Dynamic Interaction Mechanism Model Between Market Competition, Marketing Innovation and Enterprise Innovation

摘要

The research results of marketing innovation and market performance are relatively rich, but the research results of marketing innovation and enterprise innovation performance are relatively insufficient. This study uses 289 companies as research samples to construct a dynamic interaction mechanism model between market competition, marketing innovation and enterprise innovation performance, empirically testing the effects of market competition, marketing innovation and corporate innovation performance. The research shows that market competition promotes the improvement of enterprise innovation performance. Different market competition levels have different effects on the innovation performance of enterprises; marketing innovation has an effect on the innovation performance of enterprises, and the effect of different marketing innovation levels on the innovation performance of enterprises exists. Differences; market competition, marketing innovation and enterprise innovation performance have an interaction effect; market competition and marketing innovation have greater incentive effect on private enterprise innovation performance than state-owned enterprises, market competition and marketing innovation have higher effect on high-tech enterprise innovation performance than traditional enterprise.