Management innovation of China's enterprises an effective way to

Moment, we are experiencing a low period of the economic cycle, the negative impact on the survival of the enterprise has serious implications for the environment. Many companies have cut costs, control budgets, so insist on management Innovation is particularly difficult. And technological Innovation than management Innovation is more hidden, involves more "human" relationship, the process and results with uncertainty, and the implementation and evaluation of management Innovation is difficult to grasp, resulting in a large number of companies are afraid of difficulties for management Innovation in the management Innovation is often a negative attitude. In fact, companies in the difficulties encountered problems are just the entry point for management innovation. Such problems can be roughly divided into two types: one is a direct survival of the business co-Wei, mainly as Despite continuing losses or plummeting profits, but effective; second threat to the development of enterprises, mainly for the development of significant slowdown or stagnation. and the management of innovation is to help companies solve these problems, effective way to obtain the maximum benefit.


One fathom customer demand, find new value space

Understanding of management innovation, or should return to the nature of the business level, that is, on the "value" of the pursuit. The increase in internal and external value of the activities include the supply of raw materials, production and processing, R & D, sales and marketing, service and so on, these management activity is the cornerstone of enterprises to create customer value. Therefore, the entire process of business management innovation is a value creation process. First, new products and services to increase the value realized by the utility customers; the second is by changing the value chain internal mechanisms to achieve the magnitude of value increase.

Customer demand is the market's compass, less customer demand, enterprise innovation not find the "North." Therefore, the fundamental business is the core of the customer value innovation, and constantly develop and meet the real needs of our customers, so as to form a market, access to profits. Today most companies can not be found by consumers customers really demand, only in the same way, selling the same product. predicament in the homogenization, the only innovative customer value, provide eye-catching products and services to breaking.

Innovation and customer value, above all, the market demand and the detailed study of business location, especially for deep-level mining to customer needs, which requires the source, from a strategic point of view in-depth, detailed analysis and prediction of target customers. Through product and the refinement of services, the introduction of a more personalized products and services. the one hand, try to meet the needs of target customers, on the other hand you can cut a better industry and occupation of the market. such as hotel management, hotel management system requirements of three-star, four star hotel to have the lobby. Today the traveler does not need to lobby, but the need for a clean room, a hot bath, have broadband Internet access. such as the hotel identify the passengers that need , owned by its hotel facilities and services such as lobby, restaurant lost, replaced the bath shower, simple decoration room, significant savings in operating costs, not only did not affect passenger accommodation, but also reduce the cost of the traveler, one night 100 yuan prices make visitors feel "housing appropriate" cheap. Management does not mean the creation of innovative new products and services, full use of existing products and services. to better meet customer needs, create value, is difficulties in the management of innovation is one important way.

Objectively speaking, accurate positioning is difficult customer value. Because companies can not easily know what the real needs of customers, customer buying behavior is difficult to grasp the motives, can not exactly a new product is expected to be much profit return. enterprises can do is tell the dissatisfaction from the customer to find the clues, so that these are not satisfied with the opportunity to guide enterprises to find innovative, customer dissatisfaction and seriously study what hope is, efforts to address the specific customer dissatisfaction, as well as customers want to achieve, that is, the value of innovation.

This requires that sensitive business issues, careful insight into people's minds, the deep concern different levels of consumer needs and desires, focus on the customer feel important aspect. Focus on the customer from the purchase before the purchase to the purchase after the experience in the whole process, customer in the use of products and services before, during, after, what are the needs of customers during this period to find out the trouble and grievances, careful analysis of how to improve our products and improve service to resolve customer troubles and dissatisfaction, which is the business of innovation value space. for the business enterprise, where the customer needs, innovation in where to find the demand of customers, it found that the profit zone. With the profits between the different segments of the value chain, the transfer of enterprises should pay more attention to and quickly capture changes in customer demand, timely and appropriate to provide customers with products and services and solutions to eliminate customer problems, and thus profit.

Remember, the more in hard times, the needs of the customer more to accurately grasp. Because the customer need is real and solutions to meet the demand, not just a simple understanding. Understands customer needs and as long as we better than the competition, faster, cheaper, you get innovation profits.


Second, the full integration of external resources, collaborative innovation

Any innovation is built on the basis of enterprise resources. Companies should seriously look at the situation their own resources and in-depth thinking about how to most effectively through the use of outsourcing of these resources. Companies need first to identify internal resources to achieve the complementary areas of collaboration, the industry value chain and business all the components, and then analyze which part of bringing strategic value, which some did not, and analyze which parts of the enterprise a competitive edge. Then, from the industry ecosystem, the careful selection of appropriate partners, and by regulating alliance management and processes, allocation of dedicated resources, effective collaboration with these partners in order to obtain greater resources from the integration value.

"Do what you do best, let others do the rest." In the increasingly intense competition, companies have to shrink the front subtraction, the number of non-core, secondary or auxiliary function or business to professional services outside the enterprise, use their expertise to improve the overall efficiency, and focus only on their core function or business advantage, which can reduce costs and improve competitiveness of their core purpose. what operations will be outsourced, which should from the enterprise position in which the reality of the industrial chain. When the enterprise is a non-core business has been standardized, low value-added, or not profitable, but there are many mature companies do, to be outsourced.

