The Research Of Modular Production On New Product Development Performance

Nowadays, the process of globalization continues to accelerate, and the information technology industry continues to develop. With the continuous technological innovation, the product engineering is more complicated and the consumer demand is more personalized. Due to modular production can not only to ensure the diversity of product to meet the growing personalized consumer demand, but also to achieve mass- production to get cost and speed advantages, it has become the focus of research. It allows enterprise to put the preponderant resource on the development of core module, at the same time the production of other modules will be outsource to other enterprises. In addition, Modular product can replace or reuse modules by their standardized interfaces. It allows enterprise to only redesign new functional modules for different needs to replace the original modules, without redesigning all product parts. Therefore, modular production can meet the personalized consumer needs while achieving mass-production.First of all, from the sorting and analyzing of the previous literature, and an overview of the current research actuality of modular production and new product performance, we found that most researchers agree that the modular production can improve the competitiveness of the enterprise, and can bring in value to the enterprise, but it has not got to a common view about specifically in what way can bring value to the enterprise. In addition, the most domestic previous literature discussed the modularity theory from different perspective, but the relevant empirical research is relatively lack. This paper adopts the empirical method to explore the effect of the modular production on new product performance, at the same time to analysis the supplier integration‘s moderate role in the relationship between modular production and new product performance. Based on the overview of previous research, we build a research model about modular production, new product performance and supplier integration, and then propose several corresponding research hypothesis.Secondly, this paper designed a questionnaire to measure the main variables. Using a sample of 87 Henan Province manufacturing enterprises, this paper used statistical software SPSS21.0 to analyze the sample data, then discussed the results of the analysis to examine the proposed research hypothesis. The conclusion as follows: First, this paper built a conceptual model between modular production and new product performance. Second, there was a significantly positive correlation between modular production and new product performance. Third, product modular played a complete mediation effect on the relationship between design modular and new product performance. Fourth, the level of supplier integration positively moderated the relationship between modular production and new product performance.