中美产品创新比较研究.ppt

中国和美国企业开发新产品 比较研究,Comparative Study of New Product Development by Chinese and U.S. Companies,摘要：以研究中美两国企业成功开发新产品的过程及其绩效结果为目的，在文献研究的基础上，首先，构建了基于“能力-优势位置-绩效”观点的成功开发新产品的模型架构，并提出研究假设；其次，利用对中国和美国企业调研的数据对模型进行了实证检验；再次，对比分析了中美两国企业新产品开发的过程和影响因素的作用；最后，探究中美企业新产品开发过程中的异同。 关键词：新产品开发、比较研究、中国、美国 Abstract：The purpose of this paper is to examine the process of new products development (NPD) and their performance results in Chinese and U.S. companies. Based on the relative literature, first, we build a conceptual model of new product development on the basis of a capability-to-positional advantage-to-performance framework, and puts forward the research hypothesis. Second, using the date collected from Chinese and U.S. companies, we make empirical test of the conceptual model. Third, we comparative analysis the process and the impact factors of new product development in Chinese and U.S. companies. At last, we try to find out the similarities and differences of new product development in Chinese and U.S. companies. Key words：New products development, Comparative Study, China, USA,研究大纲 CONTENT,1引言 1 INTRODUCTION 2新产品开发的研究综述 2 LITERATURE REVIEW 3理论模型和研究假设 3 THEORETICAL MODEL 4研究方法 4 STUDY MEASURE 5数据分析 5 DATA ANALYSIS 6结论 6 CONCLUSION,1引言 INTRODUCTION,在经济全球化的背景下，企业间的竞争日趋激烈，全球的企业都在参与一场新产品开发（NPD：New Product Development）的较量。 中国迅猛发展的经济，使其赢得了“世界工厂”的称号，但中国企业目前的产品创新能力还比较低。中国企业要发展壮大、产品要进入国际市场并取得成功，NPD是中国企业求生存谋发展的源泉和动力。 In the context of economic globalization, enterprises have become increasingly competitive. Enterprises around the world to be involved in a trial of strength between the New Product Development. The rapid development of Chinas economy to make it won the “world factory“ in the title, but the current products of Chinese enterprises is still relatively low ability to innovate. If Chinese enterprises want to grow, NPD is the source of the development of Chinese enterprises.,进入21世纪，发达国家企业的产品创新和发展速度及产品竞争力有目共睹，特别是美国企业的产品创新，引起了许多学者和研究者的关注。 目前，缺乏对中国企业产品创新与发达国家企业产品创新之间差距的原因探究和比较分析。 本文旨在对这方面的问题进行探索，通过对美国和中国企业的大样本实证研究进行比较分析。 At present, the study of product innovation from Chinese enterprises is lack. This paper is to explore issues, used the large sample from the United States and Chinese enterprises to carry out a comparative analysis of empirical research.,2研究综述 LITERATURE REVIEW,国内外学者研究新产品开发已有很长时间，对于新产品开发成败或新产品开发项目成功关键因素的研究是这一领域一个主要的研究方向。 早期Cooper、Song、Parry和Lynn等多个学者都从不同角度提出了成功开发新产品的关键因素。 此后的研究中，新产品开发的成功关键因素的研究纬度不断放宽，从产品周期的不同阶段对影响新产品开发的成功关键因素进行识别。 Scholars had study the new product development for a long time. New product development key factor in the success of the project in this area of research is a major research direction. Cooper, Song, Parry and Lynn and many other scholars have put forward from different perspectives to develop new products and the success of the key factors. Scholars had identify the key factors that affect the success of new product development from different stages of the life cycle of products in Later research.,Cooper（2001）在Winning at New products：Accelerating the process from Idea to Launch一书中通过对研究结果进一步总结，提炼了在新产品开发项目中的15个关键的成功因素。 国内也有一些学者对新产品开发的成功因素进行了研究。研究方向主要分成两大类：一类是从某一因素出发（如技术革新、知识创新、供应商参与程度、人力资源等），研究这些因素与产品创新之间的关系，进而深入分析这些因素对新产品开发成功所起的作用；还一类研究试图较全面的识别影响新产品开发成功的关键因素。 Cooper summed up the findings further in his book ” Winning at New products：Accelerating the process from Idea to Launch”, and refined the 15 critical success factors in the new product development projects. There are also some scholars to study the success factors of new product development in China. Some analyses the role of one factor on the new product development process; and others analyses the role of all the factors on the new product development process.,3理论模型和研究假设 THEORETICAL MODEL AND STUDY HYPOTHESIS,3.1理论模型 THEORETICAL MODEL 以往学者对发达国家企业的NPD研究普遍认为，企业的NPD项目如果能够与企业现有市场、资源、职能团队和技能等进行高质量的配合，则可以提高NPD 的成功程度。 