Innovation is the unique cognitive and practical ability of human beings. It is an advanced expression of human subjective initiative and an inexhaustible driving force to promote national progress and social development. The following is what I have compiled about what innovation is. I hope everyone Like!
The definition of innovation
Innovation refers to using existing knowledge and materials as a guide to propose insights that are different from conventional or ordinary people's thinking, and to In a specific environment, the behavior of improving or creating new things, methods, elements, paths, and environments based on ideal needs or to meet social needs, and can obtain certain beneficial effects.
Philosophical points of innovation
Material development. Material form is a concrete contradiction for us. The universe we know and the universe of philosophy represent two different meanings in philosophy: the category of practice and the category of consciousness. Innovation is the creation of new things in the field of practice. Any finite existence can be infinitely recreated.
Contradiction is the core of innovation. Contradiction is the unity of substance's essence and form. The concrete existence of matter is contradictory to existence itself.
People are the result of self-innovation. Man's innovation creates man's negative development towards nature. This is the basic path for people to transcend nature and achieve self-consciousness. Human's inner consciousness and outer spontaneity constitute the difference between inner necessity and outer necessity. Innovation is the self-negative development of human beings!
Innovation is the basic path of human self-development. The behaviors of innovation and accumulation constitute a contradictory development process. Innovation is the negation of repetitive and simple methods and the transcendence of human practice. New ways of creation create new selves!
Epistemology believes that innovation is the development of self-awareness. The development of self-awareness is a contradictory aspect of self-existence, and its development will inevitably promote the development of self-behavior and the growth of self-life.
From a cognitive perspective, it means observing and thinking about the world more broadly and deeply; from a practical perspective, it means being able to incorporate this understanding into specific practical activities as a daily habit. Innovation is limitless.
From the perspective of dialectics, it includes two aspects: affirmation and negation, and thus includes the negation of affirmation and the affirmation of negation. The former is a temporary process from identification to criticism, while the latter is an eternal stage of self-criticism. So from this perspective, innovation is a kind of "doubt", which is never-ending.
Principles of Innovation
When the market develops to a certain extent, capital becomes more and more concentrated, and competition will inevitably become more and more brutal. Especially in China, where consumption growth is slower than investment growth, there will inevitably be The era of overproduction has arrived early. The so-called "Red Ocean" strategy describes the corporate strategy of competing in this environment. One of its main features is "bloody". The concentration of capital has led to less and less differentiation in product technology competition, and marketing innovation has become a life-saving straw for many companies. In the past few years, it can be said that marketing innovation of domestic enterprises has made great progress: channel innovation, concept marketing, etc. are all refreshing, but these innovations, which condense the efforts of many marketers, are like pop music, coming quickly , and went quickly. For example, three companies that became popular overnight due to their innovation in channel marketing only lasted for a few years, and finally failed due to their own marketing thinking, as well as Qinchi, Aiduo, etc. who were once popular. This phenomenon has plunged the marketing industry into a dilemma. In this delusion: What exactly causes the short life of marketing innovation?
In fact, if we deeply understand marketing innovation and regard marketing innovation as a strategy rather than a tactic or a bailout, we will find that : Marketing innovation can actually last forever like classic songs.
One of the principles of marketing innovation
Never abandon the foundation of innovation: product.
In real life, many people seem to be very advanced in their thinking. When it comes to marketing, they will inevitably spout a lot of avant-garde-sounding theories, which makes people confused and awe-inspiring. Some people even betray the so-called? Ideas have become great marketers, but once put into practice, these theories and "ideas" are like packaged pop songs. Even if they become famous, how long will they last? I do not deny that the role of avant-garde theories and "ideas" is key. It is our marketers who should always maintain a clear consciousness in the face of these dizzying colors: Which century-old company has been developing based on temporary avant-garde theories and ideas? The long-term development of multinational companies such as Coca-Cola and Procter & Gamble. One secret to its continued success is to always regard whether the product can meet the requirements of consumers as the supreme magic weapon of marketing. When other companies are hyping the concept, these excellent companies always insist that excellent products are the best marketing. Make your own philosophy. Only marketing that innovates on the basis of products can always maintain vitality and continue to innovate.
The second principle of marketing innovation
Channels. Whether it is the popular theory of terminal victory or the theory of wholesale shrinkage, corporate marketing must not be without channels. Channels are an inexhaustible source of corporate marketing innovation. In real life, we often see many companies achieve marketing innovation through channel changes, and achieve unprecedented success. For example, a well-known domestic motorcycle company started working on channel reform as the basis for marketing innovation in the early 1990s when other companies were busy reaping the benefits of the seller's market. In the mid-1990s, The domestic motorcycle industry moved towards a buyer's market, and when supply exceeded demand, this manufacturer's marketing innovation played a huge role. Especially when the Shanghai moped market was opened in 1995, the company received information in advance through its complete channels and quickly developed. The car was quickly sold in Shanghai through channels. When the company was making great profits, other companies hurriedly followed suit.
The third principle of marketing innovation
Don’t use marketing as a tactic for companies to overcome difficulties. Marketing innovation must be elevated to a strategic level. Why do many foreign experts comment that China's national enterprises cannot take on major responsibilities in the end? In addition to the overall corporate strategy, there is a lack of marketing innovation strategy. Experts watch the market, while laymen watch the excitement. Although many domestic companies have done tangible things in marketing, if you take a closer look, basically few of them can stick to their own marketing innovations and carry them forward. Once the head of marketing is replaced, the company's marketing innovation will change its thinking, and it is the company that will suffer in the end. If our company can regard corporate marketing innovation as a strategy, this embarrassing situation will not occur, and the company will not change its ideas because of changing people.
