Product Innovation And Technological Innovation

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(1) product innovation

Product innovation is rich in connotation. It includes both the invention of new products, the improvement of product quality, the improvement of performance and the reduction of cost.

From different angles, product innovation can be divided into different types: originality based on product innovation can be divided into radical innovation and gradual innovation; based on the direction of product innovation, it can be divided into forward and backward innovation; based on the dimension of product innovation, it can be divided into deep innovation and width innovation; based on the composition of product innovation, it can be divided into design innovation, appearance innovation, specification innovation, function innovation, process innovation and material innovation.

Product innovation is generally based on the following principles:

1, the concept of demand principle

Products must satisfy human material needs and spiritual needs.

Technicians understand different levels of human needs and dynamically predict people's needs, thus becoming the inspiration and source of new products.

Nestle invented instant coffee in 1938.

In recent years, in order to solve the problem of various tastes, the company has introduced many kinds of coffee suitable for different tastes.

Today, with the increasing number of single employees and double employee families, they have successfully launched a quick frozen meal, which has been a great success.

Pets are popular in western society, and the demand for pet food is very strong, and their profits are also very impressive.

Nestle has occupied 75% of the world's pet food market.

2. Patent conception principle

The principle of patent conception is to develop new products by patent.

On the one hand, with the rapid development of science and technology and the gradual improvement of the legal system, people can protect their inventions through patent application; on the other hand, they can refer to the patent literature and find the goal of developing new products.

3, the concept of technology pfer concept

Science and technology is the primary productive force, and its role in product innovation is more and more important.

Therefore, product innovation should be oriented to new technologies, new processes and new materials.

There are mainly 3 types of development of new products based on the idea of technology pfer: first, a new breakthrough, a direct conception; two, to bring the potential into full play and horizontal pplantation; three, to "combine" new technologies and develop new products, which is also a trend of product development in today's society.

4. Principle of selection

Any product contains 4 elements: purpose, function, structure and technology.

Product innovation first puts forward the functional objectives, then puts forward various plans around the target conception, and finally selects the best plan through evaluation.

5. Synthesis principle

In the process of product innovation, technicians decompose the research objects into various levels and various factors, and study them separately, analyze their pros and cons and their characteristics, and then organize them reasonably according to their internal relations so as to form new products. This is the comprehensive principle of product innovation.

The most common are comprehensive scientific and technological achievements, multidisciplinary technology integration, integration of traditional technology and latest technology, and integration of natural science and social science.

6. Relevance principle

There is always a certain correlation between things and things. People often initiate the idea of related things because of the idea of the same thing, which becomes a stimulating factor of product innovation.

For example, in 1970, one of the founders of Nike, Bill Bowerman, a track and field professor at Orlean University, saw his wife using the "honeycomb" iron. If the resin was poured into the "honeycomb" iron, it was used as a mold and the material would be like the gasket that controlled the air flow, thus producing a dynamic air cushion.

In 1977, when Nike launched the Waffle shoes for the first time, it quickly hit the world of running shoes.

7. Reverse principle

Reverse analysis is a comprehensive, systematic and in-depth scientific analysis of the existing products, and reverse research of its important functions such as function, structure, technology, materials and conditions of use, so as to make Lenovo play, pplant and improve, and create new products.

8. Correspondence principle

Things are always opposite and exist. They develop in contradiction. Everything has its opposite, just as positive electricity has negative electricity, and matter has antimatter.

The idea of creating new products from the opposite function of existing products is the corresponding principle of product innovation.

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9. Combination principle

Two or more than two kinds of technologies or products should be properly combined to form new products. This is the combination principle of product innovation.

Different combinations can have different functions, and the new product effect of recombination is often greater than the sum of simple effects that make up the elements of the system.

In the era of planned economy, products can not be updated or replaced for decades, but now they are quite different.

In order to promote product innovation, the state has set up about 200 design institutes, producing as many as 8000 graduates per year, and many outstanding students studying in the best schools in the United States, Japan and Europe.

Many enterprises also hope to enhance brand competitiveness through design.

Lenovo hired hiba design company, pitlan, Oregon, to improve its design level.

China's largest TV maker Changhong electronics Limited by Share Ltd and construction equipment manufacturer Sany Limited by Share Ltd hired stone design studio to make its products more attractive.

Haier group, a maker of white goods, set up its own design center as early as 1994. Now its refrigerators and washing machines are sold all over the world.

China's products have even been placed on shelves in North American and European stores.

Some PHILPS DVD players and the Olympic power tools come from Chinese designers.

The lovely electric iron produced by Black Dekker Limited is designed by the Guangzhou design department.

(two) technological innovation

The era of brand competition is also an era of rapid development of science and technology.

The average life cycle of products has been shortened, and the technical content of products has increased linearly.

Leading technology can form a "first mover advantage". If enterprises lack advanced technology, it is difficult to have a high starting point competitive advantage, and it is difficult to create high-quality international brands.

Technological innovation is the support of brand innovation.

On the one hand, products can reduce costs through technological innovation and have more competitive advantages in the market. On the other hand, technological innovation will inevitably bring about product innovation, which can improve product quality, increase product use and improve product functions, thereby greatly enhancing brand competitiveness.

Changhong has formed a new competitive power through the introduction of the display and color TV, reversing its impression of brand aging in people's minds.

Looking at the brand growth process, we can find that the role of technology is immeasurable.

Especially in today's high-tech era, the role of technology is even more important.

Whether Intel, Microsoft, or Peking University Founder and Lenovo are all supported by technology, they are the crystallization of the development of science and technology.

Technological innovation is the internal driving force of brand development, and constantly inject vitality into brand growth.

All successful brands attach great importance to the great role of technology.

L'OREAL occupies 12.5% of the world's cosmetics market. It has a scientific research team of more than 2000 people and has a large number of advanced scientific research facilities. The company sells 3% of its annual sales to the research and development of new technology and new products.

China is a low wage and low cost manufacturing country, but it is becoming a high-tech giant.

Rob Copp, a scholar of the Monica Institute of the United States, points out that China's goal is not only to catch up with the west, but to make radical technological innovations and lead the world trend.

China's ambition in science and technology is bound to affect the development of global industry in many ways.

For example, China has installed an extremely advanced system for cellular phones to produce third generation mobile phones.

Since China has more than 400 million mobile phone users, more than any other country, the system developed by China will inevitably become a global standard. In the field of software, China is implementing a new standard to enable the Internet to accommodate more users.

The scale of Chinese software is relatively small, but it is growing rapidly, just like other industries.