【北邮国院大二下】产品开发与营销知识点整理 Topic6

北邮国院大二电商在读，随课程进行整理知识点。仅整理PPT中相对重要的知识点，个人认为相对不重要的细小的知识点不列在其中。如有错误请指出。转载请注明出处

Topic 6 - Innovation

Innovation characteristics:

创新的特点

1. Process from idea generation to commercialization 从创意产生到商业化的过程

2. The adoption of change 变革的采纳

3. Radical change in traditional ways vs. incremental change 传统方式的彻底改变vs增量改变

4. New device or something new to society 新设备或对社会来说是新的东西

The Difference of Invention and Innovation

1. Innovation = theoretical conception + technical invention + commercial exploitation

创新=理论构想+技术发明+商业开发

2. An invention can still become an innovation even if it is unsuccessful, provided it made it to the marketplace

一项发明即使不成功也可以成为一项创新，只要它能够进入市场

Innovation and Product Development

创新及产品开发

An innovation is successful implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organisational method in business practices, workplace organisation or external relations.

创新是一种新的或显著改进的产品(产品或服务)，或过程，一种新的营销方法，或在商业实践、工作场所组织或外部关系中的一种新的组织方法的成功实施。

A creative process in which two or more existing things are combined in some novel way to produce unique new thing.

两种或两种以上的现有事物以某种新颖的方式结合起来产生独特的新事物的创造过程。

Innovation is the management of all the activities involved in the process of idea generation, technology development, manufacturing and marketing of a new (or improved) product or manufacturing process or equipment.

创新是对新(或改进)产品或制造工艺或设备的创意产生、技术开发、制造和营销过程中所涉及的所有活动的管理。

Types of innovation

1. Product Innovation        产品创新

        The development of a new or improved product        新产品或改良产品的开发

2. Process innovation        工艺创新

        The development of a new manufacturing process        一种新的制造工艺的开发

3. Organisational innovation        组织创新

        A new venture division, a new internal communication system, introduction of a new accounting procedure

        一个新的风险部门，一个新的内部沟通系统，引入一个新的会计程序

4. Management innovation        管理创新

        TQM (Total Quality Management) systems. BPR (business process re-engineering)

        TQM(全面质量管理)体系。业务流程重组

5. Production innovation        生产创新

        Quality circles, just-in-time (JIT) manufacturing system, new production planning software

        质量圈，准时的制造系统，新的生产计划软件

6. Commercial/marketing innovation        商业/营销创新

        New financing arrangements, new sales approach e.g. direct marketing, e-commerce

        新的融资安排，新的销售方式，如直接营销，电子商务

7. Service innovation        服务创新

        Telephone financial services or on-line services e.g. customer support

        电话金融服务或在线服务，例如客户支持

Product Innovation

In most cases we think of innovation relating to actual products,such as new technologies,leading edge products and gadgets, etc

在大多数情况下，我们认为创新与实际产品有关，如新技术、前沿产品和小配件等

Advantages of launching new or improved products on to the market include:

向市场推出新产品或改进产品的优势包括:

1. Increased market share        增加市场份额

2. Public relations – e.g. news coverage        公共关系——例如新闻报道

3. Enhanced reputation as an innovative company        作为一家创新公司的声誉得到提升

4. Opportunity to build early customer loyalty        建立早期客户忠诚度的机会

5. Added value        附加价值

6. Higher prices and profitability        更高的价格和利润

7. Competitive advantage        竞争优势

Process Innovation

Has to do with finding more efficient and effective ways of Producing existing products and delivering existing products,can also include producing or delivering new products were appropriate

需要找到更有效的方法来生产现有的产品和交付现有的产品,还可以包括生产或交付新产品是否合适

Advantages are:

1. Reduced costs        缩减成本

2. Improved quality        质量改进

3. More responsive customer service        更快捷的客户服务

4. Greater flexibility        更有弹性

Disadvantages are:

1. Loss of jobs – especially if work is outsourced        失业——特别是如果工作被外包的话

2. Need for re-training of workers        需要对工人进行再培训

The Source of Models of Innovation

Linear models(3 models)

Technology Push

When scientists make unexpected discoveries        当科学家们有了意想不到的发现

        Technologists apply them to develop product ideas        

        技术人员应用它们来开发产品创意

        Engineers and Designers turn them into prototypes for testing        

        工程师和设计师将它们变成测试的原型

        Manufacturing devise ways of producing the products efficiently

        制造业设计出有效生产产品的方法

        Marketing and sales will promote the product to the potential customer

        市场营销和销售将向潜在客户推销产品

Market Push

This is a more customer driven model and is used by the majority of industries today

这是一种更受客户驱动的模式，并且被当今大多数行业所采用

Market Research supports this model        市场研究支持这个模型

Customer requirements are then conveyed to R&D for design and engineering and then manufacturing for production.

