科研管理

科研管理 ›› 2007, Vol. 28 ›› Issue (5): 94-101.

• 论文 • 上一篇    下一篇

顾客互动、市场知识能力和商品成功化程度研究 ——基于中国台湾地区数字产业的实证

陈晓红, 蔡志章   

  1. 中南大学,商学院,,湖南,长沙,410083
  • 收稿日期:2006-03-20 出版日期:2007-09-24 发布日期:2011-05-16
  • 作者简介:陈晓红(1963-),女,湖南长沙人,中南大学商学院院长,教授,博士生导师,主要研究中小企业融资与理论,管理信息系统与决策支持系统等。
    蔡志章(1964-),男,台湾台北人,中南大学商学院博士研究生。
  • 基金资助:

    本文得到国家软科学项目资助(05ZK5007 )。

Customer interaction, market knowledge capacity, and degreeof successful commercialization——The empirical research based on the digital industries in Chinese Taiwan region

Chen Xiaohong, Cai Zhizhang   

  1. School of Business, Central South University, Changsha 410083, China
  • Received:2006-03-20 Online:2007-09-24 Published:2011-05-16

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摘要： 为了可以在新产品开发阶段找出真正消费者所需要的产品,企业应该及早将在新产品开发过程中所需要的信息,提供给组织各部门了解,让新产品开发后的失败率降到最低。本文通过发放调查问卷,建立回归模型,分析了顾客互动和市场知识能力对商品化成功程度的影响。研究发现产品开发阶段的过程中与顾客合作与互动的程度愈高,对商品化成功程度则愈有正向的影响;而市场知识能力对商品化成功程度具有正向的影响。

关键词: 顾客互动, 市场知识能力, 商品化成功程度, 产品开发阶段

Abstract: In order to find out the right products which consumers need at the stage of new products development, enterprises should provided require information to the organizations and departments early in the process and let them know to decrease the failure rate after new product starts a development. Through the issuance of questionnaires, a regression model is made; the interaction of customer and the capacity of market knowledge impact on the successful commercialization are analyzed. The study found that at the process of product development phase the higher degree of cooperation and interaction with customers, the more positive impact on the successful commercialization, and the capacity of market knowledge demonstrates the same impact.

Key words: customer interaction, capacity of market knowledge, degree of successful commercialization, stage of products development

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