营销部门与生产部门的协调对新产品开发的影响分析

The Analysis of Effect of Integration between Marketing Sector and Manufacturing Sector on New Product Development

本文首先建立了一个有关新产品开发的营销部门与生产部门协调合作的理论模型,指出新产品开发过程中营销部门与生产部门的协调合作会产生正面和负面影响:有利于新产品竞争优势的提升,又会导致新产品开发期限的延长,但总体上有利于新产品开发的投资收益率的提高。然后本文以深圳市高新企业为实证研究对象,对这一理论观点进行了实证检验,结果显示营销部门与生产部门的协调对新产品竞争优势的提升、新产品开发期限、投资收益率所产生的影响在新产品开发的不同阶段具有显著的差异性。

the paper establishes a theoretical model of integration on new product development between marketing sector and manufacturing sector, and point out that this kind of integration will bring about positive and negative effect： in favor of competitive advantage of new product, prolonging development time of new product, but in general, it will improve the project return rate on investment. Secondly, based on the demonstration object of high -new corporations in Shenzhen, the paper tests the above theoretical viewpoint, the test result reveals that the above theoretical viewpoint is basically correct, and in different phase in new product development, there is remarkable difference of the effect of integration between marketing sector and manufacturing sector.