论企业技术研发与产品创新的战略转型

On Strategic Transformation in Corporate Technology R&D and Product Innovation

技术研发和产品创新是我国企业创新管理中的薄弱环节,其中较为常见的是过早定位市场需求和产品功能,结果束缚企业的创新思路,排斥创新机遇,导致创新项目半途而废。如果企业技术研发和产品创新项目面临技术突破难以把握、创新产品性价比短期内难以匹敌老产品、产品创新面临激烈竞争等不利条件,就应放弃产品定位战略,积极转型到产品平台战略,以便拓宽创新思路,扩大创新机遇,促进企业破坏性原创产品、高端产品和低端产品的开发。为此,管理者需要充分认识产品定位战略的劣势、产品平台战略的优势以及产品平台战略的应用方向,这样才有利于拓展技术研发和产品创新的崭新思路。该技术研发和产品创新的战略转型已在发达国家企业中展开实践,由此证明了它的有效性。

Technology R&D and product innovation are the very weak links in corporate innovation management in China,and the common practice is often seen as segmenting the market and targeting the customers as well as positioning the product too early,which have often constrained the innovative ideas of firms and excluded their innovative opportunities.Consequently,their innovation projects tend to be abandoned half way,or fall far short of success.Therefore,if their technology R&D and product innovation projects are faced with difficulties in 1)grasping the technological breakthrough,2)replacing the old products with innovative products of better cost performance in a short time,3)winning the product innovation competition with their rivalries,firms should consider giving up the product positioning strategy and actively transforming to the product platform strategy,so as to broaden the innovative ideas,increase innovative opportunities,and speed up the growth of their disruptive new market products and high-end/low-end products.To this end,managers need to fully understand the disadvantages of product positioning strategy,the advantages of product platform strategy and the applications of product platform strategy,which are naturally conducive to creating new ideas and opportunities for their technology R&D and product innovation.Such strategic transformation from product positioning strategy to product platform strategy has been introduced into firms in the developed world,and has proved to be effective in product innovation.