| In today's economic globalization,corporate pay more and more attention to R&D investment,the position of technological innovation in the enterprise gradually increase.Enterprises improve production efficiency,reduce production costs and improve the competitiveness of enterprises,enhance the value of the enterprise by R&D investment.The key that companies stand out in the competition in the future lies in the research and development capabilities.However,some companies do not pay attention to basic research stage,and blind to invest a lot of R&D personnel and R&D funding to the experimental stage of development,and most do not have their own independent research and development organization,leading to the results of R&D investment is not ideal and R&D output efficiency is not high.In recent years,Chinese enterprises are increasing R&D investment,many companies have achieved good results.Corporate R&D investment is very important,enterprises can get the core competitiveness,promote continuous and sustained development through R&D investment.Increasing corporate R&D investment,improve the efficiency of enterprise R&D output not only affects the performance of enterprises,but also has a significant impact on marketing strategy and business strategy adjustment.Therefore,the results of research and development investment is worth deep thinking and discussion.In view of this,the paper analysis the case of Shenzhen Sea Star company's(here in after referred to as the "Sea Star")R&D investment.In recent years,due to Sea Star increased R&D investment,and achieved good results,have positive interaction with the company's marketing strategy,and to promote strategic adjustment of the company.Thus,both here in skillfully linked,by exploring the real process of the Sea Star R&D investment,and focus on its results,and lead people to sparked some thinking and enlightenment of R&D investment and the results.At first,this essay introduces the research context and importance.Then,it reviews the research done by both domestic and foreign scholars on three aspects,such as the factors of R&D investment,the relationship between R&D investment and enterprise performance,the relationship among R&D investment,productivity and market value.We can find the study of R&D investment in China starts late,and the analysis of the case as the breakthrough point is scarce.So,we introduce the research method and writing structure of this essay.Then this paper introduces the concept and characteristics of corporate R&D investment,definition of R&D costs and accounting processing,and enhancing technological innovation,core competitiveness of enterprises and corporate value by R&D investment.Finally,from technical innovation theory,core competence theory,enterprise competence theory,the three theories that describes the basic theory of the R&D investment,and the paper describes its specific content,as a theoretical basis of Sea Star case.In this paper,the organizational structure,products and markets,major customers and partners conducted a detailed description,to understand the Sea Star company's overall situation.Then introduce the R&D investment of Sea Star,found Sea Star developed Blu-ray DVD player and LED lighting products in recent years.Next,the paper according to the Sea Star of R&D investment,focusing on the results and found that R&D investment affect the financial results of enterprises,improve profitability,and enhance the company's capital management capabilities.Further found that R&D investment and marketing strategy benign interaction,promoting the Blu-ray high-definition DVD sales channels,improving the LED lighting business of marketing and brand building.Finally,corporate R&D investment can promote the strategic adjustment of Sea Star,enable enterprises to gradually shrink to adjust the traditional EMS business scale and improve the Blu-ray high-definition DVD player's brand position.Finally LED lighting products become core business.Finally,some conclusions and implications are summed up.First of all,from the perspective of Sea Star,the company focuses on corporate R&D investment,which indicates the company strengthens scientific and technological innovation.The company should develop a reasonable strategy for research and development,to ensure the efficiency of R&D output.Many factors affect the efficiency of R&D input and output,the company should develop a reasonable strategy development and R&D input and output evaluation system.Analysing the factors affecting the efficiency of R&D output,identifying the root causes of the problem and to develop appropriate strategies to solve.Then establishing a complete research system,so as to ensure the efficiency of R&D output.Secondly,corporate should strengthen marketing of the R&D results,promote the adjustment of corporate strategy.In order to seize market opportunities,the results of R&D investment should go to product,and have positive interaction with the company's marketing strategy.This study indicates that enterprises should pay attention to R&D personnel,establish appropriate incentives,helping to strengthen the scientific and technological innovation.For R&D results,company should pay attention to scientific and technological achievements,and to build an effective R&D management system.This essay hopes to provide the reference for strengthening investment in research and development as well as scientific and technological achievements.In order to enhance scientific and technological innovation of enterprises,effectively promote the competitiveness of company,and promote long-term development. |
PDF Full Text Request