Research On The Impact Between Enterprise Incentive To The Value Of Customer Innovation

Accompanied by the rapid development and changes of the market economy, the simple product or service differentiation has been difficult to meet the individual needs of the customer. More and more customers choose the innovation in the enterprise innovation, customer role has been purely a product or service consumers gradually become co-participants of the product or service innovation. Customer innovation and the value of innovation is becoming the focus of attention of academia and the business community. However, existing research is focused on innovation, content and impact factors are discussed; Or just a theoretical description of the value of innovation. Few scholars to conduct systematic research on the value of customer innovation to the enterprise impact is the lack of research on the measurement of customer value of innovation. Some scholars focused on the study of incentives to innovate, the incentives to innovate the main enterprise and innovation incentives objects within the enterprise employees, few scholars systematic study of external customer innovation in business organizations. In addition, scholars rarely explore the outside world adjust to the impact of variables on the enterprises to stimulate innovation. Innovation management is a form of business management marketing capabilities, its value will be the impact of environmental turbulence. A clear understanding of the regulatory role of environmental turbulence on innovation management and decision-making significance.In this study, the basis of the relevant theoretical research to explore the impact of enterprise incentive for customer innovation. In this study, corporate incentive as independent variables, customer creativity, sharing of user information, the customer involved in the behavior of measured variables, customer innovation capacity at a premium, purchase grew, the cost reduction, retention reduce the cost of the measured variables for the value of customer innovation to the environment the volatility of the adjustment variables, in order to build enterprise incentive to the customer the value of innovation conceptual model, and proposed15hypotheses.For the proposed conceptual model and research hypotheses, the questionnaire design, select the IKEA mall, cross stitch. DIY, Tencent QQ. Fetion Taobao customization and other enterprise customers for the survey, conducted a questionnaire survey to obtain empirical the data. Structural equation modeling, hierarchical regression analysis, confirmatory factor analysis and other methods to test the hypotheses.The results show that the corporate incentive to the customer creativity significant positive effect; Enterprise information sharing, incentives to users and customers to participate in the behavior of the same, there were significant positive effect; Customer creativity, innovation and customer value of the premium capacity of the measure, purchase the amount of growth, lower acquisition costs, retention costs, reduce the positive effect of varying degrees; Sharing of user information on cost reduction and retention costs reduce the positive effect is more significant, no significant positive effects on growth in purchases; Customers to participate in acts of premium capacity, the growth of purchases, reservations reduce the cost of all the positive effects; The same time, environmental turbulence behavior of customer participation and purchases growth does not exist a significant positive effect. behavior and retention costs to reduce the negative to the role of customer participation.According to the theoretical results of this study, innovation management to make reasonable suggestions.