Day和Wensley (1988)的研究指出，企业新产品成功的开发过程中，企业的优势资源、技能等关键因素会使企业的新产品在市场中较竞争对手处于优势地位（可能是成本优势或产品差异因素等），进而，市场中的优势地位会影响新产品的绩效，如客户满意度、用户的忠诚度、市场份额和利润率，等等。 Previous studies have generally agreed that if the NPD projects can coordinate with the enterprises resource、market and skills, then it can improve the success of NPD. Day and Wensley (1988) study pointed out that the advantages of enterprise resources, skills and other key factors will make enterprise new products to positional advantage in the market. Then, positional advantage in the market can create superior product performance outcomes.,根据Day和Wensley的研究观点： Following Day and Wensley (1988):,能力,优势位置,绩效,我们提出一个成功开发新产品的模型架构，即在企业NPD过程中，企业的一些优势能力能够使其开发的新产品在市场上处于优势地位，地位优势使新产品获得良好绩效。 we propose a capability-to-positional advantage-to-performance model in which capabilities are the resources that a enterprise exploits to gain positional advantages in NPD and the positional advantages are the only means by which the enterprise can achieve superior performance in its NPD.,通过以上分析，我们构建企业成功开发新产品的概念模型，如图1所示。 Figure 1 presents our theoretical model. 该模型认为，企业NPD过程中涉及两项功能能力营销能力和技术能力，两项综合能力产品推广能力和供应商整合能力，企业使用这些的能力，来提高新产品的地位优势（产品的投放时机和产品的差别化水平），进而创造卓越的新产品绩效。 Briefly, the model features two functional capabilities - marketing capability and technological capability and two integrative capabilities - product launch capability and supplier involvement capability. The model suggests that enterprise can combine their capabilities to advantageously position their new product (in terms of timing of product introduction and level of product differentiation), to creating superior product performance outcomes.,图1企业成功开发新产品的概念模型Figure 1 theoretical model,3.2变量描述及研究假设 STUDY HYPOTHESIS,(1)营销能力与新产品优势地位的关系。 (1) Marketing capabilities and positional advantages 营销能力是指企业的销售队伍进行市场调研、规划和广告宣传策划的技能，以及获得和分配这些营销资源的能力。 前期的市场调研能使开发的新产品更加符合用户的需求，产品特性也因企业自身独特的产品市场定位分析和设计而更加鲜明和突出。 新产品的市场调研和规划，也为新产品在合适的时机投放市场提供了预测和判断。 我们假设：we posit that: H1a：企业的营销能力越强，更能把握住有利时机推广他们的新产品。 Hypothesis 1a: Enterprise with strong marketing capabilities are launching their new product at a more opportune time than their counterparts. H1b：企业的营销能力与新产品的差别化水平呈正相关关系。 Hypothesis 1b: Marketing capabilities of enterprise are positively related to the level of product differentiation.,(2)技术能力与新产品优势地位的关系。 (2) Technical capabilities and positional advantages 企业的技术能力可以定义为技术的特殊组合和企业在产品工程设计、制造和研发方面的资源。 企业的新产品及时投放市场需要了解产品的机会之窗，而强大的产品研究和设计能力正是新产品按计划及时推广的有力保证。而且，基本的生产和制造技术对保证新产品有足够数量进入市场是必不可少的。 大多数企业都会努力将他们的产品与同类产品区分开来以获得市场竞争优势。以技术为导向的产品差异化在企业中非常常见。 我们假设： we posit that: H2a：企业技术能力越强，新产品投放市场的及时性越好。 Hypothesis 2a: The stronger the technological capabilities of a enterprise the better the timing of the launch of the new product. H2b：企业技术能力越强，新产品的差别化水平越高。 Hypothesis 2b: The stronger the technological capabilities of a enterprise, the higher the level of product differentiation.,(3) 产品推广能力与新产品优势地位的关系。 (3)Product launch integrative capabilities and positional advantages 产品推广能力是指广告、促销、营销传播、销售队伍分销推出新产品的能力。 较高的产品推广能力使企业通过有效的广告宣传、促销手段把新产品及时地投放到目标客户群中去，增强新产品投放市场的及时性。 产品推广活动的任务之一就是让目标市场认识并接受公司的差异化新产品，以提高新产品与客户需求之间的满意程度 。 我们假设： we posit that: H3a：企业推广新产品的能力越强，其新产品投放市场时机的选择越好。 Hypothesis 3a: The stronger the product launch capabilities of a enterprise, the better the timing of market introduction of the new product. H3b：企业推广新产品的能力越强，顾客可感知的新产品的差别化水平就越高。 