| In the technology and information high- developed era, fact shows that the key points of enterprise success or failure depend on continuous new product innovation. Much specialized research on new product , no matter success or failure , it points out that allocation of R&D--Marketing Interface resources unreasonable is the main factor due to new product R&D project fail .Precondition and fundamental guarantee for R&D acceleration of new product,R&D cost reduction and quick seizing market is effective R&D--Marketing Interface Management.With international environmental protection rising and rapid growth of domestic economy in new century, increasing demand of tin high- technology products empowered GuangXi China Tin Group.,Ltd golden developing chance. Meanwhile, GuangXi China Tin Group.,Ltd caught the opportunity advancing product variety,quantity and quality. However compared with Yunnan Tin Group (Holding) Co., Ltd, GuangXi China Tin Group.,Ltd still has a wide gap among tin deep-processing product variety,quantity,market influence and so on. Nowadays, the two big groups in both international and domestic market spread out fierce competition. To achieve a goal of the deep-processing industry catching up with that of YTC or even better , effective R&D--Marketing Interface Management is very important.Adopting deep-interview and case studies, this research systematically elaborates R&D--Marketing Interface Management based on research findings and related theory . With three different points of view regarding co-operation of new product development by R&D and marketing department,harmonious relation and information quality, they provide available research on Interface Management of two departments,enhancing the effectiveness of new product R&D Interface Management and make scientific theory and practice for improving deep- processing technology and market R&D ability.The topics of this paper refer to:( 1 ) What about evaluating efficiency of R&D--Marketing Interface Management in the light of harmonious relation,information quality and innovation during new product development?(2) What are the issues that need to improve R&D--Marketing Interface Management level so as to raise efficiency of new product development?Main research conclusion as follows:(1)GuangXi China Tin Group.,Ltd pay much attention to teamwork and cooperation by R&D and market ,sale department for the whole course of new product R&D. It is divided into three stages:①Project discussion and proof : Sale marketing and R&D department carry on project planning and market survey together, then feedback the results to R&D department promptly.②Trial-production: At the early stage , sale marketing department can take part in new product R&D and work with R&D department seleting program,studying customer's needs and adjusting program accord of customer's demand.③Sale : R&D department deal with new product market development and after-sale service,preparing product instruction,training marketing and account executive etc. At the same time R&D department will adjust production process timely.(2)Relations between R&D and sale marketing department continuously enhanced by deep-process industry are increasing step by step.①Company can take on maximizing the value of resources of the two departments such as staff, stimulation mechanism,paying for project service charge . By means of series of measures of improving R&D Performance in high– technology, some staff of R&D and production sector will be transferred to take over important marketing jobs finally achieving mutual understanding and strengthening cooperation.②R&D and sale marketing department establish mutual trust relationship and close connection going with cooperation . With harmonizing atmosphere of working, the two parties overcome varies difficulties and finish task.③The two parties (R&D and production sectors) both give fully recognized appraise to the performance of any party and accept failure peacefully.(3)Information :①The company build information communication platform: site,A8 network system,talk meeting,production and management regular conference etc ,be sure of efficient and quick delivery of information from R & D to sale marketing sector.②Company improved information transmission and tracking system between R&D and sale marketing department in order to get high-efficiency quality.③The information transmission of the two sides are timely,accurate and credible. It played a significant role in new product quality improvement and production scale expanding .Upon on the conclusion mentioned above, author thought in the past twenty years, GuangXi China Tin Group.,Ltd created new product and first-class quality. Until now, R&D and marketing department still contribute much to tin high-technology product R&D and gain outstanding achievements. The two parties have close and actively cooperation in the course of new product development, and basically achieve harmonious cooperation and transmission of information timely, accurate, credible. Thereby, R&D--Marketing Interface Management is available during new product R & D.With study, the writer also found that Huaxi Group has following shotcoming that need to be improved in the future: (1) Because of non-specialized expenditure and staff of market research project, the survey of new product need to be further improved scientific & comprehensively.(2)Owing to promotion and reward & punishment system , in addition the building of enterprise culture imperfect, moreover, the company give the impact on personnel view of career development between R&D and marketing sector affecting recognition of their own responsibility as well as the harmonious relationship of the two sectors, therefore result in barrier to communication.(3)There being some differences in degree of education and quality of stuff between R&D and marketing department,affecting the quality of information transferring.(4)Simultaneously the level of techniques inspection and tools lag behind effecting on timeliness and credibility of information transmission between the two departments.(5) Be lack of non- formal communication & connection , it is bad for R&D and sale marketing department form open and smoothly information exchange environment .Scholars at home and abroad go on much breakthrough work for R&D--Marketing Interface making it perfect day by day. Overall, concerning R&D--Marketing Interface Management study, it mainly focus on three factors listed as below: culture,organization,environment and new product R&D performance related to R&D--Marketing Interface Management etc. But in regard to the research of R&D--Marketing Interface Management, at abroad the interface management studies adopt evidence- based method more specific and in-depth, but less fundamental research. Oppositely in China there are more theoretical & horizontal analysis and much link of subject about Interface, but less empirical research. The research areas are main in the IT industry: concerning effectiveness of enterprise innovation interface, there is a small amount of theoretical and empirical research discovered in domestic. For effectiveness of R&D marketing interface management in new product R&D, domestic scholars make the studies by broad-based and comprehensive analysis & conclusion based on relating literatures, but also a few empirical studies. Meanwhile with respect to traditional industry such as the studies of non-ferrous metals industry have not been found.Since reform and opening up in China, Non-ferrous Metals Industry is developing fast. Nowadays, production and import & export volume are in the top-class all over the world with the trend of deep-processing and high value-added product . Thus, this paper provides very important worth for achieving R&D-marketing interface management available during product R&D process of other Non-ferrous Metals enterprises. |
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