Based on market-oriented theory and R&D-marketing interface integration theory, this research takes the R&D-marketing interface integration process of Haier as a case study, to explore models of R&D-marketing interface co-evolution path, mechanism of Chinese enterprise, to explain that how Haier is based on market-oriented R&D-marketing interface integration, how Haier forms the integration flow loops of screen, test and feedback, and how Haier achieves a rapid response mechanism to market explaining its process, reasons and characteristics. The research results to improve new product performance, to eliminate the three major obstacles of R&D-marketing Interface integration: information communication barrier, resources integration obstacle, target coordination disorder, having great theoretical value and practical significance.
欧阳桃花, 蔚剑枫. 研发-营销界面市场协同机制研究:“海尔”案例[J]. J4, 2011, 8(01): 12-.
OUYang Tao-Hua, WEI Jian-Feng. Research on Market oriented R&D-Marketing Interface Integration MechanismCase Study of New Product Development of Haier. J4, 2011, 8(01): 12-.