Large Group Of Long Research, Product Innovation-based Competitive Strategy

As the competition of domestic salt industry is becoming more fiercer, and salt industry will open to the market after China participated into the WTO, salt manufacturers have to think about how to adapt to market economy and improve their competence and future performance. Innovation strategy has been proved by academics and practitioners as an important strategy to improve enterprise performance and provide guarantee for enterprise's sustainable development. It is well known that product innovation, as an important enterprise innovation, can enforce enterprise's competitive advantage and become a main source of enterprise's sustainable development. Jiuda group as a big salt manufacture under the pressure of fierce market competition faces the same challenge, and this challenge constitutes to be the main issue of this thesis. The main objective of this thesis is to make a deep thinking about Jiuda group's innovation strategy according to the current international and domestic academic accomplishments. This research is application oriented and is aimed at constructing a blueprint for Jiuda group by presenting and implementing a competitive strategy which is based on product innovation.The thesis is divided into four chapters. The first chapter makes a literature review about enterprise innovation, competitive advantage, and the positive effect of enterprise innovation on competitive advantage. The second chapter makes an introduction about Jiuda group and the competition situation of domestic and international salt industry. Therefore we can have a picture about the Jiuda group's competitive status in the industry. The third chapter proves the necessity of implementing an innovation strategy in Jiuda group from the point of enterprise environment, internal factor analysis and the measurement of Jiuda's competence. The last chapter makes a deep thinking about how to implement the product innovation strategy in Jiuda group in great detail. In the last chapter, we present that the product innovation process should begin with sophisticated marketing research. Then Jiuda group should adopt product line extension as a main product innovation method. And finally Jiuda group should support product innovation process through institutional innovation and culture innovation.