International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 11
Available Online: 1 September 2024
Author/s:
Han, Tingting
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
China’s manufacturing sector has undergone a significant transformation, shifting from a focus on low-cost production to one emphasizing innovation. This study mainly discusses the influence of technological innovation, marketing innovation on business performance in Chinese manufacturing enterprises. First, scientific and technological innovation plays an important role in the development of enterprises, through the introduction of new technologies, new equipment, improve production efficiency, reduce costs, thereby improving the competitiveness of enterprises. Secondly, marketing innovation is an important means for enterprises to expand the market and increase market share. Through innovative marketing strategies, enterprises can meet consumer demand and improve brand awareness. Finally, the enterprise benefit is an important index to measure the development of the enterprise. Both technological innovation and marketing innovation can have a positive impact on the enterprise benefit. Based on empirical research, this paper verifies the correlation between technological innovation, marketing innovation and enterprise efficiency by collecting and analyzing relevant data. The results show that both technological innovation and marketing innovation can significantly improve the performance of enterprises and play an important role in promoting the development of China’s manufacturing industry.
Keywords: technology innovation, marketing innovation, business performance, manufacturing enterprises
DOI: https://doi.org/10.5861/ijrsm.2024.1259
Cite this article:
Han, T. (2024). Technological innovation, marketing innovation, and business performance of marketing enterprises in China. International Journal of Research Studies in Management, 12(11), 149-156. https://doi.org/10.5861/ijrsm.2024.1259