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顾客关系管理和产品研发管理对企业创新绩效的影响研究
II
摘要
新产品开发对企业的长期生存与发展具有战略性意义。然而，面对动荡的外
部环境，企业新产品开发的成功率低，且收益不理想。新产品开发成功既包括产
品研发成功也包括商业化成功。而且，为了提高新产品成功率，企业引入了顾客
关系管理和产品研发管理流程。但是，对于新产品研发成功的两个重要属性顾客
关系管理和产品研发管理与新产品绩效之间关系的研究较少，且缺少统一整体的
分析。并且，研究集中在西方国家，大多局限于理论探讨而缺乏实证研究。基于
以上问题，本文以资源基础观为理论基础，结合深度访谈和问卷调查来解决以下
两个问题：（1）在中国背景下，顾客关系管理和产品研发管理对新产品绩效是否
有促进作用？（2）企业外部市场环境（市场动荡和技术动荡）和制度环境（执法
不严程度）是否会影响顾客关系管理和产品研发管理与新产品绩效之间关系？
本研究在现有相关研究和资源基础观的理论基础上，结合中国的实际背景，
将企业外部环境分解为市场环境（市场动荡和技术动荡）和制度环境（执法不严
程度），探讨顾客关系管理和产品研发管理对新产品绩效的作用机理。首先从流
程角度定义顾客关系管理和产品研发管理，然后基于理论基础——资源基础观和
相关文献建立研究模型并提出研究假设。再结合相关文献和对企业高管的深度访
谈结果形成本研究的调查问卷，根据研究主题随机选择湖南省高新技术区的114
家高技术制造企业为调研对象，通过问卷调查和实地调研相结合的方式收集数据，
最后利用SPSS软件和AMOS软件用同源性偏差检验、信度和效度分析对一手详
实数据进行检验，并利用回归分析对本研究的假设进行验证
实证结果显示，顾客关系管理（CRM）对新产品绩效无明显的积极影响作用，
但当企业处于技术动荡程度高或者执法不严程度高时，顾客关系管理对新产品绩
效的正向影响会得到强化。产品研发管理（PDM）对新产品绩效有明显的积极影
响作用，并且当市场动荡程度高时，其正向作用会得到强化；但是在执法不严程
度高时，其正向影响会被削弱。根据研究结果，本研究的理论意义在于丰富了新
产品开发成功因素理论、顾客关系管理研究理论以及产品研发管理研究理论；实
践意义在于：（1）能帮助企业管理者根据企业所处环境制定相应的策略。（2）
对政府及其相关部门制定和执行市场竞争方面的法律制度有指导意义
关键词：顾客关系管理；产品研发管理；新产品绩效；执法不严程度；市场动荡；
技术动荡
硕士学位论文
III
Abstract
The development of new products is of strategic significance to the long-term
survival and development of firms. Unfortunately, in the face of the turbulent external
environment, the success rate of new product development is low and the revenue is
not satisfactory. The success of new product development includes both the success of
product development and product commercialization. Moreover, in order to improve
the success rate of new products, firms have already introduced customer relationship
management and product development management process. However, there are few
studies focusing on the two important attributes, customer relationship management
and product development management, which contribute to the success of new
product, and there is a lack of overall analysis concerning this topic in the academic
circle. Furthermore, relevant researches mostly focused on the background of western
countries, and only were confined to theoretical discussions while empirical
researches were absent. Concerning the questions raised above, on the basis of
Resource-Based View, this paper aims to address the following two questions with
in-depth interviews and questionnaire methods: (1) In the context of China, does
customer relationship management or product development management promote the
new product performance (2) Do the external market environment and institutional
environment exert an effect on the relationship between customer relationship
management or product development management and new product performance
On the basis of the existing related researches and the theory of Resource-Based
View, this study decomposes the external environment into the market environment
(market turbulence and technological turbulence) and the institutional environment
(enforcement inefficiency), and discusses the mechanism of customer relationship
management and product development management on the new product performance.
First of all, we define customer relationship management and product development
management from the perspective of process, and then build the research model and
put forward our research hypotheses depending on the theory of Resource-Based View
and the related literature. We adapt the questionnaire based on the related literature
and the result of the depth interviews with firms’ executives. After that, 114 high-tech
manufacturing firms in Changsha National Hi-Tech Industrial Development Zone that
is in accord with our research topic were selected. The data were collected through the
combination of questionnaires and field research methods. Finally, the SPSS software
顾客关系管理和产品研发管理对企业创新绩效的影响研究
IV
and AMOS software were used to conduct common method variance test, reliability
test, validity test, and regression analysis to verify the data and hypotheses.
The empirical study shows that the implementation of customer relationship
management has no significant positive effect on new product performance, but when
implemented under a high degree of technological turbulence or enforcement
inefficiency, customer relationship management will exert a more positive effect on
new product performance. The implementation of product development management
has a significant positive impact on the performance of new products, and the positive
effect will be strengthened when the degree of market turbulence is high. However,
the positive impact of product development management on the performance of new
products will be weakened when the level of enforcement inefficiency is high. The
theoretical significance of this study lies in enriching the theory of the success factor
theory of new product development, the research theory of customer relationship
management and the research theory of product development management. The
practical significance of this study includes: (1) helping firms’ executives formulate
corresponding strategies according to the environment of firms; (2) offering the
significant guidance to the government and its related departments to formulate and
implement the laws of market competition.
Key words: Customer Relationship Management; Product Development Management;
New Product Performance; Enforcement Inefficiency; Market Turbulence;
Technological Turbulence。