IT企业新品开发项目中RD营销界面整合机制使用研究.docx

浙江大学硕士学位论文 浙江大学硕士学位论文 IT企业新产鼎开发项目中RD．营销界面撼台机制使用研究 Abstract As Information Age is coming，IT corporation has became increasingly important in economy development,crying for improving self-ability of new product development协gain more market value and competitive advantage．People have realized rr project’s hi曲dependence on RD—Marketing integration of interface，but there is less pertinent and systematic research on the issue ofintegrating mechanism． This study starts from charactersic of IT corporation，with further discussion of connections among seve蚰t integrating machanism，interface integration，environmental uncertainty and new-product development fNeD)effectiveness，combines influencing factors into model ofRD-Marketing integrating mechanism in IT corporation’s new product development，collecting data for using SPSS 13．0 to validate the hypothesis， and the optimized model comes into being，SO the mechanism and extent of each factors impact now becomes clear． The conclusion ofthis study is as below： (1)Six integrating mechanism has distinct positive impact on IT projeet’S RD-Marketing interface integration+Their effectiveness rates differently and the formal integrative management process rates琢ghest． (2)Thiee integrating mechanism has direct distinct positive impact on NPD effectiveness．Meanwhile，interface integration become mediation variable between mechanism factors and NpD effectiveness． (3)Technical uncertainty moderate the relationships between interface integration and customer acceptance，SO as to the relationships between interface integration and product and program performance． The influencing model provides management principle which combines theory and analysis tool for IT project make choice to the effective use of RD—Marketing integrating mechanism．Then，this paper brings forward some feasible means and countcmaeasure for choose RD—Marketing integrating mechanism to improve interface integration，NPD effectiveness and when there is technical unce