关系范式下新产品开发模式的变革

Transformation of New Product Development Model Under Relationship Paradigm

市场的成熟和技术的进步推动着营销从交易范式转变为关系范式。在关系范式下新产品开发在企业经营中的地位有了很大的提升,新产品开发模式本身也发生了根本性的变化。本文以关系营销的核心特征为理论依据,通过对交易范式和关系范式下新产品开发模式的比较研究,凸现关系范式下新产品开发模式的特点———“3I”,旨在为中国企业转变新产品开发模式,提升企业竞争力提供有益参考。

The development of the market condition and technology promote the transformation of marketing theory from Transactional Paradigm to Relationship Paradigm. The status of new product development has been largely enhanced, and the model of new product development has also undergone a basic change.Based on the kernel feature of relationship marketing and through the comparison of the different new product development models under the two diffevent paradigms, this paper highlights the characteristic of the new product development model under the relationship paradigm--'3I',to provide a good reference for changing new product development model and promoting competitiveness of China's factories.