Enterprises through outsourcing, not only the integration of external resources, to complement each other, and can reduce costs and risks, increase flexibility, improve operational efficiency, help enterprises to enhance the resilience to adverse environment. Not only for integration of external resources reduce costs and risks such as the practical considerations, but also the needs of enterprise development strategies. As more and more intense market competition, the degree of specialization of enterprises have become increasingly demanding, companies only focus on core competitive advantage, and as much as possible non- advantages of outsourcing to a professional company to do link in order to ensure the continued smooth value chain and value.


Third, the firm can not cut the cost of creating customer value

To rethink the business activities, focusing think the question is: to maintain or improve customer service levels, we can do better, faster, cheaper? Can we expect our customers to save their money ? If not, why? not affect growth in the premise, how to reduce costs, eliminate waste, improve operational efficiency. to areas in which to streamline operations, cut costs, release cash and increase in value; how to simplify work processes and projects to cut unnecessary administrative costs; which activities consume more money, but it will bring lower returns? to get rid of these activities.

To fully understand their overall cost structure, cost management and accurate grasp of the key points and weak links, with particular emphasis on the value of customer value. Establish a full cost management concepts, so that employees do have to consider whether, when everything save money, whether to raise production efficiency and reduce waste, turning her work into the behavior of value added. enterprises should strengthen the internal management standards and incentives, strict management and reduction of various consumption and costs, to maximize increase space enterprises to reduce costs, increase economic efficiency and reduce costs as the main direction of business and key measures to seriously paying close attention to implementation. start small, start from the habit, sustained continuous improvement, and the staff into the conscious action.

Reduce costs there is a deeper double meaning, one does not create value for customers of all the activities are a waste, those who do not have to eliminate value-added activities; Second, even if the activities that create value, the consumption of resources if more than the "absolute minimum" the boundaries of a waste. such as Haier's "zero inventory" under the "Demand for" mode. to air-conditioning business, for example, the original marketing companies around the Haier - Haier Industrial warehouse has been canceled, and now main function is to take orders, all orders and then back to the production line. Therefore, each production line of Haier's products are all orders, and its purpose is to sell production quotas in order to avoid a large number of finished goods inventory so that enterprises can not afford to fund, must wait until the customer orders completely determined only when the organization of production does not change, otherwise there is the risk of the backlog of products; must be necessary to organize production and sales volume, the only way to reduce raw material price fluctuations brought about by pressure on the stock market risk and product save large sums of liquidity, the limited cash flow faster. Haier's inventory days is China's industrial enterprises average days of inventory 1 / 10, Haier stock funds used the number of days has remained at about 20 days, the industry average number of days is 30 - 60 days. to enhance management efficiency simply, is to draw business into the charts across the value chain, which is found to give enhanced value creation, which the firm does not create value is cut off. with the lowest cost to create the greatest value.

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Compared with the technological innovation, management innovation is often just a small investment, sometimes that is a concept of change. Therefore, to improve innovation capacity is important to have a sense of innovation. Aristotle pointed out: "the creation of real who is a need. If you do not need something, you will not go actively to transform it. When people realize a need, they will start thinking and try to achieve it. all inventions secret is that the demand, and then use their brains to study it. "to make sense of innovation and become accustomed to thinking of everyone from top to bottom, inside the enterprise to fully mobilize the creativity of each person out, this is an important foundation for business management innovation.

The face of recession, but also to inject innovation. Each department will usually have good ideas, creativity and ideas, these can be useful when depression can also get the customers there, with them, arouse their potential demand. all employees to do so, not only customer satisfaction, and the vision of the staff from within the department expanded to the entire enterprise and the market. If China Merchants Bank, often organized in different regions, different departments to participate in brainstorming, to encourage department heads, staff debate with the executives, this approach will stimulate innovative, new ideas. of employees for a variety of good ideas, good ideas, the idea of ​​using a standardized template specific.

Any product, service, process improvement is innovation. Innovation Yun in every aspect of the work, every moment. For most employees, within its capabilities, to make a work of heart, from the little things bit by bit, From start to improve the methods of work. Innovation is not just managers, R & D personnel matter, it is more serious and responsible work of each employee take the initiative to improve the attitude and sense of innovation. such as Haier implementation of the "one single one" approach , that "each is a project of the autonomous body". "one single one" aims to inspire and full of innovation, and full value-added activities, are full of work to find their own flaws and problems. by everyone market-oriented, everyone is responsible for the market to stimulate the potential of each person to achieve the unity of the speed and accuracy. "One man alone," value through innovation and execution in order Haier whole process is based on cash flow as a link to a comprehensive budget based on closed-loop optimized high profit full value.

Management has a saying: Do you want to push anything, what should assessment. Most of the staff is only a matter examination, assessment of only marginal benefit is willing to do most things. Therefore, what companies expect to achieve this result results to design an implementation process, and then put it into the evaluation system to go. enterprises to develop innovative behavioral assessment and incentives. may apply innovative scorecard system, from the multiple dimensions of innovative behavior of staff assessment, and the establishment of feedback mechanism, it is necessary and effective incentive mechanism for innovation combined. a truly innovative corporate culture, it does not plan on innovation as a moment, but not the focus of the work stage, but a fusion of the daily operations at the enterprise management mechanism, the staff take the initiative to consciously work habits.

Management of innovation, so we have to "customer value" as the core, enterprise-wide perspective on the management of the entire process. Therefore, innovation is not just limited to technology, in fact, products, services, processes, resources, and even business management every aspect of the system, there is room for innovation. Innovation is everywhere, only the full use of management innovation, enterprises can emerge from the crisis and achieve sustainable development.

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