The Effect Of Customer Participation On New Product Development Performance

With the continuous development of the global economy,intensified market competition,manufacturers of competitive behavior has been by advertising,price promotions to product innovation,added value,and with the development of technology,product life cycle is shorter.Therefore,new product development for enterprises in the market competition to take the initiative,grasp the advantages have great significance.How to grasp the development direction and do new product development in a dynamic and changeable environment,the dynamic capability is the ability to cope with the complicated and changeable environment,and to integrate,reconstruct and configure the internal and external resources.In addition,the intensification of economic globalization and technological change,making the business environment facing enterprises is also in constant change,changes in the external environment will be on the role of enterprises in the new product development process,the final result,as well as customer resources,the use of dynamic capacity.To improve the success rate of new product development,reduce risk,we must be good at grasping and correctly deal with the external environment of the turbulence.In this paper,dynamic capability is regarded as mediator variable and environmental turbulence as moderator,and the effect of variable customer participation,dynamic capability,environmental turbulence and new product development performance are verified by empirical study.This paper is divided into six parts,the first part is the introduction,mainly introduces the research background and the problem of the proposed,research purpose,research significance,research methods,research innovation and research frame.The second part is literature review.The literature of customer participation,dynamic capability,environmental turbulence and new product development performance related to this study were combed and sorted out,and the relationship between them was also discussed.The third part:research model and hypothesis.On the basis of previous studies,this paper constructs a research model,and then puts forward the research hypothesis.The fourth part:research design and measurement of variables.Select the sample according to the research,and design,issue and analyze the questionnaire.The fifth part:data analysis and hypothesis testing.The reliability analysis,validity analysis,correlation analysis and regression analysis were carried out to test the hypothesis is established or not,and summarize the relevant hypothesis test results.The sixth part:research conclusion,enlightenment and prospect.Discuss the hypothesis test results and draw the conclusions of this paper,based on the conclusions put forward the marketing of this article,the limitations of this paper and look forward to future research.Through the relevant data analysis,this article draws the following conclusion:customer participation and dynamic capability has a significant positive effect on the performance of new product development,that is,the higher the customer participation,the stronger the dynamic capability of the enterprise,the higher the new product development performance will be.The role of customer participation in dynamic capabilities is selective,and information sharing has a significant positive impact on dynamic capabilities.Environmental turbulence has a positive effect on the relationship between dynamic capability and new product development innovation performance.Dynamic capabilities are part of the intermediary effect between customer engagement and new product development performance.There is also a bridge between customer engagement and new product development performance.According to the conclusions of this paper,it is of great significance to enhance the performance of new product development.Enterprises should strengthen the participation of customers in the development of new products.Make full use of all kinds of high-tech,good at using a variety of ways to strengthen ties with customers,through customer contact get all kinds of information and business related products in the market feedback,and can make good use of this information.Enterprises should strengthen the construction of dynamic capability.Through the construction of dynamic capabilities,to enhance business opportunities for market changes,technological progress and other opportunities to capture the use of capacity,better integration,allocation of enterprise resources.Enterprises should always pay attention to changes in the external environment,can take timely and effective measures to accelerate the upgrading of products,enhance the market competitiveness of enterprises.In addition,enterprises must pay attention to environmental changes and environmental turbulence related risk analysis and prediction.