Hypothesis 3b: The stronger the product launch capability of a enterprise, the upper the perceived level of product differentiation.,(4) 供应商整合能力与新产品优势地位的关系。 (4) Supplier involvement and positional advantages 供应商整合能力是指在新产品开发过程中，企业团队和供应链合作伙伴之间的合作与交流能力。 随着新产品的复杂程度提高，企业越来越难以独立开发新产品，需要与供应商进行合作。 通过跨职能部门的企业间沟通和协作以使供应商有效地参与新产品开发项目是最常用的方式，这对于预防、及时识别和解决新产品开发过程中出现的问题至关重要。 我们假设： we posit that: H4a：企业供应商整合能力越高，新产品推广的时机越适宜。 H4a: The higher the level of supplier involvement, the better the timing of new product introduction. H4b：企业供应商整合能力越高，新产品差别化水平越高。 H4b: The higher the level of supplier involvement the higher the level product differentiation.,(5)新产品投放的时机与新产品的绩效。 (5)Timing of new product introduction and product performance 新产品投放的时机会影响其最终的产品绩效，因为往往只是一个最优的时机可以最大限度地提高产品的经济绩效。 大量的文献研究表明，新产品及时地投放市场将使产品获得高于社会平均产品绩效的竞争优势。 我们假设： we posit that: H5a：新产品投放时机越好，产品绩效越高。 H5a: The better the timing of the new product introduction to higher the product performance.,(6)新产品差别化与产品绩效。 (6)Product differentiation and product performance 关于新产品成功关键因素方面的研究一再强调，新产品的差别化是其相对于其他竞争性产品的优势所在。 长期以来，产品差别化战略总能带来利润超额回报率。产品差别化能使企业不受竞争对手影响，建立一个对价格不敏感的忠实客户群。 我们假设： we posit that: H5b：新产品较高的差别化水平与产品绩效是正相关的。 H5b: Higher levels of product differentiation are positively related to product performance,4研究方法 STUDY MEASURE,4.1变量测量和问卷设计 4.1 Variable measurement and questionnaire design 本文在企业成功开发新产品的概念模型的基础上，利用前人已有的研究成果，对模型中变量进行测量，编制调查问卷。 在对各变量测量条目中容易产生混淆的术语和表达方式进行修正后，编制设计了试问卷。 In this paper, Our model variables were measured, and the preparation of the questionnaire. Measurement of the variables in the entry would create confusion in the terminology and expressions to the amendment, designed to test the preparation of the questionnaire.,然后把试问卷发放给西安市高新区四家企业的20名NPD项目的从业人员进行访谈式填写，并记录了他们提出意见与建议。根据试问卷的填写情况，并结合访谈的纪录，对问卷进行了修正。 最后，请4位NPD项目管理方面的专家对问卷内容进行审核，对问卷中的术语和表达方式进行了进一步修正后最终定稿。 Finally, four NPD project management experts to review the contents of the questionnaires, the questionnaire of the terms and expressions have been further finalized.,4.2数据收集 4.2 DATA 问卷调查分别在美国和中国的企业中进行。 To test our theoretical model, we collected empirical data in China and U.S. 在美国，通过NPD合作研究的美国学者，利用Dun & Bradstreet (D&B)公司的数据库，在美国本土从五个行业随机选择了1878家企业进行问卷调查。共得到了539个美国企业539个新产品开发项目的完整数据（响应率29）。 In U.S., the sampling frame consisted of 1878 enterprises in U.S., and in the five industries. we received complete data on 539 new product development projects from 539 enterprises (a response rate of 29%).,在中国，分别从广州，厦门，莆田，上海，北京和福州这6个城市抽取了2153家合法注册的公司作样本，并且集中在五个行业发放。收到了694家企业的694个新产品开发过程的完整数据（回收率为32）。 In china, the sampling frame consisted of six lists of 2,153 legally registered enterprises in six Chinese cities: Guangzhou, Xiamen, Putian, Shanghai, Beijing, and Fuzhou, and in the five industries. we received complete data on 694 new product development projects from 694 enterprises (a response rate of 32%).,5数据分析 Data Analysis,5.1美国企业的数据分析 5.1 Data Analysis using American data 利用美国企业调研的数据对模型进行检验，首先检验模型结构的可靠性和验证模型的有效性。 结果表明，模型表现出线性特征、有效收敛和差别有效性。 全结构方程模型结果如图2所示。 We first perform a confirmatory analysis of the measurement model to assess the unidimensionality, convergent validity, and discriminate validity. Confirmatory factor analysis shows our measurement model exhibits unidimensionality, convergent validity, and discriminate validity. Therefore, we accept the measurement model and proceed to test the theoretical conceptual model. Figure 2 contains the model fit indices and the results of full structure equation model.,图2 美国企业成功开发新产品的全结构方程模型结果 Figure 2 Full Structure Equation in U.S.,结果表明，虽然美国企业的营销能力对新产品差异化水平没有显著影响，但对新产品的投放时机却有积极的正向影响（p0.01）。