Study On The Value Chain Management Of The Product Innovation In Enterprise

After entering into the knowledge economy century, with the acceleration of the global economic process, market competition is becoming more and more complicated and intense. Confronted with the caprice of global market environment, weaknesses in business competition and management are exposed gradually. Product innovation has become the most important strategy and the problem of product innovation has become the strategic problem which is correspondent with the existence of many enterprises. Only this kind of enterprise which research and develop customer-satisfactory products can obtain long-term competitive strength in fierce competition. Therefore, most of the enterprises focus on how to do with product innovation well.In order to solve the problem above, the contents of this research base on the premise that product innovation is the intelligent core of the interior value chain in enterprise. The thesis studies how to manage important value-added activities in product innovation value chain, in search of new way for product innovation management. Beginning with the clarification of the context of the thesis, the thesis, firstly, introduces related theories about product innovation and value chain; and then discusses the significant meaning, the status quo and the main problem of product innovation for enterprise in China. Secondly, sums up the significance and the main contents of product innovation management in enterprise; then, based on the analysis of product innovation value chain with value-chain theory, product design, product research and develop and product commercialization are of great importance in product innovation value chain. Consequently, thesis analyzes the source of good idea of innovate product and design product conception with template theory; afterwards, build Abandonment Options model to decide whether implement innovate product R&D project or not; and then, the thesis makes use of Analytic Hierarchy Process to evaluate product commercialization risk, in order to find the main risks which contribute to the failure of product commercialization; based on the summary of the study above, the author provides some feasible strategies of product innovation management limited to interior value chain. Thirdly, the thesis takes GRACO as example, elaborate on the product-electrostatic finishing application innovation process. At the end, the author makes a conclusion of product innovation management and expresses expectation for future research.Based on published studies, theory-research and case-study are employed in this thesis. The author's contributions includes ameliorating the value chain model, regarding product innovation activity as the intelligent core of enterprise, analyzing value-added activities in product innovation value chain with value chain theory, building Abandonment Options model and elaborating on electrostatic finishing application innovation process.In theory, the author makes use of value-chain theory to analyze product innovation management, providing a new method to study product innovation for other scholars; in the view of application, based on the elaboration of electrostatic finishing application innovation process in GRACO, the thesis testifies the method, providing a feasible way for managers to deal with product innovation.