Organizational Factors To Accelerate New Product Market Research

Along with the drastic market competition, ever-changing demand of customer, high-speed development of technology and the shortened cycle of product life, accelerating the new product marketing and acquiring the advantage as a forthgoer has become critical for the firm to grasp the fleeting market opportunity, to satisfy customer's ever-changing demand, to keep up with the technology' high-speed development and finally to capture the generous return. The importance of marketing the new product quickly has been realized, but there are few clearly aimed and systematical researches paying attention to the issue on the organizational factors' effect upon the acceleration of marketing the new product.Based on the appropriate classification of the organizational factors, the research emphasizes on the analysis of four major factors such as organizational procedure, organizational personnel, organizational structure and organizational culture, and their driving effect on the commercialization of new product. Afterward, with the method of Structure Equation Modeling (SEM), the research establishes a model of the organizational factors' effect upon the acceleration of marketing the new product, and observes the impacting degree and mechanism of the factors.Built on the above-mentioned research, the thesis constructs a system in which the organizational factors effectively impact on the acceleration of marketing the new product, summarizes the impacting degree and mechanism of the factors, and arrives at the following conclusions:1) The process of marketing the new product is remarkably accelerated by the following organizational procedure factors: the Concurrent Engineering process, the process management of project, the general quality management of project and product data management and so on.2) The following organizational structure factors have impact on the process: the use of networking organizational pattern, flexible organizational pattern and multiplex organizational pattern, the use of specialized project team and the use of cross-function team which is self-decided and self-managed and so on.3) The following organizational personnel factors have impact on the process: the top-manager's participation and support, the high-quality participator in the project, the project team's active cooperation and study, the promotion from product advocators, and the team member's ability to acquire, analyze and use the knowledge.4) The following factors can effectively market the new product: marketing the new product in advance of the competitor, introducing the new product before the trade approval, beyond the company's expectation and with faster speed than ever.5) By accelerating the process of marketing new product, the organizational factors can meet the company's expectation of market share, sales income, invest income rate, cost control, successful rate of new product and customer' satisfactionThe model analyzed in the thesis can provides a scientific and practical principle and analysis tool for the companies to accelerate the marketing of new product.