新产品如何打动市场——营销策略、组织关注与新产品采用间关系的实证研究被引量：7

How to Promote New Products—An Empirical Study on the Relationship among Marketing Strategies,Organizational Attention and Adopting New Products

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摘要如何提高新产品的采用率、打开新市场是一个非常重要的问题。本文通过对206家企业的实证研究考察了供应商营销策略的使用以及经销商的组织关注如何影响经销商采用供应商提供的新产品。研究发现:供应商使用拉动策略和推动策略均能够促进经销商采用其所推出的新产品;经销商的组织关注对营销策略与新产品采用间的关系起调节作用。本文的研究结论对于帮助企业推广和引入新产品、提高市场占有率,乃至增强长期竞争优势具有重要的指导意义。 How to raise the adoption rate of new products and opening up new markets is a very important problem. This paper inspects how the use of suppliers' marketing tactics and the organizational attention affect that the distributors adopt the new products provided by suppliers by the empirical study of 206 enterprises.The research finds: the pull strategy or push strategy used by suppliers can make distributors use the new products promoted by them; organizational attention plays an adjusting role in the relationship between marketing tactic and adopting new products. The research conclusion of this paper have important guiding significance for helping enterprises to promote and introduce new products,raise market share and strengthen long-term competitive edge.

作者李子叶沈灏董维明

机构地区西安交通大学经济与金融学院

出处《当代经济科学》 CSSCI 北大核心 2015年第3期99-106,128,共8页 Modern Economic Science

基金国家自然科学基金项目"不确定环境下企业间知识整合与创新对企业转型升级影响研究"(71302143) 国家自然科学基金项目"基于动态资源管理视角的管理者关系与组织学习对新兴技术创新的影响研究"(71302144) 中国博士后科学基金"不确定环境下战略联盟组织间知识整合机制研究"(2012M520082) 中国博士后科学基金特别资助"企业组织资本与创新对企业转型升级影响研究"(2014T520929)

关键词新产品采用拉动策略推动策略组织关注 Pull Strategy Push Strategy Organizational Attention Adopting New Product

分类号 F274 [经济管理—企业管理]

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