Being in the ever-changing society, you should seek innovation, strengthen the ability to live in peace, no matter how well you develop, always be prepared. The following is my successful innovation for you to organize the case, welcome to read!
Successful Case Part 1
High-tech enterprises in the entrepreneurial period to engage in innovation activities bear greater risks. Usually, their innovation risk mainly comes from three aspects, such as technology risk, market risk, and financial risk. However, many enterprises have been able to row against the current, more and more courageous, and even achieved great success. According to a survey of several enterprises, it was found that ? Mystery? is that they grasp a number of key factors in the success of high-tech entrepreneurial enterprises innovation. The main ones are:
First, the enterprise should have rich entrepreneurial spirit of entrepreneurs to lead the way
Innovation is like rowing against the current, not to advance is to retreat. In the business world, only entrepreneurs rich in entrepreneurial spirit dare and are good at rowing against the current. Xiong Bit said, entrepreneurs are the soul of the enterprise, this is the reason. Entrepreneurs rich in entrepreneurial spirit can grasp the opportunity to take stock of the situation, repeated defeats. Even if the enterprise scale has been very large, the market share has been very high, they will not forget that their enterprises are still in the entrepreneurial stage. In recent years, many of our high-tech entrepreneurial enterprises can be a good success, one of the important reasons is because they have a rich entrepreneurial spirit of entrepreneurs to lead the way.
Second, the need to master? The core technology? and?
Whether the enterprise has mastered the innovation needs? The core technology is the technology that is needed to innovate. Foreign software can be quickly Chinese in China, the key lies in a number of enterprises have mastered the core technology of software Chinese. If the enterprise innovation needs technology is divided into root technology, trunk technology, branch technology, leaf technology, in the technology chain, the enterprise mastered whether it is? Root technology?
Intel, the reason why Intel is able to run the global market, lies in his mastery of the most advanced chip technology, while the chip technology is the root of the manufacture of computer technology.
Third, to have the core technology and the root of the technology of the people
High-tech entrepreneurial innovation requires continuous technical support. Technology is ultimately mastered by people. Therefore, it is very important to have people who master the core and root technologies. Lenovo personal computers, Founder typesetting system can be popular in the Chinese market, and they have the core technology of the product field and the root of the technology of the people have an important relationship. On the contrary, some companies on the fast, collapsed fast, the lack of mastery of the core technology and the root of the technology is often an important reason.
Fourth, the enterprise internal to establish an effective incentive mechanism
In the same external environment, an enterprise can continue to innovate, first of all, depends on the enterprise can construct a set of incentives to induce employees to innovate. There are differences in the personal needs of different employees, their status and role within the enterprise, so it is necessary to adopt a categorized incentive approach for all types of employees at all levels. Innovation depends firstly on the promotion and organization of entrepreneurs, and the innovation risk of entrepreneurial enterprises is firstly borne by entrepreneurs. The entrepreneurs to take? Property rights incentives? is the most effective, take? Broad-based compensation is the most effective. Incentive system or approach is the second most effective. The so-called broad compensation, that is, the organic combination of material compensation and spiritual compensation. Incentives for entrepreneurs if not in place, one-sided emphasis on? Constraints? is useless.
Success Stories Part 2I. Introduction to Innovation and Innovation Management
What is innovation? Simply put, it is the use of already existing natural resources or social elements to create new contradictions **** the same body of human behavior. In economics, the origin of the concept of innovation is the American economist Schumpeter's Introduction to Economic Development published in 1912. In his work, Schumpeter suggests that innovation is the combination of a new factor of production and conditions of production in a ? new combination? introduced into the production system. It includes five situations: the introduction of a new product, the introduction of a new production method, the opening of a new market, access to a new source of supply of raw materials or semi-finished products. Schumpeter's concept of innovation encompasses a wide range of innovations, such as innovations involving technological change and organizational innovations involving non-technological change.
