蒋吉泉-创新管-英文.doc

Analysis on China’s Product Innovation Management JIANG Jiquan 1. General introduction of the product innovation A. The proposal of the product innovation management The purpose of the product innovation and development is to cut down cost and to increase the speed. But the problem is that how to correctly foresee the market demand and improve the product RD. Since that the information of market demand is mostly not very clear, and it takes six to eight phases when it finally comes to the RD staff. So the information are always mistaken step by step and the wrong information often comes. In traditional RD organization structure, the company also put emphasis on product rapid development strategy, but many other factors are not in line with the RD strategy, like new product Decision-Making Mechanism, performance evaluation, staff motivation and so on. The right for new product decision making is always for product planning department and other relevant senior leaders. However the RD staff is not entitled to join in and devote their ideas. As for performance evaluation for the new product research and development, traditionally it put s more emphasis on evaluating technology risk and effectiveness of product research and other aspects. But they do not pay much attention on product research and development cycle, development speed, overall input and output result, and other key factors. As for other relevant market indicator, like market share, market profit rate, customer satisfaction degree, the technical staff do not responsible for this. If the new product sells well in the market, the company will always reward the sales staff but not technical staff. The problems as we mentioned above need to be worked out urgently in China. But we have to learn about the product innovation background and its content, establish a perfect management system first, then we can solve these problems in a better way. B. Connotation of Product Innovation Management Product inn