本文通过研究企业制订产品标准及其产品市场营销绩效之间的关系，在国内外已有 研究文献的基础上，搜集国内外相关行业产品标准化工作动态及成果，对标近年来积极 参与国际标准制订的我国企业中上市公司的经营数据，以 D 公司系列产品的生命周期 分析入手，评价其系列产品的标准化发展水平，结合产品市场开发各阶段及营销绩效指 标，运用营销管理 4Ps 和 4Cs 等相关理论来论证制订产品标准的行为对营销绩效的影 响。 根据 D 公司制订产品标准以推动企业营销绩效实现的实例，本文分析制订产品标准 相关行为对企业营销绩效的影响关系。通过分析国内外研究成果，结合营销管理相关理 论，提出了研究假设并建立概念模型，并参照成熟的量表从产品标准化能力、营销能力、 技术创新能力、营销绩效五项指标进行设计测量表，通过 SPSS 对回收的调查问卷数据 进行信度、效度和相关性的回归分析，对研究假设进行实证检验，研究了企业制订产品 标准这一实践行为和营销绩效传导的关系，也探讨了企业制定产品标准实践对中介变量 营销能力、技术创新能力的影响，最终影响营销绩效。 研究结果表明：（1）企业制订产品标准对营销绩效有着显著的正向推进作用；（2） 企业制订产品标准对营销能力有着显著的正向推进作用，营销能力对营销绩效有着显著 的正向推进作用，通过营销能力的中介，企业制订产品标准对营销绩效有着显著的正向 推进作用；（3）企业制订产品标准对技术创新能力有着显著的正向推进作用，技术创新 能力对营销绩效有着显著的正向推进作用，通过技术创新的中介，企业制订产品标准对 营销绩效有着显著的正向推进作用。通过对研究的总结，本文对 D 公司未来制订产品标 准工作给出了相关建议。 关键词：制订产品标准，营销管理，技术创新能力，绩效iii Abstract This paper takes the influence of product standard drafting on the marketing performance of enterprises as the research object, based on of domestic and foreign existing research literature, collected the trends and achievements of product standardization in related industries of domestic and foreign market, and compared the management data of Chinese listed companies which actively participate in the international standards projects, started with the life cycle analysis of D-company’s series products, evaluated the standard development level of its series products, combined product market development stage and marketing performance index, used marketing management 4Ps and 4Cs theories to demonstrate the impact of enterprise’s product standard drafting on marketing performance. According to the example of D-company's product standard drafting formulation to drive corporate marketing performance, this article analysis the relationship between enterprises’s product standard drafting and marketing performance. Through analyzing domestic and foreign research results, combining marketing management related theories, proposing research hypotheses and establishing conceptual models, and referring to mature scales to design and measure five indicators of product standardization capabilities, marketing capabilities, technological innovation capabilities, and marketing performance, through IBM-SPSS Reliability and validity analysis, correlation analysis, and regression analysis of the collected questionnaire data are carried out to empirically analyze the research hypothesis, studies the relationship between the practice of drafting product standards and marketing performance transmission, and also discusses the influence of the practice of drafting product standards on the marketing ability and technological innovation ability of mediating variables, which finally influence on the marketing performance. The research results show that: (1) Enterprise’s product standard drafting has a significant positive effect on marketing performance; (2) Enterprise’s product standard drafting has a significant positive effect on marketing ability, and marketing ability has a significant positive effect on marketing performance.As an intermediary of ability, enterprise’s product standard drafting has a significant positive effectiv on marketing performance; (3) Enterprise’s product standard drafting has a significant positive effect on technological innovation ability, and technological innovation ability has a significant positive effect on marketing performance. Through technological innovation as an intermediary, enterprise’s product standard drafting has a significant positive effect on marketing performance. Keywords: product standard drafting, marketing management, technological innovation ability, performancev 目录 第一章 绪论 ................................................. 1 1.1 研究背景......................................................... 1 1.1.1 国际标准化发展 ............................................. 1 1.1.2 中国标准国际化 ............................................. 3 1.1.3 D 公司产品标准化经验 ........................................ 4 1.2 研究目的与意义................................................... 5 1.3 国内外研究现状................................................... 5 1.3.1 国内研究现状 ............................................... 6 1.3.2 国外研究现状 ............................................... 8 1.3.3 研究综述 ................................................... 9 1.4 研究内容与方法................................................... 9 1.4.1 研究内容 ................................................... 9 1.4.2 研究路线 .................................................. 10 1.4.3 研究方法 .................................................. 12 第二章 相关概念及理论基础 .................................. 13 2.1 产品标准化概念.................................................. 13 2.1.1 产品标准化用途广泛 ........................................ 13 2.1.2 产品标准化的优势 .......................................... 14 2.1.3 产品标准化的缺点 .......................................... 14 2.2 营销绩效概念.................................................... 15 2.3 产品标准化与营销管理理论........................................ 16 第三章 D 公司案例分析....................................... 18 3.1 D 公司概况 ...................................................... 18 3.2 D 公司系列产品标准化和典型范例 .................................. 19 3.3 D 公司系列产品生命周期与标准化 .................................. 24 3.4 D 公司转型升级产品的定位分析 .................................... 27 3.5 本章小结........................................................ 30 第四章 制订产品标准与营销绩效研究 ............................ 31 4.1 概念界定及测量 ................................................... 31 4.1.1 营销绩效 ................................................... 31vi 4.1.2 营销能力 ................................................... 32 4.1.3 技术创新能力 ............................................... 33 4.1.4 企业制定产品标准实践能力 ................................... 34 4.2 概念模型......................................................... 35 4.3 研究假设的提出................................................... 35 4.3.1 企业制定产品标准实践对营销能力的影响 ....................... 35 4.3.2 营销能力对营销绩效的影响 ................................... 36 4.3.3 企业制定产品标准实践对技术创新能力的影响 ................... 37 4.3.4 技术创新能力对营销绩效的影响 ............................... 37 4.3.5 企业制定产品标准实践对营销绩效的影响 ....................... 38 4.3.6 技术创新能力的中介效应 ..................................... 38 4.3.7 营销能力的中介效应 ......................................... 38 4.4 量表设计......................................................... 39 4.4.1 企业制定产品标准实践测量量表 ............................... 39 4.4.2 技术创新能力量表 ........................................... 39 4.4.3 营销能力量表 ............................................... 39 4.4.4 企业绩效量表 ............................................... 39 4.5 实证检验及分析................................................... 40 4.5.1 信度及效度分析 ............................................. 41 4.5.2 相关分析 ................................................... 42 4.5.3 假设检验 ................................................... 43 4.5.4 中介效应检验 ............................................... 44 4.6 实证研究结论..................................................... 46 第五章 研究总结 .............................................. 47 5.1 创新与不足....................................................... 47 5.2 对 D 公司的建议................................................... 48