(A) independent innovation
Independent innovation is the invention of new products or the improvement of old products by the R&D department of the enterprise itself. Many large enterprises have their own scientific research departments, engaged in basic research and application development of related products, and can actively participate in the new market trends. Among all kinds of commodity manufacturers in the world, Procter & Gamble is second to none in product research and development. The company invests 65.438+0.7 billion dollars every year, and has more than 8,300 scientists, including 2,000 researchers with doctoral degrees. In the global 654.38+08 large-scale research center, he specializes in basic research, product development, process design, engineering and equipment development, and applies for more than 20,000 patents every year on average. After entering China, P&G cooperated with Tsinghua University to set up a large-scale technical research center in Beijing in April, 1998, which specializes in researching products suitable for China market. Nokia always believes that the only way to survive in the fierce market competition in the high-tech field is to stay ahead of others forever. To this end, the company took the lead in breaking the industry rules of releasing a new product every two years, and replaced it with a new variety on average for more than one month.
While optimizing the basic functions, its series of mobile phones continue to innovate from small places, filling one market gap after another and always doing better than competitors. Therefore, a wave of mobile phone sales boom has been set off, taking the lead in market competition. Nokia is like a genius creator, always full of energy and innovation. Its technology and products represent innovation and the future, leading the trend of the whole industry. For example, its enhanced speech encoder for improving speech quality has been adopted by GSM mobile communication industry and has become the industry standard; Mobile phone has built-in infrared device, which can complete the contact between mobile phone and fax machine, computer and other equipment without connection; Nokia actively participates in the research and development of the third generation wireless communication technology and plays an important role in the formulation of the third generation wireless communication technical specifications. Nokia has reached an agreement with DoCoMo of Japan to develop the third generation wireless communication terminal products, and successfully conducted the first WCD-MA (Broadband CDMA, the third generation mobile communication standard) terminal call test.
(2) Reverse development
Reverse development is also a form of internal development, also known as technical cracking, which means that enterprises crack their manufacturing processes and technical formulas by studying the performance and structure of other companies' products in order to imitate and improve them. It is called reverse development because normal product innovation is to transform new formulas and new processes into new products, while technical cracking is the opposite-to explore the technical components contained in existing products. Technical cracking involves business ethics and legal issues, but it is still regarded as competition among enterprises outside the market.
(3) Entrust innovation
Entrust innovation means that an enterprise entrusts the development of new products to people or institutions outside the enterprise in the form of contracts. Industry-University-Research combination is a scientific and technological innovation mode strongly advocated by the state. Many enterprises entrust a new product project or topic to universities or specialized scientific research institutions for research and development. In recent years, a large number of powerful Chinese medicine enterprises have emerged in Heilongjiang Province, which is directly related to the fact that enterprises in Heilongjiang Province actively entrust universities and scientific research institutions to innovate. Ganpikang, Paishi Decoction, Qianliebitong, Qi Zhen Jiangtang Capsule, Cidan Granule, Naoyao Buccal Tablets, etc. Is it a new drug successfully developed by Zhonglong Pharmaceutical Group, Wang Di Pharmaceutical, Jiren Pharmaceutical, Tang Shiyi Pharmaceutical, Ge Wei Pharmaceutical and Kangning Pharmaceutical? For those small and medium-sized enterprises with insufficient internal researchers, weak research foundation or poor resource capacity, entrusted innovation is the best way to develop new products.
