Research On Integration Modes Of Marketing And Technology Resources In High-tech Enterprises Based On Innovation Performance

With the rapid and violent development of economic globalization, Chinese high-tech enterprises will face more complex external environment and more intense market competition These high-tech enterprises reflect some weakness such as technology update rapid, high failure rate, short life, and poor ability to resist risks and so on. Efficient use of resources has become a key for high-tech enterprises’ survival. Based on this reality background, marketing resource and technology resource are two important parts of enterprises’ core resources, integration of marketing resource and technology resource attracts scholars’ attention. Therefore, research on the integration modes of marketing resource and technology resource and how these integration modes affect corporate performance will be important.On the basis of summarizing the predecessors’ research results, the paper combines with the theory of resource-based, resource integration, innovation and so on, examines marketing and technology resources from depth and width, constructs four integration modes of marketing and technology resources, built a conceptual model of the relationship among four integration modes of marketing and technology resources, innovation strategy, innovation performance and then proposes the research hypothesis. With high-tech enterprises as research object, the paper conducts the empirical analysis of262samples data through the methods of factor analysis and structural equation modeling. The following conclusions are:First, understand the marketing and technology resources from depth and width we can form four different integration modes of marketing and technology resources. They are’Deep Marketing-Broad Technology Resources’Integration Mode (refer as Marketing Oriented Integration Mode),’Deep Marketing-Deep Technology Resources’Integration Mode (refer as Centralized Integration Mode),’Broad Marketing-Broad Technology Resources’ Integration Mode (refer as Diverse Integration Mode),’Broad Marketing-Deep Technology Resources’Integration Mode (refer as Technology Oriented Integration Mode). Second, because of the nature of resources and the difference of competitive advantage, different resource integration mode suits different innovation strategy. Centralized Resource Integration Mode suit selecting Exploratory Innovation Strategy, Marketing Oriented Integration Mode suit Using Innovation Strategy, Technology Oriented Integration Mode can produce a positive role in two innovation strategies. So enterprises with Technology Oriented Integration Mode need to select the appropriate innovative strategy based on development objectives and the actual demand. Third, different resource integration mode has different influence routes on innovation performance. Empirical studies have found four resource integration modes have seven kinds of influence paths on innovation performance. Marketing Oriented Integration Mode generates positive impact on innovation performance through Using Innovation Strategy. But if enterprises with Marketing Oriented Integration Mode choose Exploratory Innovation Strategy, their innovation performance will be impeded. Centralized Integration Mode plays a direct role in promoting innovation performance and can generate positive impact on innovation performance through Exploratory Innovation Strategy. Diversified Integration Mode plays a direct role in promoting innovation performance. Technofogy Oriented Integration Mode needs to have an indirect effect on innovation performance through innovation strategies. Technology Oriented Integration Mode generates positive impact on innovation performance through Using Innovation Strategy and Exploratory Innovation Strategy. Based on these conclusions, enterprises need to understand the different influence routes of different resource integration Modes impact on enterprises’ innovation performance, have a clear understanding of the situation of corporate resources, legitimate integrate enterprise resources, select effective inovative strategies.