Scarcity of resources and unlimited demand is a major problem in today's world. Innovation management refers to the creation of a new and more effective resource allocation and integration paradigm, to achieve the effective use of resources and multiplication of such innovation in the national innovation system is in a comprehensive integrated guidance and coordination position whether it is the system of innovation technological innovation product innovation market innovation knowledge innovation, or corporate innovation, its success or failure ultimately depends on the coordinated development of the organizational structure and management activities, so innovation management is the foundation and guarantee of all the Innovation management is the basis and guarantee of all innovation.
Second, the significance of innovation management lies in the optimization of resource allocation
The innovation of management theory originated in the mid-18th century when the first industrial revolution broke out in the United Kingdom, in particular, the extensive use of the steam engine, so that the machine mass production in place of the old manual workshop productivity development, the urgent need for a new management ideas and systems to adapt to it. The famous British economist Adam Smith in the study of the division of labor to improve the impact of production efficiency, pointed out that if the production workers do not carry out the division of labor, a person a day can only produce 20 needles, after the division of labor, it can be up to as many as 48,000 pieces. After repeated experiments, the results show that the advantages of division of labor, is that producers specializing in a specific operation, easier to master production skills, faster to improve the degree of proficiency, and can significantly increase labor productivity from this, this principle has become an important guiding principle for the organization of the division of labor and the conveyor belt production, that is, a complex production process, is broken down into a number of processes, each process and can be divided into a number of operating positions or procedures. A complex production process is broken down into a number of processes, each process can be divided into a number of operating positions or procedures, workers in fixed positions, according to pre-specified procedures, and quickly achieve proficiency Adam Smith's innovations in management theory, put ? the sluggish developmental process of the artisanal era into a real stampede in production? era.
At the end of the 19th century and the beginning of the 20th century, with the increasing scale of production, management tends to be more complex. The United States of America's Tyro put forward the doctrine of scientific management, workers from Tyro's experiments to improve the efficiency of the work put forward the scientific basis, coupled with the proposed on the basis of this? Piece-rate wage system? The theory of piece-rate wage system triggered the rationalization of operation in capitalist countries. Rationalization of operations The movement of the rationalization of the operation of the capitalist countries, and therefore Tylo is also known as the father of scientific management. The father of scientific management. The management approach he created is known as the "Tyro system". Tylo system. , his masterpiece, Principles of Scientific Management, marked the birth of management science, and Tyro's theory of scientific management, along with Fayol's theory of organizational management, formed the classical school of management.
Joseph Schumpeter in 1912, published in the book "Introduction to Economic Development", for the first time, the management of innovation into the theory of economic development, arguing that innovation in the process of economic development in the major role. According to him, innovation is a new combination of means of production, and he pointed out that the concept of innovation encompasses at least the following five situations:(1) the adoption of a new product? that is, a product with which consumers are not yet familiar? or a new characteristic of a product. (2) The adoption of a new mode of production, that is, a method that has not yet been empirically tested in the relevant sector of the system, and this new method does not in any way need to be based on new discoveries in science; and, it can also exist in a new way of dealing with a product commercially. (3) To open up a new market, that is to say, a market not previously entered by a branch of manufacture in the country in question, whether or not such a market had previously existed. (4) To plunder or control a new source of supply of raw materials or of this product, without asking whether such a source already exists or is created for the first time. (5) To achieve a new organization of any kind of industry, such as the creation of a monopoly position, or the breaking up of a monopoly position. Obviously, Schumpeter's concept of innovation from the perspective of innovation management discusses the role of new ways of allocating resources to promote economic development, and has already involved the core of innovation management. Of course, on the generality of innovation management theory, Schumpeter's theory there are some imperfect and inaccurate places, for example, he did not realize that the role of innovation on economic development lies in the successful implementation of a new way of resource allocation, so that the use of resources in line with the requirements of the whole of society to maximize the interests of but Schumpeter's theory of innovation management for the effective integration of resources to provide the space for reflection.
In short, innovation management is a process of shifting resources from inefficient to efficient use. With the arrival of the knowledge economy era and the rapid development of high-tech industries, management thinking management theory and management functions are facing a new protracted war and a new revolution, innovation management has thus entered a new stage. The concept of innovation management is more fresh and perfect, the frequency of its use of the high function of the expansion of the wide, more than any previous period.
