The Research Of Customer Knowledge Development’s Influence On New Product Performance

Nowadays, competition is increasingly intensive, to obtain a long-term competitive position, enterprises have to develop new product all the time. New Product Development is a knowledge-intensive process; it needs spend a lot of money. However, the success rate of New Product Development is very low, which leads to the enterprises consider the problem of reducing the failure rate of new products. Therefore, the problem naturally becomes scholars and enterprises’ common focus. There are many factors affected new product performance, but the perspective of customer knowledge development to explore new product performance has almost no literature, enterprises and scholars both face the challenges:to obtain long-term competitive advantage, how enterprise should continue and develop customers’needs and desires, how enterprise properly handle the combination of customer knowledge development and the enterprises’ development capacity. Therefore, the study of customer knowledge development’s impact on new product performance has a very important theoretical and practical significance.First of all, from the study and analysis of the previous literature, an overview of four variables--customer knowledge acquisition, customer knowledge integration, existing knowledge accumulation and new product development performance, meantime, we found that domestic enterprises’ study between customer knowledge development and new product performance still remain in the primary stage, most of the studies only elaborate their theoretical relationship, there has almost no study examine their empirical relationship, this paper aims to construct a conceptual model of four variables, proposal the study’s hypothesizes;Secondly, the paper uses Henan Province’s98enterprises as the research’s object, uses the statistical software SPSS18.0analyze the collected data, studies the empirical relationship between customer knowledge development and new product performance, among them, the use of customer correlation analysis and multiple regression analysis reveal that:Customer knowledge acquisition and customer knowledge integration’s relevance, both them have a positive impact on new product development, examines the proposed6hypotheses;Finally, we summarize the article, the conclusion as follows:First, construct a conceptual model between customer knowledge development and new product performance in the context of China’s economic; second, customer knowledge acquisition has a positive effect on customer knowledge integration; third, both customer knowledge acquisition and customer knowledge integration have a positive impact on new product performance; fourth, customer knowledge integration has an indirect impact on customer knowledge acquisition and new product performance’s positive effect; fifth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance’s positive effect; sixth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance’s positive effect.