The Impact Of Technical Innovation On Marketing Performance

With the changes in the market environment,especially with the rapid development of modern technologies such as information technology and artificial intelligence,enterprises are increasingly recognizing the importance of technological innovation.Mastering core technologies,continuously strengthening product research and development capabilities,and improving process and equipment technology levels have become the core of business operations and management.However,in theory,innovation includes technical innovations associated with product development and production,as well as management innovation and institutional innovation.Only by organically integrating these components can good performance be produced.Therefore,management master Drucker emphasizes the combination of technical innovation and marketing.More importantly,in management practice,there has been a tendency to focus on technological innovation and light marketing capabilities in recent years.The logic of this thinking is that the higher the investment in technological innovation,the better the marketing performance of the enterprise will be.However,many studies and practices have shown that the failure rate of technological innovation is between 40% and 90%,which means that there is a nonlinear relationship between technological innovation and marketing performance,and there is a complex mechanism of action.Under the background of innovation-driven development,it is of great significance to explore this mechanism of action,clarify the role path and influencing factors,and propose the innovation and development of enterprises.This paper aims to explain the mechanism of the impact of technological innovation on corporate marketing performance.In the research of this paper,the technological innovations related to products,such as R&D,process and equipment,can only achieve good marketing performance by combining marketing capabilities.This means that there must be a mediating effect of marketing capabilities between technological innovation and marketing performance.However,in the research of this paper,improving self-marketing ability is only a strategic choice under the traditional marketing management thinking and competition concept.As market environment uncertainty increases,companies are increasingly embedded in complex relational networks.Innovative ecosystems,social network organizations,and other emerging organizational forms that cross the boundaries of corporate bureaucracy have been widely developed.Business model change is increasingly becoming a determinant of market competition.Under this circumstance,enterprises can actually realize the commercialization of technological innovation by means of the division of labor and cooperation network embedded in them,which saves the resource investment of marketing management and increases the allocation of technological innovation resources.Therefore,it is necessary to use the degree of collaborative network embedding to characterize the business model change of the enterprise and introduce it into marketing performance research.Based on the above perceptions,this paper analyzes the logical relationship between variables and constructs a theoretical model of marketing innovation for marketing performance from the perspective of performance management,according to the enterprise resource-capability-growth model proposed by Penrose.Capability and collaborative network embedding degree are used as mediator variables to analyze the impact of technological innovation on marketing performance from the cultivation of the company's own capabilities and the ability to gain through external collaborative networks.Based on the mature scale of the existing research,the questionnaire survey was conducted among the middle and senior managers of the enterprise,and the statistical data SPSS22.0 was used to analyze the large sample data investigated,and the hypothesis was verified.The research results show that:(1)the impact of technological innovation on marketing performance is significant,indicating that it is feasible to improve marketing performance through technological innovation;(2)in the process of technological innovation affecting marketing performance,marketing ability Partial mediation,and through the intermediary ofmarketing ability,the significance of technological innovation to marketing performance has improved;(3)Collaborative network embeddedness plays a partial intermediary role in the process of technological innovation impact on marketing performance,indicating that it comes from collaboration The resources of the network can better exert value and improve performance and gain competitive advantage through the transformation of the company's own capabilities.Based on the above conclusions,this study suggests that enterprises should pay attention to building their own effective corporate social collaboration network,and cultivate their marketing capabilities to enhance their strength and competitive advantage,improve marketing performance and achieve long-term development.