It New Product Development, R & D-marketing Interface Integrated Research

As Information Age is coming, IT corporation has became increasingly important in economy development, crying for improving self-ability of new product development to gain more market value and competitive advantage. People have realized IT corporation's high dependence on R&D—Marketing interface, but there is less pertinent and systematic research on the issue of interface integration in the course of new IT corporation's new product development.This study starts from characteristic of IT corporation, analyzes the important factors which have impact on R&D-Marketing interface integration from information prompting factor, organization motivation factor and environment driving factor, with further discussion of connection among these factors, combines influencing factor model of R&D—Marketing interface integration in IT corporation's new product development and brings forward research hypothesis.Through abundant questionnaire investigation, the study obtains data for empirical research which using SEM to validate, and the optimized model comes into being after debugging of Amos software, so the mechanism and extent of each factor's impact now becomes clear.The conclusion of this study is as below:( 1 ) Information prompting factor has distinct positive impact on IT corporation's R&D-Marketing interface integration. In addition, it has direct impact on performance of new product development.(2) Organization motivation factor has distinct positive impact on IT corporation's R&D-Marketing interface integration. Meanwhile,it has direct impact on performance of new product development.(3) Environment driving factor has no distinct direct but some indirect impact on IT corporation's R&D-Marketing interface integration. This indirect impact works through information prompting factor and organization motivation factor which also become mediation variable between environment driving factor and interface integration.(4) R&D—Marketing interface integration has distinct positive impact on performance of new product development, this conclusion is similar with most research, and approves the validity of conclusion "inner enterprise interface management could distinctly improve performance of new product development".The influencing model provides management principle which combines theory with practice and analysis tool for IT corporation make choice to improve R&D-Marketing interface integration. Then, this paper brings forward some feasible means and countermeasure for advance R&D—Marketing interface integration to improve performance of new product development from information communion flat roof, organization motivation mechanism and environment inspection system, to make perfection and development of interface management practice.