The Study On R&D-Marketing Integration In NPD

As market competition intensifies, enterprises urgently need to strengthen their ability to develop new products and enhance new product development (NPD) performance, with a view to gain more market value and competitive advantage. NPD is a process of multi-sector collaboration, and the level of integration between R&D and marketing is connected with the success of NPD, so the success of NPD needs that enterprises make R&D and marketing work well together. In recent years, study on the integration between R&D and marketing has been hot research field and the focus of the international science and technology and business management sector. So, study on the relationship among R&D-Marketing integration's factors impacted, R&D-Marketing integration and NPD performance is of theoretical and practical significance.First of all, this paper reviews a great deal of literature, summarizes the key research concepts, and in theory, systematically analyses the relationship and the mechanism among the R&D-Marketing integration's factors impacted, R&D-Marketing integration and NPD performance. Then, on the basis of theoretical research, the theoretical model of the relationship is built from R&D/marketing flexibility and the role of R&D/marketing skills, the corresponding study assumptions are taken, and SPSS13.0 Statistical analysis software is used to apply to Correlation Analysis, T-testing and Regression Analysis to analyze the survey data, and then the relationship among them is validated. At last, on the basis of empirical analysis, some suggestions of how to upgrade the levels of R&D-Marketing integration are given. This paper seeks to enrich the vision of the theoretical R&D-Marketing integration of direction and also expects to be guidance for Chinese enterprises to carry out NPD with some reference value and practical significance.