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

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

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。

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.