企业整体产品创新与消费者需求匹配路径研究  

Study on Path Matching of Innovation on Enterprises whole Products and Requirements from Customers

作　　者：高海霞[1] 

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《科技管理研究》2011年第21期115-118,共4页Science and Technology Management Research

基　　金：国家自然科学基金青年科学基金项目"基于消费者感知心理的本土品牌购买意愿研究--中国农村消费者与城市消费者的比较分析"(70902047)

摘　　要：随着产品同质化的出现,企业需要进行整体产品创新。核心产品创新与消费者基本需求之间存在互动关系,形式产品和附加产品的不断创新则可以满足消费者线性需求和吸引性需求。消费者需求与产品创新之间的链接需要市场驱动和驱动市场模式的有机融合。同时发展驱动市场和市场驱动的技能,并且理解两者在何时以何种配合方式正确应用,对企业来说至关重要。With the development of homogeneous products, enterprises need innovation to the whole products. There is a basic interactive relationship between key products innovation and customers＇ basic needs. The increasing innovation of products and additional products can meet the linear and attractive needs of customers. Connection of customers＇ needs and product innovation requires the effective patterns of integration of marketing driven and driving. It is critical for enterprises to develop capabilities of marketing driven and driving at the same time, to employ the two factors with proper matching.

关 键 词：产品创新 消费者需求 市场驱动 驱动市场 

分 类 号：F273.2[经济管理—企业管理] F713.55[经济管理—国民经济]