Telecommunications Enterprise Product Development And Marketing Integration

In the fast changeable environment, the advantage of enterprises competition comes from the ability on organization, study and continual creation. The efficient integrate of R&D and Marketing in enterprises is the inevitable way to construct the internal ability.The main body of innovation is enterprises, the motive of creation comes from the profit of new products. The efficient integrate of R&D and Marketing in enterprises is the necessity demand of raising innovation benefit, depress innovation venture, expediting innovation speed and shortening innovation cycle. Although most enterprises know it is a right way to integrate the function of R&D and Marketing, but how to deal with it is still a puzzle. The integration can bring up benefit as much as cost and venture, and how to combine the aim between the stuffs in different departments, and how to adopt the appropriate method in different situation are significance problems.This paper discussed the integrate problems of R&D and Marketing in telecom enterprises. Firstly, analyzed the necessity and feasibility of integration. Secondly, discussed four methods of integration. The third, measured the differences of attitude to management between the two departments, and through system analyse and case study examined the effect of the method on adjusting the structure of organization in the process of new product development.