研发阶段新产品信息发布:时间与频率策略研究

被引：10

作者：

伍青生

李湛

机构：

[1] 上海交通大学安泰经济与管理学院

来源：

管理工程学报 | 2014年 / 28卷 / 04期

关键词：

信息发布; 时间; 频率; 新产品开发; 新产品营销;

D O I：

10.13587/j.cnki.jieem.2014.04.041

中图分类号：

F273.2 [产品管理]; F224 [经济数学方法];

学科分类号：

1202 ; 120202 ; 0701 ; 070104 ;

摘要：

新产品开发过程中,何时、以什么频率向外发布所开发的新产品的信息,是企业经营者需要决策的重要问题。现有的文献对新产品信息发布频率尚无直接研究,对首次发布信息时间的研究也还非常有限。本文基于信号理论和有效市场理论,以2000—2010年间我国上市公司发布的602个新产品项目为样本,采用事件研究法和回归分析,研究了研发阶段企业新产品信息发布的时间与频率策略及其市场效果。结果表明,新产品首次发布信息的时间、发布信息的频率对新产品的市场价值都存在倒U形的影响;开发过程中企业与外部商业伙伴的合作对上述两种影响产生负向的调节作用;新产品的创新性正向调节首次发布信息的时间对新产品市场价值的影响。本文的研究结果对于企业新产品开发阶段信息传播策略具有现实的指导意义。

引用

页码：95 / 105

页数：11

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