Third, the value of management lies in the continuous reform and innovation
Innovation is the embodiment of the value of management. For enterprises, its basic function is innovation, including innovation management. The purpose of innovative management is to improve the allocation efficiency of the limited resources of the enterprise, so that the unchanged factors of production to play a greater role, this efficiency is not only in the speed of capital turnover to accelerate the coefficient of consumption of resources to reduce the increase in labor productivity and so on many production indicators are reflected, but also in the economic efficiency of the indicators to be reflected in the economic efficiency, that is, to improve the economic efficiency of the enterprise.
In the context of the nationalization of the economy, innovation is particularly important for enterprises to cope with competition and challenges so, Thomas Peters in the "chaos to win? The American Management Revolution," said at the outset, outstanding companies do not believe in excellence itself, but only believe in continuous improvement and constant change, in other words, tomorrow's outstanding companies favor change, do not like the eternal and unchanging things, and in the midst of the chaos in order to seek development and take off.
This preference for change is in fact the basic motivation for innovative management, which can only be maximized by constant innovation. At present, many of the country's shrewd business leaders know, in the ever-changing competitive era, not innovation is equal to perish.
Fourth, the case study - Red Star Macalline international furniture chain
Since its inception in 1986, Red Star Macalline has been ranked among the top 50 of the top 500 private enterprises in China for six consecutive years, and has been named ? China's Top 50 Chain Store Enterprises China's top ten independent innovation brand? China's Top 10 Independent Innovative Brands The only iconic brand in China's home furnishing industry. etc. It has also been awarded the "China Enterprise Management Special Contribution Award". China Enterprise Management Special Contribution Award and? China's top ten economic integrity demonstration unit? Public satisfaction with China's top ten world famous brand furniture? and many other honors, and was awarded the "National Civilized Unit". National Civilized Unit National Civilized Unit, National Youth Civilization Number National Youth Civilization Number etc. On March 28, 2007, Redstar Macalline was selected as one of the top ten employers in the 2006 CCTV Annual Employer Survey held by CCTV. At the press conference, Red Star Macalline was also selected as one of the top ten employers, becoming the only finalist brand in China's home furnishing industry.
As a leader in the furniture industry, Red Star Macalline's success is due to the continuous practice of innovative management. The balance of low-cost and differentiation strategies can ensure that companies can meet customer needs while reducing production costs, which not only helps to realize value innovation, but also gives companies lasting core competitiveness.
As a giant in China's furniture industry, Redstar Macalline's success is not only a concern for its competitors, but also a good inspiration for companies in other fields. The fundamental reason why Redstar Macalline has been able to achieve such brilliant results is that it has implemented a set of innovative management that can create value on a sustainable basis, i.e. breaking the traditional constraints of industry rules, minimizing enterprise costs, and fully meeting the market needs of target customer groups with differentiated products and services.
(a) Red Star Macalline's differentiation strategy
Differentiation strategy, also known as the unique strategy, is to differentiate the products or services provided by the company. To form something that is unique in an industry-wide context. A differentiation strategy can be achieved in a number of ways: uniqueness in design or brand image, technical features, cosmetic features, customer service, distribution network, and others. Ideally, a company differentiates itself in several ways. It should be emphasized that a differentiation strategy does not mean that a company can ignore costs, but at this point costs are not the company's primary strategic objective.
1. Product conceptualization
Under the conditions of increasing product convergence, the core competitiveness of a company can no longer be effectively formed by relying only on the functional characteristics of its products to meet customer needs. In order to better cultivate customer loyalty, the best way is to combine the functional and emotional characteristics of the product, on the basis of ensuring quality and functionality, using the product as a medium to transfer the culture of the enterprise to the customer to emotionally satisfy the needs of the customer, and then to ensure that the customer's reliance on the enterprise brand.
According to the previous market rules, furniture companies should be committed to providing functional products, but Redstar Macalline takes into account the special significance of furniture in people's daily lives, and strives to create a comfortable and cozy home atmosphere for customers with furniture that is rich in artistic taste, so as to differentiate itself from other companies.
