The Impact Of Technological Innovation And Marketing Capabilities On Enterprises Performance

With the rapid development of network communication technology,the IT industry is developing rapidly in the world,and gradually become an important motivation to promote the productivity.YGSOFT,IFLYTEK,Westone,Glodon and many other domestic IT companies are developing gradually in this wave.With the growing importance of the information technology industry in the economic development,the government attaches great importance to the development of this industry.However,the IT companies have some problems,such as lack of creative ability,marketing costs rise,low utilization ratio and so on,which is seriously restricted the healthy development of the enterprises.Hence this paper analyzes the impact of technological innovation and marketing capabilities on enterprise performance,and explores the ways to improve enterprise innovation ability,marketing ability and performance,so the study has the realistic significance.Based on the current situation of the Chinese IT companies,this paper selects the data of 34 SME Listed IT Enterprises for the past five years,by means of FGLS estimation,this paper empirical analyzes the impact of technological innovation and marketing capabilities on SME listed IT enterprises performance whit the method of the variables gradually taken into the regression model.Furthermore,the influence of the interaction of marketing and innovation ability on the performance of SME Listed IT Enterprises is discussed.The study found that:(1)The input intensity of R&D investment and selling expenses has a significant positive correlation with the firm performance in the current period and the lag phase,and with the increase of the lag phase,the correlation is weakened.The computer software copyright has a significant positive impact on the performance of enterprises in the current period.There is no significant correlation between the input rate of the sales staff,the input rate of the technical personnel,the patents and the performance of the enterprises.(2)The interactions between selling expenses and R&D investment,the computer software copyright have a significant negative correlation with the firm performance.The interaction between the selling expenses and the input rate of technical personnel,the patents has no significant correlation with the current performance of the enterprises.Based on the conclusions of this study,this paper puts forward some countermeasures and suggestions to improve enterprise performance from two aspects of macro and micro.On a macro level: the government should increase policy support and create a favorable external environment,extend financing channels,play to the advantage of industrial cluster in order to create some IT high-tech zones with international influence.On a micro level: enterprises should increase the input rate of marketing costs and R&D investment rate,attach importance to intellectual property protection,improving the enterprises' capability of independent innovation,emphasis on the introduction of high-end talents,strengthen communication and cooperation with research institutes.