然后将客户的需求传递给研发部门进行设计和工程，然后制造生产。

Universities & industry liaison

单纯语言描述不清，看图

 图中描述了三者的线性关系

Simultaneous coupling

整体耦合

Within this model, the moment of innovation is unknown (unlike the linear models)

在这个模型中，创新时刻是未知的(不像线性模型)

The groups work together simultaneously and create innovation.

这些团队同时工作并创造创新。

Interactive

交互

Innovations occur due to work in universities, industry and from market demand

创新源于大学、产业和市场需求的工作

This model takes simultaneous coupling one step further

该模型进一步实现了同步耦合

No explicit starting point        没有明确的起点

The diagram represents the links between the organisation and its internal and external linkages with the marketplace and science base.

该图表代表了该组织及其内部和外部与市场和科学基地之间的联系。

Organisations which can successfully manage this process will be the most successful innovators.

能够成功管理这一过程的组织将是最成功的创新者。

This diagram allows for feedback through the different stages of the development of innovations.

这张图允许通过创新发展的不同阶段进行反馈。

What makes an innovative company?

One answer could be that it is a company that has incorporated an interactive model of innovation and can be characterised by the following features  

一种答案可能是，这是一家融入了互动创新模式的公司，可以通过以下特征来描述它

 

Investment and Growth Orientation

投资与增长导向

Not all companies’ priority is for growth,often family run companies want to stay the same size, thus remaining manageable without external intervention

并非所有公司的首要任务都是增长，家族企业往往希望保持规模不变，从而在不受外部干预的情况下保持可控

Innovative companies are those that wish to grow their business.

创新型公司是那些希望发展业务的公司。

This is a long-term process, and investment is required.Companies show this R&D investment in their company reports

这是一个长期的过程，需要投资。公司会在公司报告中显示这种研发投资

Vigilance

警惕性

It is vital to be aware of what markets and competitors are doing

了解市场和竞争对手在做什么是至关重要的

Often carried out by marketing team, but should be encouraged in all departments at all levels

经常由营销团队开展，但应在各级各部门得到鼓励

Commitment to Technology

致力于技术

There is not always an immediate return on investment.Long-term commitment is needed, and appropriate resources must be financed

投资并不总是能立即获得回报。需要长期的承诺，必须提供适当的资源

Creativity is only seen in a climate of commitment to innovation,so companies need to employ and retain innovative staff

创造力只存在于致力于创新的环境中，因此企业需要雇佣和留住具有创新精神的员工

Acceptance of Risks

承担风险

Not all investment in innovation will be realised in turnover or profit.Not all inventions will become innovations.

并非所有的创新投资都将以营业额或利润的形式实现。并非所有的发明都会变成创新。

Risk assessment strategies and balanced product portfolios are crucial to success.The business strategy must consider risk and commitment

风险评估策略和平衡的产品组合是成功的关键。业务战略必须考虑风险和承诺

Cross-Functional Cooperation

跨职能的合作

Reduction/removal of inter-departmental conflict

减少/消除部门间的冲突

Receptivity

接受能力

The ability to accept technologies from outside of the company and use them to create new innovations

接受公司外部技术并利用它们进行创新的能力

It is very difficult to create everything ‘in-house’        “闭门造车”创造所有内容非常困难。

Strength to identify areas of focus        找出重点领域的优势

Slack

（适度的）松弛

Allowing individuals time to think and investigate new technologies etc.

让个人有时间思考和研究新技术等。

Some flexibility on milestones        阶段目标（里程碑）上的一些灵活性

Encouragement for group discussions, attending conferences etc.

鼓励小组讨论，参加会议等。

Adaptability

适应能力

Ability for companies to adapt as required        具备适应公司需要的能力

Need to encourage a climate that accepts change        需要鼓励一种能够接受变化的氛围

Diverse Range of Skills

技能多样化

Ensuring that a company has a work force with a diverse range of skills,it's important to have employees with the appropriate industry knowledge

为了确保公司拥有一支具有多种技能的员工队伍，拥有具有适当行业知识的员工是很重要的

Strong overall team with the correct mix of skills and experience

强大的整体团队，技能和经验的正确组合