Research On The Relationship Among Marketing Capability, Technological Innovation And Market Performance

Under the fierce competition environment currently, more and more internal and external factors will affect the competitiveness of enterprises. Innovation and marketing as the two basic functions of the industrial and commercial enterprises, many scholars regarded that the innovation and marketing are very important power for enterprises’ grow up. Innovation is a strong back up for the sustainable development of the enterprises and marketing is tangible impact on enterprise performance constantly. For a long time, scholars always separate innovation and marketing to research the impact on enterprise performance.Facing today’s so complex and fast-changing market environment, just consider one factor on the study of effect to performance of enterprises is obviously one-sided. The present researches find that users’ feedback, market demand and market competition situation need to be properly evaluated and integrated into the process of new product innovate in the stage of research and development of products. Marketing capability is beneficial to identify the right direction for innovation research which has many important role in technology innovation.Much of the existing research is to investigate the marketing capability or technical innovation influence on corporate performance directly, while ignoring maybe there exist intermediary relationship among the three variables. In this paper, through the collation and analysis of relevant literature, we explicit the definition of marketing capability, technical innovation, market performance and the relationship between the three variables. Through theoretical derivation, this paper constructed the relationship model among marketing capability, technological innovation and the market performance and the intermediary model of market performance influence marketing performance through technical innovation. And then this paper puts forward the corresponding hypothesis.Through stepwise regression, empirical analysis of grouping regression and Sobel test method by Eviews6.0. This paper tested the theoretical model and research hypothesis. Due to the combination of theory and demonstration, this paper concluded the internal mechanism of marketing capability, technology innovation and market performance.Through theoretical and empirical analysis, this paper draws the following conclusion: Firstly, the marketing capability has positive effect on the market performance; Secondly, the technology innovation has positive effect on the market performance; Thirdly, the marketing capability has partly positive effect on the technology innovation; Fourthly, technological innovation plays a partial intermediary role in the relationship between marketing capability and market performance; Last but not least, the R&D intensity can affect the intermediary role of the relationship between marketing capability and market performance.