Study On Customer Relationship Management For User Innovation

With the gradual development of market economy, the competition between theenterprises has ascended to a new level. Because of the explosive growth of thecommodity and increasingly serious phenomenon of homogeneity, the competitionstrategy around the product and price is not the trend of the times. In order to take thelead in the new round of competition, user innovation gradually becomes the newbreakout of enterprises to get technological progress.Starting from the user’s needs and preferences, aiming at producing products to meetthe demands of users, bringing the user into the source of technological innovation,these are the core ideas of user innovation. According to the empirical study, manyscholars confirmed that the user innovation can really improve the enterpriseinnovation efficiency and performance. However, in our country, the user innovationprogress is not smooth. As to the reasons, the explanation from academic circle is notsufficient and lack of the corresponding empirical analysis. Based on this background,this paper, combing with our country’s characteristic "relationship oriented"environment, explore the connection between the relationship management and userinnovation. This paper is divided into five chapters, each chapter’s content shown asfollows:(1) The first chapter is the introduction part. It firstly elaborates the background,purpose, significance of this paper and then get the literature research of userinnovation theory as well as the customer relationship theory. What’s more, the basictrain of thought of this article is also introduced in this part.(2) The second chapter is the study of basic principle. The chapter analyses therelationship and the interaction between manufacturers and users. Then put forwardthe customer relationship management theory for user innovation. The theory hasconcluded and combed the relationship management from four aspects: relationshipmanagement idea, relationship management intensity, relationship managementchannel, relationship management style.(3)The third chapter constructs the customer relationship management model for userinnovation. The independent variables of the model are the related factors ofrelationship management, the intermediate variable of the model is cooperationsatisfaction as well as the interactive effectiveness and the user innovation performance is regarded as the dependent variable. Then on the basis of theoreticalresearch, this paper puts forward the research hypothesis and the correspondingmeasure scale, aiming at measuring each variable accurately and objectively.(4)The fourth chapter is the part of empirical analysis. This chapter firstly introducesthe investigation process as well as the reliability and the validity of the survey data.Then verify the hypothesis by constructing the structural equation model. The analysisresults indicate that the diversified relationship management channel, the moderaterelationship management intensity, the relationship management style of combininginstitutional management and emotional management together have a positive effecton the cooperation satisfaction as well as the interactive effectiveness betweenmanufacturer and user and play an active role to enhance the user innovationperformance.(5)The fifth chapter mainly expounds the full text conclusion and the researchprospect. This chapter firstly reviews the research work of the full text and makes abrief summary for the result of hypothesis test. Then put forward the innovationpoints, the research deficiency and the research prospect in the field of userinnovation.