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Core "second five" development plan is to accelerate the transformation of economic development as the main line, adhere to the strategic adjustment of economic structure, accelerate the transformation of economic development as the main direction, adhere to accelerate the transformation of economic development as an important scientific and technological progress and innovation as support. Obviously technological innovation will become the mainstream during the second five, as a business manager, how to use technological innovation to help enterprises in the fierce market competition for product differentiation competitive advantage is the problem.
Technological innovation and marketing is what kind of relationship, in theory, companies should build in order to meet customer demand-oriented R & D and innovation system, developed to meet customer demand differentiated products. How innovative differentiated products, and can be expanded from three levels of corporate strategy, brand strategy and marketing strategy. In the three levels of technological innovation, and create the role and the way the market competitiveness of different products vary, but also the role of primary and secondary mixed.In order to better enable the reader a more complete understanding of the system, the role of the author from the three aspects of technological innovation in terms of product differentiation to summarize and analyze, in order to help the reader understand the relationship between technological innovation and marketing, the better the innovative use of technology to combat go.
First, the technical innovation in the use of strategic level
Product differentiation is to use the highest level of technological innovation at the strategic level of the integrated use at the strategic level, it will make the company competitive product differentiation from the strategic level, and this difference is more difficult to imitate competitive advantage and beyond. Technological innovation at the strategic level, more subject to the company's development strategy, which is to have the company's development strategy, and then there is technological innovation product differentiation, of course, has a new technology for innovative new companies, but also may have mastered around new technological innovation to develop the company's development strategy, the new technology innovation and development strategy to match.
Technology companies to develop innovative applications of strategic level is mainly reflected in four aspects.
First, the leading industry in the future
Liu was in a summary of the three stages of business seminars Zhongguancun international development, one product sales success internationally peer recognition; the second is the internal management of high level international peer recognition; Third, enterprises can know the future trend. This trend is the internationalization of enterprises greatest competitive advantage, because of their depth grasp of consumer demand, the ability to have endowments in technology research and development, to lead the future development of the industry through technological innovation.
Leading the industry in technological innovation, only based on the needs of the business-oriented research and development has lagged behind the competition in the market. Japanese enterprises through technology development in the past, after the introduction of technology-leading patented differentiated products can not meet the needs of market competition. Such as Apple products through control of the whole R & D in the world to achieve simultaneous development machine and parts,The introduction of relevant strategic partners to achieve technology sharing, so through system integrators worldwide access to technology-related capacity, as technological innovation and effective way to achieve leading industry trends, which is the path of Samsung technological innovation, is the secret of Samsung beyond the Japanese companies, the future maybe Samsung mimic Apple and beyond Apple's path.
Second, innovative business models
When the business model to today no precise definition, but the business model has become a new way to produce alienation competition. I believe that the business model is mainly composed of profit model, product model, business model, business model, management model, in essence, is built around the product model innovation, creating a new business model, revenue model for enterprises to create more differentiation and competitiveness. In the business model, innovation is the key product sectors product innovation, product innovation by providing support for business model innovation.
In the Internet industry, Tencent's business model has created ultra-high viscosity and super user barriers to competition and give it tremendous flow, has become the Internet industry benchmark companies. With Tencent are viscous and flows toward the three directions of community news portals, online games and C2C e-commerce penetration, and strive to become China's largest "online life" service providers, in order to better create "online life" service provider business mode, Tencent has initially developed by industry to communicate, portals, business, search, and pay for five Internet business, while the QQ Show, online games, QQ space, QQ and many other pet products profitable way of research and innovation, and success .QQ new product innovation is also admirable, relying on QQ in this platform for new business may be extended, to take striking strategy, set up a special project team to track, through technological innovation, to provide consumers with competition from other products, so that each product can be successful, eventually QQ has become a "Chinese web2.0 leader.
While the business model innovation can profit model innovation, business model, business model, but no technological innovation business model essentially is easily copied and imitated business model.
Third, create a complete industrial chain
Product differentiation competition, the need for a strong ability to support the industry chain, technological innovation capability to be able to support the whole industry chain layout, both have outstanding ability, a part of the problem in all aspects of the whole industry chain, it will lead to serious consequences .
