“精一赢家”如何通过研发营销协同提升自主创新能力?——基于国家级“小巨人”企业的双案例研究

How do“Niche Winners”Improve Their Independent Innovation Capability through R&D and Marketing Collaboration?A Dual-case Study Based on National“Little Giant”Enterprises

如何提升以专精特新“小巨人”为主体的“精一赢家”自主创新能力是关系着高质量发展的重大理论问题和现实关切。本文采用双案例对比研究方法探索“精一赢家”自主创新能力的提升路径。研究发现:相较行业龙头企业,“精一赢家”研发和营销是在强资源约束条件下的“无中介协同”:(1)根据“精一赢家”业务模式的不同可划分为两种协同模式:技术导向协同模式和市场导向协同模式;(2)技术导向协同模式的起点是研发,经过单向反馈式、研发主导式互动、研发深度参与式协同分别形成技术创业能力、趋势判断能力、规则构建能力。市场导向协同模式的起点是营销,经过单向意见收集式、营销主导式互动、营销深度参与式协同分别形成客户需求感知能力、技术市场匹配能力、新产品开发能力。本文构建的强资源约束条件下研发营销“无中介”协同理论框架,有助于理解“精一赢家”自主创新能力形成过程和机理,对不同类型的“精一赢家”提升自主创新能力具有启迪和借鉴作用。

Taking Shanxi Keda Automatic Control Co.,Ltd.and Shanxi Zhongtu Transportation Technology Co.,Ltd.as the research objects,this paper conducts vertical analysis and horizontal comparison to explore the improvement path of“Niche Winner”independent innovation capability.Following the logical relationship of“business mode–collaboration path”,it summarizes the characteristics of“Niche Winners”in terms of resource constraints,R&D and marketing collaboration characteristics,collaboration methods,collaboration goals,and collaboration value,as well as the differentiated paths of R&D and marketing collaboration under different business modes.Finally,it extracts the theoretical model and research conclusions of this paper.The study finds that,compared with leading enterprises in the industry,R&D and marketing of“Niche Winners”are“no-intermediary coordination”under the constraints of strong resources.(1)According to different business modes of“Niche Winners”,there are two collaboration modes:technology-oriented collaboration and marketoriented collaboration.(2)The starting point of technology-oriented collaboration is R&D.Through oneway feedback,R&D-led interaction,and deep participation in R&D collaboration,technology entrepreneurship ability,trend judgment ability,and rule building ability are formed,respectively.The starting point of market-oriented collaboration is marketing,which forms customer demand perception ability,technology market matching ability,and new product development ability through one-way opinion collection,marketing leadership,and deep participation in marketing collaboration.The theoretical significance of this paper is that:(1)The external constraints of R&D and marketing collaboration are incorporated into the theoretical framework,and the theoretical model of R&D and marketing collaboration evolution to improve the independent innovation capability is constructed.(2)According to the different business modes of“Niche Winners”,two collaboration evolution modes of R&D and marketing are identified.This classification not only advances the research on R&D and marketing collaboration to the full life cycle of the special subject of“Niche Winners”,but also breaks through the research on the integration of R&D and marketing in the process of new product development.Under the guidance of the concept of“driving the market”,“Niche Winners”adopt technology-oriented collaboration;under the guidance of the concept of“market driven”,“Niche Winners”adopt market-oriented collaboration.