Abstract: Based on the impact of modular strategy on new product performance, it explores the logical relationship between technology modularity, product modularity and process modularity, and identify the mediating effect of product innovativeness. Based on the data collected from the manufacturing enterprises in the midwest regions, this paper tries to reveal the mechanism of the modularization strategy on new product performance by using the structural equation modeling analysis. It is found out that technological modularity facilitates the development of product modularity, and product modularity advances the product manufacturing process modularity in the modular system. Technical modularity and product modularity promote new product performance by improving product innovativeness.

Key words: modular, new product performance, product innovativeness