The Effectiveness Of Customer Participation In New Product Development On Brandrelationship Quality

With the growth of Per capita national income,China has actually entered the era of brand consumption.The rapid growth of brand category and quantity makes the product sales market transform from seller's market to buyer's market,and expands consumers' leading voice.Consumption are more personalized and diversified.The change in consumer culture has prompted the product development of the enterprise to change from the center of the product to the customer.Enterprises should not only make full use of its own existing resources,but also pay attention to the demand of consumers.In the new normal economy and brand consumption economy,enterprises must innovate continuously in technology,product and business mode,so as to successfully accomplish brand building and gain competitive advantages for enterprises.Customer participation in the development of new products,as a new form of NPD,has been accepted by most enterprises,which also improving interests of the enterprise.In the brand economy,customer participation in new product development is no longer confined to economic interests.Because the people are demanding more cultural value of the brand and personality value,emotional value and other properties than product function,price and other attributes.As the brand construction of enterprises has gradually shifted from "product-oriented" to "people-oriented",the relationship between customers and enterprises has been obviously improved.It is particularly important to make use of the opportunities of NPD,to form a good interaction with the customers and to improve the quality of the brand relationship.This article combines the theory of customer participation,the theory of brand relationship and the theory of psychological perception to sort out the relevant literature of scholars at home and abroad.The structural equation model of customer participation in the impact of NPD on the quality of brand relationship was established to verify the effect of customer psychological perception factors as the intermediary variables.The results show that customer involvement in new product development has a positive impact on customer psychological perception and can affect brand relationship quality through customer psychological perception.