The fourth principle of marketing innovation
Service is a winning weapon that others can never copy. When Haier announced its service marketing strategy, many companies followed up on it. The two cases that had the most profound impact on me were. The first was Meiling in the home appliance industry. When service personnel went to the user's home to provide services, they had to carry a red carpet with them. , to avoid soiling the user's floor. This was the sensational red carpet service, but due to various reasons, it disappeared soon; there is also a motorcycle company Chunlan, which once used an airplane to airlift an engine to Anhui, but it also There is no further text. Haier has always regarded service innovation as its own marketing strategy. No matter what others say about the quality of Haier's products, Haier's marketing strategy is successful based on its service characteristics. At least among domestic enterprises, it has not yet A company's ability to implement its marketing innovation to a strategic level and so thoroughly is one of the basic factors for Haier's success.
Innovative methods
Innovative methods have always been valued by countries around the world. They are called creativity engineering in the United States, invention techniques in Japan, and creativity in Russia. Technique or expert technique. Chinese scholars believe that innovative methods are a general term for scientific thinking, scientific methods and scientific tools.
Among them, scientific thinking is the starting point of all scientific research and technological development, always runs through the entire process of scientific research and technological development, and is a prerequisite for breakthrough and revolutionary progress in science and technology. Scientific method is the innovative thinking, innovation rules and innovation mechanism for people to carry out innovative activities. It is an important foundation for realizing leap-forward development of science and technology and improving independent innovation capabilities. Scientific tools are necessary means and media for conducting scientific research and achieving innovation, and are the most important scientific and technological resources. It can be seen that innovation methods include both methods to achieve technological innovation and methods to achieve management innovation. In June 2007, three senior academicians from Mainland China, Wang Daheng, Liu Dongsheng and Ye Duzheng, put forward the "Recommendations on Strengthening my country's Innovation Method Work", and national leaders gave important instructions on this. Afterwards, the Ministry of Science and Technology, together with the National Development and Reform Commission, the Ministry of Finance, the Ministry of Education and the China Association for Science and Technology, jointly launched the work on innovative methods. In the past five years, 24 provinces and cities across the country have carried out innovative method work, and more than 100,000 people have participated in innovative method training.
Innovation methods include trial and error method, Six Thinking Hats method, brainstorming method, Six Sigma, etc. TRIZ is the abbreviation of the Russian теории решения изобретательских задач Latin translation Teoriya Resheniya Izobreatatelskikh Zadatch. Its full English name is Theory of the Solution of Inventive Problems. It is literally translated as "Cuizhi" in our country, and its free translation is the Theory of Inventive Problem Solving. This method originated from the former Soviet Union and was summarized and first proposed in 1946 by the famous educator and inventor Genrich Altshuller and his team on the basis of analyzing patents. Because of its huge role in different technical fields, TRIZ theory became the top state secret of the former Soviet Union and was hailed by Western countries as the "magical Midas Touch". After the disintegration of the former Soviet Union, TRIZ theory spread to European and American countries, Japan and South Korea, and has been further developed, gradually becoming a magic weapon for countries to achieve innovation.
The reason why TRIZ theory is respected by countries around the world is that it is derived from the practice of predecessors. It starts from dialectical materialism, applies the perspective of evolution, and condenses millions of excellent patents from all over the world. It reveals the inherent laws of innovation issues and thus forms a set of powerful technological innovation theories, methods and tools. TRIZ theory has tools such as 4 major separation methods, 8 major evolutionary laws, 40 invention principles, 76 standard solutions and 101 scientific effect libraries, and has analysis methods such as contradiction analysis method, physical field analysis method, HOW TO model and functional analysis method. Model. Among them, the thinking method and problem analysis method of TRIZ theory can effectively break the inertia of thinking, free people from traditional thinking, look at problems from a broader perspective, and quickly discover the essence of the problem; the ultimate ideal solution points out how to solve the problem The goal is to clarify the direction of solving the problem, thereby effectively avoiding blindness; the system evolution law can help people understand the evolution rules of technical systems and predict the future of products and services; the analysis model can help people correctly define the contradictions of the problem and sort them out in detail The process and reasons for the conflict to ensure effective and thorough resolution of the problem. In addition, TRIZ theory can also be used in conjunction with other excellent innovation methods such as Six Sigma, brainstorming, fuzzy front-end technology, quality function deployment and other methods or theories. The TRIZ theory itself is also being further developed and improved. It is mainly used in the field of engineering technology, but it is also developing and penetrating into the field of social sciences. The laws revealed and the tools provided by TRIZ theory have certain universality. People in any industry will benefit a lot after learning TRIZ theory.
The importance of innovation
An enterprise without innovation is a hopeless enterprise. The importance of pioneering and innovative is reflected in two aspects:
1. High quality and efficiency Need for innovation
(1) Competing for excellence in service requires innovation
(2) Profit increase depends on innovation
(3) Promising benefits require innovation
2. Career development relies on pioneering and innovation
(1) Innovation is a huge driving force for rapid and healthy development of a career
(2) Innovation is the most important factor for winning career competition. The best means
(3) Innovation is the key factor for personal career success