顾客参与、顾客类型和新产品开发绩效:一项实证研究

本文构建出顾客参与影响新产品开发绩效的框架模型,对我国制造企业进行问卷调查以验证假设。结果表明:顾客参与对新产品开发创新绩效、时间绩效、竞争绩效和财务绩效有显著积极影响且受到顾客类型的调节。顾客参与可以通过新产品开发创新绩效和时间绩效的部分中介效应对竞争绩效产生积极影响,通过新产品开发创新绩效的部分中介效应对财务绩效产生积极影响。新产品开发时间绩效在顾客参与影响财务绩效关系中的中介效应不显著。因此,可以通过开展顾客互动、培育文化氛围、加强研发机构建设、优化创新平台布局及共享科技资源等手段强化基于顾客参与的企业新产品开发活动,注重满足领先顾客的参与需求,以最终提升新产品开发绩效。

The paper establishes a framework model about the impacts of customer participation on new product development perfor- mance, and then carries out a questionnaire survey on Chinese manufacturing enterprises to verify hypotheses. Results show that, positive impacts of customer participation on new product development innovation performance, time performance, com- petitive performance and financial performance are significant and moderated by customer type. Customer participation has a positive impact on competitive performance via the partially mediating effects of new product development innovation perfor- mance and time performance, and a positive impact on financial performance via the partially mediating effect of new product development innovation performance. There is no significant mediating effect of new product development time performance on the impact of customer participation on financial performance. Therefore, in order to ultimately raise new product develop- ment performance, new product development activities of enterprises based on customer participation can be enhanced by mi- croscopic means and macroscopic policies such as carrying out customer interaction, cultivating cultural atmosphere, strengthening the construction of R＆D institutions, optimizing the layout of innovation platform and sharing scientific and technological resources and so on, and participation demands of lead customers should be met.