China is a huge market of railway transport, the EMU does not appear before the internal combustion engine products dominate the rail transport market, but the core technology of high-speed rail has been mastered by Germany and Japan and a few other countries. In order to enter the high-speed rail market, developed in line with the high-speed train China's actual needs, the Chinese high-speed train development team who, through the introduction of products and technology, one by one to overcome the technical barriers and through innovation, lower cost mastered the EMU total into, body, bogie, traction,Traction control, traction transformers, traction motors nine key technologies, the train network control and braking systems and 10 major supporting technology, to carry out further research, testing, validation, independent pre-design, engineering consulting, technology and equipment innovation and systems integration research breakthroughs, and finally to China Railway High-speed rail has a complete and operating systems. It is precisely because of the whole railway technology innovation of the whole industry chain layout, which makes the Chinese people can get on the Chinese EMU.
Although this year there was a high-speed rail accidents, but accidents just proved itself to high-tech innovation-led product differentiation, but also need the whole industry chain in all aspects of operations to ensure their effectiveness.
Fourth, breakthroughs in core technologies
Companies sometimes have to know what are the clear product differentiation conducive to the development of the enterprise, but product differentiation innovation are sometimes subject to certain key technologies are not only a breakthrough, this is the Chinese enterprises in technological innovation widespread troubles.
TV industry in China is China's typical low-end chain, do not grasp the core technology for the product, the product is still in the assembly stage. The key aspects of the TV industry chain in the LCD panel, controlled by Japan and South Korea, at the cost of the LCD panel LCD TVs accounted for 64% of TV chips and electronic systems and only 18%, housing and institutional components accounted for 9%, assembly and maintenance costs accounted for 9%. So in terms of the cost structure of LCD TV panels and chips account for more than eighty percent of the total cost, is the core part,The LCD panel product quality directly visual effects and product quality, and because control of the LCD panel business more cost competitive, but also help enterprises provide price alienation produced products. So the LCD panel is a key technology and links LCD TV.
Samsung has become the leader of Japanese products beyond LCD TV, lies in its grasp the LCD panel technology, for which accounted for 8% of sales of Samsung's R & D investment, the Group had 14 000 R & D personnel, technical personnel accounting for the proportion of all staff 30%. Due to the direct control of the core technology of Samsung and has a cost advantage to be able to develop all kinds of alienation produced products to meet the different needs of consumers and make similar products have price advantage.
The key technology companies often makes it difficult to break through a lot of good product differentiation program flow in the fantasy.
Second, the technical innovation in the use of the brand level
Some people describe the product to do is to take the stairs, take the elevator to make the brand is, the importance of brand visibility. Brand management is the key brand positioning, brand positioning around how to provide differentiated products, and targeted technical innovation is the core of the use of the brand level.
First, the same brand positioning technical support capabilities
Use of the product, price, quality similar brand positioning to become the best choice for segmentation of similar products.
In the automotive industry, working in brand management, product forms, information and acts constitute the four steps of brand management, product performance in the form of a summary of the key product features and refining. Such as Mercedes-Benz, BMW are high-end passenger cars, with a similar product positioning, sit-Benz, drive a BMW, Volvo is the safest of their respective brand positioning, but also their product features.Product technology innovation capability is the key to brand identity support. BMW's brand positioning is open - the best driving pleasure, in order to reflect the driving pleasure, BMW's power system is the best, but also focus on technological innovation, of course, is a former BMW engine plant also has a relationship. BMW 750Li is equipped with twin-turbo V8 is similar products in the most efficient engine, the BMW 535i GT is equipped with the world's first gasoline engine is equipped with a single twin-scroll turbocharging system, High Precision direct fuel injection system,And with BMW 550i GT V8 twin turbo engine equipped with high precision direct injection system, also has the same efficiency is the highest level of the engine. It is due to BMW for power system technology innovation ability to support BMW driving pleasure, embodies the open product characteristics and product differentiation strategy of BMW.
Product characteristics summarizes is marketing planning work, but the characteristics of the product is behind the ability of technology innovation support.
Second, change the brand positioning technology supporting capacity
Change the original brand positioning, especially the transformation from low-end to high-end brand positioning, in addition to marketing staff planning, support this shift is that the technology innovation ability.