2. Differentiated services
Through the low-cost strategy, Redstar Macalline has won a large number of low- and middle-income customers. On this basis, Redstar Macalline and their target customer groups to the periphery of the radiation: first of all, for the same low and middle-income consumers, Redstar Macalline launched a low-cost and delicious food and beverage services in the store, which makes a lot of people who originally did not want to buy the Redstar Macalline furniture, because of low-cost, fast food and beverage and become a customer of Redstar Macalline; secondly, taking into account the fun of shopping, Redstar Macalline used a Self-service shopping mode, with detailed product descriptions instead of the traditional close to the clerk service, attracted a lot of customers accustomed to self-service purchasing; at the same time, Red Star Macalline's product display is divided into different units, a variety of furniture naturally combined together, the customer can be a good combination of units copied to their own homes, eliminating the need for effort to design the effort, which makes some of the original do not like to spend time on furniture This makes some people who do not like to spend much effort on furniture become loyal customers of Redstar Macalline. In this way, Redstar Macalline seeks out those customer groups that are on the fringe of the market but can bring great benefits to the company.
3. Playing the role of a good? Corporate Citizenship?
Innovation management requires companies to look to the future, actively anticipate changes in external trends on the one hand, and analyze them in depth on the other hand, in order to find the relevant fit with customer value and business model of the company. At the same time, in order to be truly innovative, these trends must be decisive for the business, irreversible, and have a clear path.
In recent years, concern for the environment has been growing, not only among some non-governmental organizations, but also among many ordinary consumers who, while purchasing a product, pay attention to the external behavior of the company. The furniture industry requires a lot of raw materials, which are closely related to the surrounding environment from the initial purchase to the later design and production. Red Star Macalline realized the importance of environmental protection to the long-term development of the enterprise earlier, and developed a relatively complete and practical work norms.
Based on its keen insight into the market environment and consumer habits, Red Star Macalline has successfully played the role of ? Corporate Citizenship? And it has been proved that the furniture products of Red Star Macalline with the concept of environmental protection are becoming more and more popular among consumers all over the country.
(ii) Redstar Macalline's low-cost strategy
In order to maximize the profit potential of innovation management, companies should take into account the low-cost strategy while developing a differentiation strategy, first implement strategic pricing, and then obtain the advantage of cost leadership. In order to effectively control costs, it is important to clarify the order of cost and price, i.e., instead of the traditional cost-determined price, price should be considered first and then the target cost should be deduced. The following is the use of innovative management of this profit model on the Red Star Macalline's low-cost strategy for specific analysis.
1. Strategic price
In order to provide customers with truly low-priced products and services, Redstar Macalline will give full consideration to the customer's affordability before designing the product, and combined with the characteristics of the product to set the expected sales price, so that the target cost will be much lower than that of other companies, and the production process will be in the future within the target cost to ensure the performance and quality of the product as much as possible. The target cost will be much lower than other companies, and the production process will be within this target cost to ensure the performance and quality of the product.
2. Streamlined production operations and cost innovation
In the production process, Redstar Macalline's strategy has three main aspects: first, to find relatively inexpensive raw materials. Red Star Macalline constantly seeks new materials and technologies to reduce the cost of products. Under the premise of ensuring quality, Red Star Macalline not only considers wood, but also makes full use of composite plastics and other raw materials. Secondly, it adjusts the production layout and locates the production base in low-cost areas. In addition, Red Star Macalline also adopts the mode of flat packaging for product storage and transportation. Flatbed packaging not only helps to adjust the production layout nationwide, while reducing the space for storage and transportation, greatly reducing product costs.
3. Cooperation with suppliers
Cooperation allows a company to take advantage of the strengths of other companies and the benefits of economies of scale, to narrow the gap with other companies in terms of production capacity. This brings efficient production capacity to the firm and facilitates cost leadership.
Redstar Macalline has established a rational, long-term relationship with its suppliers across the country. In addition to cooperating with its suppliers, Redstar Macalline encourages competition among its suppliers, and gives orders to those who are less expensive by any measure, which not only ensures that Redstar products are based on the lowest possible cost, but also that they are produced with the highest possible efficiency and shipped to distribution centers around the country.
