Analysis Of Systematic And The Performance Evaluation Of The R&D-Marketing Interface Management

Since nearly 20 years, researchers have begun to pay attention to the affection of organizational factors to the innovation performance and formed a new research trends in the field of management studies. One important direction is to focus on the communication and integration problems between enterprises and in different sectors, that is, interface management issues. For a long time, Chinese enterprises have been inefficient in innovation activities, and the period of commercialization is too long. The main reason lies on the interface obstacles between every innovation sections. If an enterprise does not resolve the problems, such as R & D / Marketing relations interface, the company's survival and necessary for the development of the production processes and link scientific research, it will lack sufficient capabilities of converting research results to the industrial application engineering, resulting in a disadvantageous position in the competition. After China joins the WTO, enterprises gradually face the whole international market and the competition with the foreign enterprises under the same conditions, the Chinese enterprises lacking the innovation capability will no doubt be eliminated, and the good R & D / Marketing interface coordination mechanism is important way to enhance their innovation capability. Therefore, the research to the R & D / Marketing interface problems is of extremely practical significance.Now, the research and practice to interface focuses on the level of interface management, content, etc, and only from the impact of factors and improved interface functions perspective on the study itself, and how to measure Interface Management Performance is not involved, there is no clear definitions and standards system. It couldn't provide scientific basis and theoretical guidance to enterprise. In light of the lack of theoretical research, the paper has done innovative work is:(1) To research the R&D interface with a new systematic perspective, it will be seen as a system, using the system integrity principle, the structure and function of principle to research the obstacles and solutions in the R&D interface and develop the interface integration mechanism and a harmonious mechanism;(2)Building the interface management system of indices and models on the base of analyzing the interface management, witch resolves the validity of the evaluation problems in the R&D interface management. With AHP made the research scenically result some useful conclusions in interface management;(3) Constructing interface management performance evaluation system with a new angle, and set up a three-tier system of indicators. At first, establishing the input subsystem and interface effects subsystem, and then divided into several subsystems evaluation module, finally, with the minus between the effects and the input in interface management to evaluate performance level. This will no longer limited to the management of the interface surface, but the details from the main view of the more deep-seated, the comprehensiveness and effectiveness of indicators to measure guarantee the validity of the results.(4)Building the model of the interface management system for performance evaluation with AHP, and giving more indicators guidance to the enterprise, all of that factors in relation to the overall performance of the interface weights result, the corresponding resulting Conclusion guidance, the enterprise has obvious guiding role for its specific circumstances can choose to make the largest contribution to the interface management performance factors input and increase the level of interface management.