Enterprises’ Behaviors, Consumer Preferences And Market Performance In The Context Of Disruptive Innovation

Nowadays, new technology products come out frequently. The change of corporate profits and market position not only depend on whether it can satisfy the consumers’ real demand, but also depend on whether it can motivate and satisfy the potential demand of consumers, in this way, enterprise can be a leader in the fierce competition and open up new profit space. Destructive innovation products with its own product attractive properties, combined with a variety of marketing activities of enterprise to motivate and lead the consumer potential demand, makes some companies successfully transcend the original industry leader. We can see this effect in a large number of examples in the changes of the digital camera industry and mobile phone industry. Therefore, we can see that consumer preferences plays a key role in destructive innovation enterprise can successfully change their operating performance and market position.Industrial organization theory suggests that the enterprise marketing behavior and innovation behavior represented by advertising and R&D spending is important for enterprises to build and maintain competitive advantage. In this paper, considering the background of disruptive innovation for actual industrial revolution, and combined the characteristics of disruptive innovation, we brought the consumer preferences into the traditional "behavior-performance" analysis framework, and research the relationship among enterprise behavior, consumer preferences and market performance. First of all, we made deep analysis and statement in theory,combining the disruptive innovation theory and the actual cases of disruptive innovation, and suggest that consumer preferences play an intermediary role in the disruptive innovation enterprise behavior and market performance and put forward relevant assumptions. On this basis, using Stata12.0 software and the low-end destroy sample data of shanzhai phones of China mobile phone market from 2005 to 2007, we carried on the empirical test by Tobit model. The empirical results show that (1) consumers’ brand preferences have a partial mediating effect between the disruptive innovation enterprise marketing behavior and market performance; (2)consumers’ attribute preferences have a partial mediating effect between the disruptive innovation enterprise R&D behavior and market performance, but this effect does not exist between marketing behavior and market performance; (3) consumers’ price preferences have a partial mediating effect between the disruptive innovation enterprise R&D behavior and market performance.