Product innovation strategy:
1, preemptive strategy
It means to develop and put into the market before other enterprises have developed, or have not developed successfully, or have not put into the market after development, so that the new products of enterprises are in a leading position. Enterprises that dare to take the preemptive strategy should generally have strong research and development capabilities, sufficient funds, material resources and manpower, and be brave enough to take greater risks.
Step 2 keep up with the strategy
When enterprises find that there are competitive new products on the market, or find the best-selling products that have just been put on the market, they lose no time to imitate and quickly put the copied products on the market. Enterprises adopting this strategy should be able to quickly collect, process and respond to market information, with strong adaptability and certain research and development capabilities; The second is to have an efficient new product research and development institution. The adoption of the follow-up strategy is also limited by the protection of patented technology and intellectual property rights, and its applicable objects and time are limited.
3, the lowest cost strategy
It means to reduce the sales price, win users and expand the market share of products by reducing the cost of products. The main way to reduce product cost is to tap the potential in manufacturing methods, raw material utilization and production organization.
4, expand product function strategy
This strategy is based on the original product, giving it new functions and new uses, so that the old product will continue to be welcomed by consumers.
5. Integrated service strategy
Implement more comprehensive and thoughtful sales services, gain the trust of users, and achieve the purpose of improving market competitiveness. Comprehensive service includes several links. First, pre-sales work, including advertising, technical training, allowing trials, etc. ; Second, sales work, including checking product quality, supporting spare parts, packaging and delivery, and paying by installments when necessary; The third is after-sales work, including installation and debugging, guiding operation or use, on-site maintenance, providing accessories, telephone consultation and so on.
6, mining user demand strategy
User needs can be divided into current needs and potential needs. Generally speaking, product innovation is to develop products that can meet the current needs of users. But far-sighted entrepreneurs should also pay attention to capture and tap the potential market demand, develop new products and guide new consumer demand.
7. Risk reduction strategy
According to the different measures or means adopted to reduce risks, risk reduction strategies can be divided into the following categories.
① Risk transfer strategy. In order to transfer some risks of new product development, two specific measures can often be taken: one is to sign a supply contract with users before the new product is put into production to reduce the risks borne by enterprises due to poor market sales; Second, on the basis of the cost of developing and producing new products, increase a certain proportion as the sales price, so that the cost of product innovation for enterprises is borne by users.
② Strategies to reduce investment risks. That is, make full use of the existing equipment and technical strength of enterprises to reduce the risk of equipment investment and product innovation investment.
③ Strategies to reduce resource input. It refers to some experiments and trial production of product innovation, which are carried out by other units or entrusted to other units to minimize the resources invested in product innovation.
④ Explore risk strategies. Refers to the introduction of new products from other countries, regions or enterprises, but the use of the company's factory name, trademark and sales channels to test market demand. If necessary, we will put into mass production to reduce blindness.
8. Joint strategy: The combination of production enterprises and scientific research and design units, or the combination and cooperation of enterprises in the same industry or enterprises in different industries can give full play to their respective advantages, speed up the process of new product development and improve the level of innovation.
Methods of product innovation:
1, brainstorming method
Brainstorming, also known as collective creative thinking, is essentially a special form of group meeting, in which ideas and suggestions are widely collected, then fully discussed, encouraged to put forward ideas, and finally analyzed and studied and made decisions.
2. Reverse thinking method
Reverse thinking method is also called breaking method or anti-brainstorming method. Its starting point is that no product can be perfect, there will always be defects, which can be improved and innovative ideas can be put forward. The key to the reverse thinking method is to have a spirit of "finding fault" and be good at discovering the problems of existing products.
3. Scientific creative methods
Scientific creation method is also called comprehensive photography method. Comprehensive photography is an innovative method to stimulate creativity by using irrational factors to hold a special meeting. The basic feature of comprehensive photography is that in order to broaden our thinking and get innovative ideas, we have to go through a process of "changing strangeness into familiarity" and then "changing familiarity into strangeness", that is, putting the original problems aside for a while and getting inspiration through analogy exploration.
4. Gordon method
Gordon method is also called teaching brainstorming method. Its characteristics are that participants are not allowed to discuss the problem itself directly, but only part or one side of the problem; Or discuss a problem similar to the problem; Or use the "abstract ladder" to abstract the questions and ask the participants questions. The moderator analyzes and studies the ideas put forward and guides the participants step by step to the problem itself.
5. Inspection method
Inspection method is also called checklist method or question list method. The so-called list refers to a systematic list of questions designed to accurately grasp the goal and direction of innovation, which can not only open up ideas, stimulate imagination, but also avoid general random thinking. Osborne designed a list suitable for new product development, which is called "Osborne's 6M Rule".
6, attribute enumeration method
Attribute enumeration method, also known as distribution change method, is especially suitable for upgrading old products. Its characteristic is to list the characteristics of a product, make a table, and then make a table to improve these characteristics. Its characteristic is that it can ensure a comprehensive analysis and research on all aspects of the problem.
7, bionics method
Bionics is an innovative technology to solve some technical problems by imitating the shape, structure, function, mechanism, energy and information system of some organisms.
8. Morphological analysis method
Morphological analysis is also called morphological grid method. It studies how to list all the aspects, factors and characteristics involved in the problem in detail as much as possible, or to establish a system structure to link different factors and find innovative solutions to the problem. Morphological analysis believes that innovation is not all new things, but may be an innovative combination of old things. Therefore, if the problems can be systematically analyzed and combined, the possibility of successful innovation can be greatly improved.