联系我们

论文查询结果	返回搜索

论文编号：	8990
作者编号：	1120130799
上传时间：	2016/12/15 15:58:55
中文题目：	客户组合的异质性和关系嵌入水平对产品创新程度的影响 ——基于客户知识维度的作用机制
英文题目：	The Effect of Heterogeneity and Relational Embeddedness of Customer Portfolio on the Level of Product Inonvation：Based on the Impact Mechanism of Customer Knowledge Dimensions
指导老师：	韩德昌
中文关键字：	客户组合的异质性；客户组合的关系嵌入水平；客户知识；根本性创新；渐进性创新
英文关键字：	heterogeneity of customer portfolio; relational embeddedness of customer portfolio; customer knowledge; radical innovation; incremental innovation
中文摘要：	越来越多的企业开始寻求各种合作伙伴来进行新产品开发（NPD），这包括与具有研发能力和专业知识的企业进行研发合作，也包括与具有市场信息的企业客户进行新产品开发方面的合作。营销理论和实践都认识到客户参与对于提高企业的竞争优势变得越来越重要。客户不仅是产品和服务的买家或用户，同时他们也可以积极参与到企业价值的共同创造过程中，客户通过在新产品开发（NPD）中发挥更积极的作用参与价值的共同创造。因此，越来越多的企业正在采取各种积极的方式在他们的创新过程中努力卷入客户（involve customers）。尤其是在当今互联网的发展与普及的时代，客户在产品创新中发挥的作用更加明显。大量的企业通过互联网利用客户参与来进行创新，企业可以更加清楚便捷地了解客户的需求信息，同时也可以获取客户自身想到的一些新产品的创意以及解决方案等。 从理论上来看，客户主要通过以下三种机制作用于企业的产品创新：第一，为企业提供用于产品创新的客户知识；第二，为企业提供进行产品创新的资源；第三，影响企业创新的动力和意愿。本文主要聚焦在“客户—客户知识—产品创新”这一逻辑机制上。本文在文献回顾的基础上发现这一机制研究中存在着以下问题：（1）以往研究的层面大部分是在客户的个体层面上，这种层面主要考虑企业引入特定的或有影响力的客户帮助企业进行产品创新，这使得企业获取的客户知识具有一定的局限性；（2）关于企业产品创新的结果测量问题，现有文献中主要采用新产品或专利的数量、新产品开发的速度及新产品开发的成功等。虽然这些方面可以反映出创新的绩效，但是无法捕捉到创新的新颖性程度；（3）大部分学者以知识基础观（KBV）为理论基础，笼统地研究客户知识对于产品创新的重要作用，这种研究逻辑隐含的假设是不同企业的客户知识的内容和特征都是相似的，它在很大程度上忽略了客户知识的不同的维度的价值。基于这样一些研究的不足，本研究论证并检验企业客户群作为一个整体对产品创新的影响机制与结果，这些规律是在研究一般或特定客户对创新的影响时无法发现的。 本文在网络理论、关系理论和知识基础观的理论基础之上，通过研究“客户组合的特征对客户知识维度的影响”和“客户知识维度对产品的根本性创新和渐进性创新的影响”两个问题，构建了“客户组合特征—客户知识维度—产品的根本性创新和渐进性创新”的概念模型，并通过实证揭示了客户组合的异质性和关系嵌入水平是如何影响产品的根本性创新和渐进性创新的，也揭示了客户知识维度在其中的作用机制。具体来讲本文得到了以下有价值的结论：（1）客户组合的异质性可以使企业获得多样化的客户知识，而多样化的客户知识又会正向影响企业产品或服务的根本性创新；（2）客户组合的关系嵌入水平越高时，它会通过影响客户知识的深度和专用性正向影响产品的渐进性创新，但是它也会使客户知识同质化从而减弱了产品的根本性创新。 通过对客户组合、客户知识和产品创新构建更详细的维度，构建了“客户组合的特征—客户知识维度—渐进性创新和根本性创新”这一概念模型，也有利于我们更清楚地认识其内在的逻辑结构。从理论上丰富了知识基础观、客户组合和创新等领域的内容。从实践方面来讲，这将为企业有目的地进行客户组合管理并以此为源动力积极推进产品创新提供理论依据，为企业管理人员评估他们企业的客户组合能否促进其新产品开发提供了一个诊断框架，企业的管理实践者利用这个框架，可以尽可能地优化其客户组合的特征，最大限度地提高其对产品创新的贡献能力。
英文摘要：	More and more companies are looking for new partners for new product development (NPD), including cooperation in R & D with enterprises with R & D capabilities and expertise, as well as cooperation with customers with market information.Marketing theory and practice make us recognize that customer engagement is becoming increasingly important for improving the competitive advantage of an organization. Customers are not only buyers or users of products and services, but they can also participate actively in the co-creation of enterprise value. In innovation, customers participate in the co-creation of enterprise value by playing a more active role in new product development (NPD). As a result, more and more companies are taking a proactive approach to engaging customers in their innovation processes.Especially in today's era of popularization of the Internet, customers play a more obvious role in product innovation. Through the Internet a large number of enterprises make customers participate in the common innovation.Enterprises can not only clearly and easily understand the information about customer demand, but also can get some of ideas and solutions that customers supply for new products. Customers act on enterprise product innovation mainly through the following three mechanisms:(1) They provide customer knowledge for the enterprise to be used in product innovation;(2)They provide resources for the enterprise with product innovation; (2)They affect the Motivation and willingness of the enterprise to innovate. This