研发-营销界面市场协同机制研究:'海尔'案例

摘要

Based on market-oriented theory and R&D-marketing interface integration theory, this research takes the R&D -marketing interface integration process of Haier as a case study, to explore models of R&D -marketing interface co-evolution path, mechanism of Chinese enterprise, to explain that how Haier is based on market-oriented R&D -marketing interface integration, how Haier forms the integration flow loops of screen, test and feedback, and how Haier achieves a rapid response mechanism to market expla ining its process, reasons and characteristics. The research results to improve new product performance, to eliminate the three major obstacles of R&D -marketing Interface integration: information communication barrier, resources integration obstacle, target coordination disorder, having great theoretical value and practical significance.%基于市场导向与研发-营销界面协同理论,以"海尔"的研发-营销界面协同过程为案例研究对象,探讨了中国企业研发-营销界面协同演化路径、机制模式,解释"海尔"研发-营销界面协同如何基于市场导向,形成市场信息不断被筛选、检验、反馈的循环协同流程,实现了快速反应市场的协同机制的原因与特征.该研究成果对提高新产品绩效,消除研发-营销界面协同的三大障碍:信息沟通障碍、资源整合障碍、目标协同障碍具有较大的理论价值与实践指导意义.