技术能力与新产品投放时机和新产品差异水平都是呈显著正相关（p0.01）。新产品的推广能力与新产品的投放时机之间是不显著相关的，但是与新产品差异化水平是正相关的（p0.05）。新产品开发过程中，供应商参与的程度与新产品的投放时机是负相关的(p0.01)，但对新产品的差异化水平有正面的积极影响（p0.05）。最后，依靠企业的功能和综合能力建立起来的新产品的市场优势地位，对新产品绩效有重大的积极影响（p0.01）。 结果还发现，美国企业的综合能力与新产品绩效之间存在有两个直接关系，这两个关系并不包括在本文的理论模型中。结果表明，企业的产品推广能力和供应商整合能力对新产品的绩效有直接的正面影响（p0.05）。,The results show that a enterprises marketing capability positively affects the timing of the new product introduction (p0.01) although it has no significant impacts on the level of product differentiation. The technological capability is positively related to both the timing of the product introduction and the level of product differentiation (p0.01). Surprisingly the product launch integrative capability is not related to the timing of the new product introduction, although it is positively related to the level of product differentiation (p0.05). The level of supplier involvement in the new product development process is negatively related to the timing of introduction of the new product (p0.01), but has a positive impact on the level of new product differentiation (p0.05). Finally, the positional advantages of the new product built by the functional and integrative capabilities have significant positive effects on the performance of the new product (p0.01). We identified two direct paths between integrative capabilities and product performance, which is not included in our theoretical model. The results suggest that both the product launch integrative capability and the level of supplier involvement capability in new product development activities have a direct significant positive impact on the performance of a enterprises new product (p0.05).,5.2中国企业的数据分析 5.2 Data Analysis using Chinese data,利用中国企业调研的数据对模型进行检验。模型表现出线性特征、有效收敛和差别有效性。因此，我们接受估计模型，并着手对概念模型的检验。 全结构方程模型结果如图3所示。 Confirmatory factor analysis shows our measurement model exhibits unidimensionality, convergent validity, and discriminate validity. Therefore, we accept the measurement model and proceed to test the theoretical conceptual model. Figure 3 contains the model fit indices and the results of full structure equation model.,图3中国企业成功开发新产品的全结构方程模型结果 Figure 3 Full Structure Equation in China,结果显示，中国企业的营销能力对新产品的投放时机有积极的正向影响（p0.01），但颇感意外的是：中国企业的营销能力越强，新产品差别化水平就越低（p0.01）。技术能力对新产品的两方面优势地位影响也不同，技术能力正向影响新产品差异化水平（p0.01），却负向影响新产品的投放时机的及时性（p0.01）。新产品的推广能力与新产品的投放时机之间显著负相关的（p0.01），但是与新产品差异化水平是正相关的（p0.01）。供应商的整合或参与程度与新产品的两个地位优势都是呈正相关的。最后，依靠企业的功能和综合能力建立起来的新产品的市场优势地位，对新产品绩效有重大的积极影响（p0.01）。 结果还发现，中国企业的技术能力和产品推广能力与新产品绩效之间存在直接关系，这两个关系并不包括在本文的理论模型中。结果表明，企业的技术能力和产品推广能力对新产品的绩效有直接的正面影响（p0.05）。,The results show that a enterprises marketing capability positively affects the timing of the new product introduction (p0.01) although it has negative impacts on the level of product differentiation. The technological capability is negatively related to the timing of the product introduction (p0.01), but it has positive impacts on the level of product differentiation (p0.01). Surprisingly the product launch integrative capability has negative impacts on the timing of the new product introduction (p0.01), although it is positively related to the level of product differentiation (p0.01). The level of supplier involvement in the new product development process positively affects both the timing of introduction of the new product , and the level of new product differentiation . Finally, the positional advantages of the new product built by the functional and integrative capabilities have significant positive