As the leader of FOTILE kitchen appliances brand, its brand positioning a gradual transition from end to high-end, through technical research and innovation, positioning and supporting their "China high-end kitchen electric expert and leader". FOTILE insists that each of not less than 5% of the cost of investment in R & D sales, far higher than the industry average of 2%, have 20 a number of invention patents and other 300 patents, has the world's largest and most advanced facilities in the kitchen electricity Laboratory (including electrical and gas two national laboratory). In product technological innovation, FOTILE fist products oil absorbing machine breakthrough "high Xiaojing suck", through the "static flow arc double wind machine, the deepest smoke chamber design, high efficiency of smooth network, and noise reduction" change R tongue "four core technology, in the range hood air lock give full play to the role of oil smoke 15m3/min at the same time can, noise from the provisions of the relevant standards in China shall not be greater than 70 dB to 48 DB minimum of industry. Energy saving products "multi jet gas stoves, the combustion efficiency is more than 20% higher than ordinary gas stove, carbon monoxide emissions reduced by 40%. Tipping bucket water-saving device to replace the traditional siphon toilet bent structure, test data show that, for the average family, using the toilet every year will be 30 tons of water. In the design of innovation, FOTILE kitchen products emphasize embedded, will smoke machine, cooker, disinfection cabinet, oven, microwave oven, steamer and other kitchen products sets and series, and in the design of a look that is a complete set of, also can make the kitchen more beautiful, to give consumers more value extension.
Three, the marketing level
The technical innovation and marketing marketing strategy combination more closely, the purpose is to directly meet the needs of consumers. Technology innovation of marketing based on the level of technological innovation, the possibility of success after being copied higher, but the short-term effect is more obvious, technology innovation difficulty also relatively low.
First, the response speed of technological innovation in consumer demand
The essence of product differentiation is to meet consumer demand, some product differentiation in the technology innovation level is not complex, difficulty is low, but for higher requirements of speed, who can be the first time to meet the demand of the consumers, who have the ability to provide consumers with the first differentiated products.
Technology innovation Haier product differentiation is obtained based on a lot of speed. To the countryside in 2009, home appliance, Haier refrigerator in order to adapt to the rural market is often the situation of power, in a short span of one month was developed to keep food in refrigerator preservation in power for two days in the case, continuous technological innovation makes Haier home appliances to the countryside occupy all home appliance brand to the countryside to the top position. Similarly, in the transformation of the Shanghai sub time meter, the evening with the price is greatly reduced, as part of the market chain, Haier East Division will soon this information order to headquarters, and suggest the development of a series of "points" of home appliances, group design, materials, production and other departments closely interlocked with one another, from the information to market timing of home appliances, Haier only after a week's time, visible the speed of technological innovation will become the advantages of technological innovation.
Second, to meet consumer demand cognitive technology innovation
Based on consumer technology innovation based on the existing product awareness is best improved the defects of existing products, as the blood for blood Er hearts K fast but not lasting, puts forward the blood quickly and hold the blood products.
Product differentiation is the most important strategic weapons Kangshifu, Kangshifu each of the products listed, almost all have strong planning power behind the support, and are in the full research target competitors began to R & D and production characteristics. Kangshifu pastry listed flagship is the category is the sandwich biscuit, then on the market best-selling high-end products with Nabisco Oreo, Danone Prince sandwich, and domestic garden biscuit etc.. The main flavor sandwich biscuit products are from the sandwich in the filling, then on the market all the cookies are two pieces of biscuit sandwiching a layer of stuffing. In view of these competitors, after full investigation, Kangshifu cake industry launched its flagship product "3+2" cream soda sandwich, created 3 pieces of biscuit clip two block cream filling products, and give its named "3+2", meaning 3 folder 2. This creative products, bold breakthrough the traditional biscuits are two pieces of biscuit sandwiching a layer of filling approach, make a biscuit was up to 5 layers, so eat stuffing flavor more foot, coupled with the "overlapping layers of delicious crisp" language of the advertisement publicity, the "3+2" biscuit a push to the city. That is very popular with consumers. This successful product planning is the biscuit industry classic, after several years of market cultivation, Kangshifu launched cream, lemon, vanilla, blueberries and other flavors of "3+2" products,
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