于漸進式能力較強的企業(yè)來說,應該選擇信息來源型顧客參與來最大程度地提高企業(yè)的新產(chǎn)品績效。另外,突破式創(chuàng)新能力較強的企業(yè)不宜采用資源拼湊的方式來提高企業(yè)新產(chǎn)品績效,而應該注重對企業(yè)未有資源的利用與開發(fā);漸進式創(chuàng)新能力較強的企業(yè)更應該注重自身創(chuàng)新能力的提升,而不是提升其資源拼湊程度。
[Abstract]:Customer participation in the development of new products is very important for enterprises to compete in the market under the current environment. The existing research results have carried out in-depth analysis of customer participation in new product development activities and accumulated a large number of research results, but there are still some problems that need to be further studied. In this context, customer participation in the development of new products as a starting point, according to different levels of customer participation, customer participation in new product development is divided into information source customer participation. There are three types of joint development customer participation and independent R & D customer participation. The above three kinds of customer participation in new product development activities are further studied, under the intermediary function of innovation ability and the adjustment of resource patching. The impact on the performance of new products is different. In this paper, the data are collected by questionnaire, and the data are analyzed by IBM SPSS Statistics 22 software. The conclusions are as follows: first, information source customer participation. Joint development customer participation and independent R & D customer participation have a significant positive impact on the performance of new products. Second, the three forms of customer participation have significant positive impact on the two kinds of innovation ability of the enterprise, among which, the joint development customer participation has the greatest impact on the breakthrough innovation ability of the enterprise. The information source customer participation has the least influence on the enterprise breakthrough innovation ability; The information source customer participation has the greatest influence on the enterprise's gradual innovation ability, while the independent R & D customer participation has the least influence on the enterprise's gradual innovation ability. Third, enterprise innovation ability plays an intermediary role between customer participation in new product development and enterprise new product performance, that is, customer participation in new product development can improve enterprise's new product performance by promoting enterprise's innovation ability. Fourthly, resource patching plays a negative role between breakthrough innovation ability and new product performance, but not between incremental innovation ability and enterprise new product performance. Based on the research results, this study gives the following marketing enlightenment: for the enterprises with strong breakthrough ability, we should choose the joint development customer participation to maximize the performance of new products; In order to improve the performance of new products, information source customer participation should be chosen. In addition, enterprises with strong breakthrough innovation ability should not adopt the way of resource patching to improve the performance of new products, but should pay attention to the utilization and development of enterprises' untapped resources. Enterprises with strong incremental innovation ability should pay more attention to the improvement of their own innovation ability rather than the degree of resource patching up.
【學位授予單位】：北方工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.1

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本文編號：2356493