By doing this, Red Star Macalline not only ensures that its products are based on the lowest cost, but also that they are produced and shipped to distribution centers with the highest efficiency.
Through the above model, Redstar Macalline not only integrated its logistics system, but also integrated the low-cost strategy into every process of business operations, to achieve the goal of achieving the target cost.
In summary, value innovation is the cornerstone of innovation management, through the cost (to achieve the target type to pay attention to cost control) and the buyer's value (target) **** the same attention to be realized. Red Star Macalline as an active practitioner of innovation management, on the one hand, through the continuous improvement of the logistics system throughout the country, the production cost control within the expected target, on the other hand, adhere to the product-specific design concepts, in terms of functionality and emotion to achieve the best to maximize the satisfaction of customer needs. These two aspects interact with each other as the strategy is promoted, and play a positive and lasting role in promoting the value innovation of the enterprise.
V. Conclusion
The development of the market economy by leaps and bounds, the enterprise in the tide of the market economy, such as rowing against the current, not to advance is to retreat. The nationalization of the economy is a feature of today's world economic development, the economies of countries through trade and commerce interconnected, interdependent and integrated. Today's national economic integration, China has joined the WTO for many years, into the tide of the world economy, modern resources, technology, information, human resources and commodities in the national flow, enterprise competition is becoming increasingly fierce. Looking at contemporary enterprises, the only way to take the initiative in the competition is to constantly innovate and become invincible. Innovation is a concept, but also the intrinsic requirements for the survival and development of enterprises.
Tesla: open source and enterprise innovation alliance
Tesla's success is categorized by the industry as the success of the Internet thinking, and Musk's move to open patents, but also reflects the Internet? The spirit of freedom, equality, openness, and sharing is also reflected in Musk's move to open up his patents.
Tesla's success has been recognized by the industry as a success of the Internet.
Tesla open-sourced all its patents for the purpose of ? Let more people or enterprises, at a lower threshold, can stand on the shoulders of giants, into the world of electric vehicle development and popularization of the wave. On the surface, opening up the patents allows competitors to take advantage of them, yet this move invariably improves the universality of Tesla's technology, allowing it to seize a favorable position in the future development of standards.
So the effect behind this is that if Tesla's patent open source reaches a certain scale, and its technology allies grow to a certain size, they will have to be compatible with Tesla's charging standards. Obviously, if Tesla establishes an industrial alliance supported by Tesla technology, then I believe that the surplus capacity of the Super Battery Factory will be digested by Tesla's allies, and Tesla is not only a manufacturer of electric cars, but also the controller of the upstream core battery resources.
On January 23, 2015, Musk appeared at the North American Auto Show in Detroit. This time, Musk said that Tesla really face the enemy, not necessarily traditional manufacturers and dealers, but users who have been accustomed to the internal combustion engine car, as well as the huge industrial inertia rooted in the traditional business. To break this shackle, the alliance is the best means.
So Tesla's welcoming of other automakers into the electric car industry is an attempt to form a ? matrix of electric vehicles? and no longer fight alone, so that the overall electric vehicle industry will have greater potential, in terms of market cultivation, policy breakthroughs, technological accumulation, the formation of electric vehicle industry chain, etc., will form a group of ecological effect, increasing the volume of electric vehicles.
So, Tesla needs allies, not enemies. Previously Tesla open patents, also for this purpose. Special fans believe that Tesla is expected to form an alliance organization similar to the Open Handset Alliance, when companies such as Google Samsung is relying on this alliance to pull most of the pizza out of Apple's mouth.
As Musk said, for electric cars to be successful, they need technology from outside the automotive industry and from many other fields, and this ability to integrate and innovate is something that Tesla is better at than any other traditional automaker. Tesla is a good example, telling us that through the form of openness and cooperation, we can get the development of an industrial ecosystem, and we can establish the enterprise technology innovation alliance, which can drive the innovation of the real electric vehicle industry.
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