Joint innovation
Joint innovation refers to the combination of resources such as capital and technical strength between enterprises to overcome technical difficulties and share R&D achievements. For large-scale R&D projects, joint innovation can solve technological breakthroughs that a single enterprise cannot achieve. It is reported that more than 10 Japanese companies, including Sony and NEC, will set up an association to jointly develop a new generation of semiconductor chip production equipment with a total investment of 20 billion yen. The goal is to launch the new equipment jointly developed in 2003. This move aims to compete with American and European companies that are at the forefront in developing chip production equipment, such as Intel, IBM and Infineon Technology of Germany. Japanese companies hope to take the largest share in the global advanced chip production equipment market of $25 billion through joint efforts. (2) In order to improve the R&D capability of domestic information application products and cope with international competition, China's information industry, including scientific research institutes and computer, information service, communication, network, household appliances, microelectronics and software enterprises, began to unite, and in June 2003, * * * established the Digital (3C products) Industry Alliance of China Information Industry Trade Association, and related manufacturers such as hardware and software carried out according to different products. In this way, domestic manufacturers can avoid going it alone in the market and realize the complementary advantages of "Industry-University-Research". External acquisition means that an enterprise directly obtains the right to use a new technology or new process or the right to produce and sell a new product from outside the enterprise, without having to conduct research and development on its own. There are three forms:
(A) the introduction of innovation
Innovation introduction refers to the production and sales right of enterprises to directly purchase new technologies or new products. China advocates the principle of "one learning can be used for two purposes, three changes and four innovations" in technology introduction, that is, on the basis of learning and application, the imported technology is transformed to make it more suitable for domestic production and market conditions, and after accumulating enough technical experience, technology and product innovation can be realized and independent intellectual property rights can be created. In view of modern people's mentality of emphasizing individuality, pursuing innovation and change, Oudian enterprises decided in the spring of 2003 to introduce colored laminate flooring, which has been popular in Germany, Spain, Denmark, Sweden and other western and northern Europe, into the domestic market. First of all, this kind of floor has more than a dozen fashionable colors, so consumers can choose one color or use multiple colors to "combine dishes"; Secondly, this kind of products can enhance their stability and reduce noise decibels by locking; Thirdly, this kind of floor base material has high density, which can effectively adapt to geothermal heating system, not only ensures heat dissipation, but also does not crack or deform at high temperature. The water absorption expansion rate is only 2%, and the formaldehyde emission is extremely low. It is not difficult to imagine that the launch of this new product immediately won the market's welcome.
(2) M&A.
M&A refers to the acquisition or merger of other companies' equity, so as to acquire the possession, use or control of the company's new technologies and products. When Procter & Gamble entered other countries' markets, except for newly established enterprises in a few countries, most of them adopted the way of acquisition and merger. In 1970s, after entering Canada, Britain, the Philippines and Saudi Arabia, P&G acquired Sun House Company of Japan, established P&G Sun Company, and began to produce and sell P&G products in Japan. In 1980s, a joint venture company was established in China, and refillable liquid cleaning products were introduced in Germany. In 1990s, it acquired RAKONA Company of Czechoslovakia and quickly spread to Hungary, Poland and Russia. Entering Mexico in the late 1990s promoted the American market. In terms of diversification, P&G 1982 acquired Norwich Dun Pharmaceutical Company and entered the over-the-counter and prescription drug market and health care field; 1987 acquisition of Blendax series production lines; 1989 acquired Noxell and its famous cosmetics brand Clarion products, thus entering the cosmetics and perfume market; 1990 acquired Shulton product line to expand the personal care market for men; 199 1 Acquisition of famous cosmetics brands MaxFactor and Beatrice to further expand their international cosmetics market; 1996 acquired the famous American brand BabyFresh, which consolidated its position in the baby cleaning products market; 1997 acquired Tambrands company to expand its global business in the field of women's cleaning products. Japan's Mitsubishi Chemical Company acquired Wobottim Company, the largest media product manufacturer in the United States, and made use of its technological advantages to launch the fourth generation of storable DVD in early 2003.
(3) Authorization and permission
Authorization means that an enterprise obtains the license to produce and sell a certain product from other enterprises, and does not involve the change of technical ownership. The license agreement usually stipulates the scope and duration of the license, in addition, the licensor still has the right to issue the same license to other enterprises. The advantage of external acquisition strategy is that enterprises don't have to spend huge sums of money to develop new products, save R&D funds and win time to participate in new markets quickly. Secondly, the failure rate of new product development is very high, and many new product concepts are rejected in the laboratory stage. This strategy can avoid the risk of new product development. Thirdly, by merging similar enterprises in the target market, enterprises can turn their competitors into their own strength, thus maintaining the market share of enterprises. However, enterprises must always pay attention to the development of science and technology in order to understand the latest international level of scientific and technological development.