The Research Of The Impact Of Customer Knowledge Management Competence On New Product Advantage In Catering Enterprises

Along with the rapid development of the social economy, material economydevelops faster and faster, the products people can choose are also more diversified.besides, the development of information technology and network economy make theaccess to information more diversified for customers, but the following less loyalty tothe enterprises probably, the competition between the enterprises becomes more andmore fierce, the obtaining for customers becomes gradually intensified. Therefore, inthe case of more choices, the requirements of the products and service that enterprisessupply to customers also become more higher, in addition to the solid quality ofproducts as the guarantee, the enterprises have to fully understand customers’demands if they’d like to survive and get an invincible position in their realm, ofcourse, producing products satisfies customers eventually combined with customers’demands is the key factor to continuous success for enterprises. In recent years, moreand more enterprises have realized that the role of customer had transformed from thepassive position into active status, the customers are obviously the key factor forenterprises to be permanently survived, more and more enterprises have alsoincorporated the customers into the development process of new products and treatedthe customers as cooperated innovation partners. They are dedicated to strengtheningthe interaction between enterprises and customers, cultivating the employees’ abilitiesof identifying customer knowledge and getting customer knowledge by having goodcommunications with the customers, and transform those knowledge into valuableinternal shared knowledge eventually, therefor, reducing the uncertainty of market,avoid the risk of innovation, and create new products that satisfies customers.Based on the combination of the Knowledge Management and the CustomerRelationship Management theories, the article researched how the enterprises to buildthe Customer Knowledge Management competence by establishing the internalinfrastructure environment of customer knowledge management and strengtheningthe ability of handling the customer knowledge management process, and verify theinfluences of Customer Knowledge Management competence to the New ProductAdvantage in catering enterprises by researching the influences of two intermediate products-customer relationship quality and customer knowledge exchange qualityproduced in the process of Customer Knowledge Management competence toenterprise’s New Product Advantage.Firstly, the paper built the conceptual model about the influences of the CustomerKnowledge Management competence on the New Product Advantage through theliterature reading of Customer Knowledge Management competence and interviewsto the catering staffs, and then put forward the research hypothesis, and finally madean empirical analysis through the questionnaire survey and the use of mathematicalstatistic method, the paper turned out to that the Customer Knowledge Managementcompetence had a positive influence on the New Product Advantage, and indirectinfluence to the New Product Advantage by improving the customer relationshipquality and customer knowledge exchange quality between enterprises and customersduring the Customer Knowledge Management activities.