paper mainly focuses on the logical mechanism of “customer-customer knowledge-product innovation”. Based on the review of the literature, this paper finds that there are some problems in this mechanism:(1) The previous researches mostly focus on individual customer. They mainly involves the specific or influential customer to help enterprises to innovative product, which makes customer knowledge that the enterprise acquire to have some limitations. (2) Existing literatures mainly measure results of product innovation with the number of new products or patents, the speed and success rate of new product development. Although these aspects can reflect the performance of innovation, but they can not capture the degree of the innovation. (3) Most scholars use KBV as the theoretical basis to study the important role of customer knowledge in product innovation. The implicit assumption of this research logic is that the contents and characteristics of customer knowledge in different enterprises are similar , It largely ignores the value of customer knowledge in different dimensions.Based on such research shortcomings, this study demonstrates and test the impact mechanisms and results of enterprise customer bases as a whole on product innovation , these rules are can not be found in researching the impact of the general or specific customer on innovation. Based on network theory, relational theory and knowledge-based view, this paper studies the impact of characteristics of customer portfolio on customer knowledge dimension and customer knowledge dimension on radical innovation and incremental innovation of product. This paper constructs a conceptual model of "characteristics of customer portfolio-dimensions of customer knowledge -radical and incremental innovation of products", demonstrates how the heterogeneity and relational embeddedness of customer portfolio affect the radical and incremental innovation of products, and reveals the role of customer knowledge dimension in product innovation.Specifically, this paper has the following valuable conclusions: (1) heterogeneity of customer portfolio can enable enterprises to obtain a variety of customer knowledge, and diversified customer knowledge can also positively impact on radical innovation of products or services; (2) the higher relational embeddedness of customer portfolio will impact positively on incremental innovation of products by affecting depth and specificity of customer knowledge;but it will also make the customer knowledge homogenous and thus weaken the radical innovation of the product. By constructing a more detailed dimension of customer portfolio, customer knowledge and product innovation, we construct a concept model of “customer portfolio characteristics-customer knowledge dimension -incremental innovation and radical innovation”.It will help us understand the inherent logical structure more clearly.It enriches the theories of Knowledge-based View, customer portfolio and innovation.For practical aspect, it will provide theoretical basis for enterprise to manage customer portfolio purposefully and take this as the motive force to promote the product innovation actively.It will also provide a framework for the manager to assess whether customer's portfolio can promote their new product development. Enterprise managers can optimize the characteristics of their customer portfolio and maximize customer's contribution to product innovation by this framework.
查看全文：	预览  下载(下载需要进行登录)