effects on the performance of the new product (p0.01). We identified two direct paths between integrative capabilities and product performance, which is not included in our theoretical model. The results suggest that both the technological capability and the product launch integrative capability in new product development activities have a direct significant positive impact on the performance of a enterprises new product (p0.05).,5.3中美企业新产品开发的比较分析 5.3Comparative analysis of new product development between China and U.S,上述分析表明，中美企业成功开发新产品有着大体相同的过程路径，说明我们的概念模型具有良好的适应性和有效性。但实证结果也说明，发达国家（美国）和中国企业在新产品开发过程中存在着差别。 Our results indicate that enterprises new product development process is generally uniform both in China and U.S But there has the gap between China and the United States in new product development.,表1 地位优势影响新产品绩效的路径系数 Table1 Positional Advantages and Product Performance,注：*：p0.01； *：p0.05*； *：p0.10。,如表1所示，对中美企业而言，新产品所获得的市场优势地位能使新产品获得良好的绩效水平。 From the table 1, new product that get the positional advantages in the market can create well performance. 两国企业新产品的差异化水平对产品绩效的影响作用都强于新产品的投放时机对产品绩效的作用。产品的差异化使开发出来的新产品较同类产品更具吸引顾客的特性，保证了新产品取得满意的绩效。 The level of product differentiation has more positively effect the performance of the new product than the timing of the new product introduction both in China and U.S The level of product differentiation make the new product has more specially than other similar products.,但对美国企业而言，新产品投放市场的及时性对绩效的积极作用比在中国企业对绩效的正向作用更为突出。美国企业对机会把握的能力更强，使得新产品能够在最优的时机可以最大限度地提高产品的经济绩效。而中国企业可能因缺乏足够的资金用于广告宣传和销售渠道的建设，使得新产品即使在合适的机会窗口投放市场，也不能最大限度的提高产品的绩效，产品推广能力对绩效的直接正向作用也说明了这点。 In American enterprise, the timing of the new product introduction has more effect on the performance of the new product than Chinese enterprises. American Enterprise Grasp the opportunity to make super performance. Because they have not enough money to advertising, Chinese corporations do not improve their performance, even though it in the right time for the new products.,在模型中，我们认为新产品的优势市场地位是由企业具有的两项功能能力和综合能力来影响的。将这些能力对新产品优势地位的影响作用进行排序，可得表2、表3所示结果。 From the table 2 and table 3, you can see the effects that the enterprises capability affect positional advantages.,表2 对新产品差异化水平的影响作用排序 Table 2 The Effect to the Level of Product Differentiation,注：“+”表示正向影响作用；“-”表示负向影响作用；“ns”表示没有显著影响作用。,对于中美企业，企业的各项能力在对产品差异化水平的影响作用中，技术能力都是最重要的影响因素。中美两国企业对技术能力重要性的认知是相同的。 企业的两项综合能力供应商整合能力和产品推广能力对新产品的差异化水平都具有正向作用。对于美国企业，供应商整合能力所起的作用强于另一项综合能力；而在中国企业中，产品推广能力对新产品差异化的作用更加明显。 Technological capability has most important positive impacts on the level of product differentiation both in China and U.S The level of supplier involvement and the product launch integrative capability have significant positive effects on the level of product differentiation. In American enterprise, the effect by the level of supplier involvement is better than the product launch integrative capability, but The result is the opposite in Chinese corporation.,中国企业开发的新产品特性更需要宣传推广，从而使其被目标市场的顾客所熟悉，并把它与其它竞争产品区分开来。通常，发达国家对新产品宣传推广的投入资源都比较多，这时供应商参与新产品开发程度所起的作用更加明显。 Usually, Chinese enterprises new products need to propagandize to the market. In American enterprise, the effect by the level of supplier involvement is better than the product launch integrative capability.,在美国企业调研的数据中，营销能力对新产品差异化水平没有显著的影响作用。检查收集的问卷数据发现，原因可能是美国企业调研的数据中存在一些首款开发的新产品项目数据。首款新产品并没有前身产品，企业不能充分收集客户对前身产品的反馈信息，也就不能将这些反馈信息纳入首款新产品的设计过程。 营销能力对二代新产品的性能特点将可能产生积极影响。因此，根据这一效应，我们可以看到营销能力对产品差别化水平有积极的影响。 The relationship between enterprises marketing capabilities and the level of product differentiation did not appear significant. A plausible