Technological innovation is the process of pushing ideas to market. That is, market-oriented innovation activities that turn the potential of science and technology into marketing advantages.
The connotation of enterprise technology innovation
Technological innovation is the process of pushing ideas to market. That is, market-oriented innovation activities that turn the potential of science and technology into marketing advantages. It covers the whole process from creativity to market research, technology development, product development, manufacturing, marketing and service. To understand the content of technological innovation from the perspective of marketing, we should at least have the following awareness:
A. technological innovation is a marketing concept
Technological innovation is not a pure scientific concept, nor is it a scientific discovery or invention of general significance, but a modern marketing concept. Must reflect market orientation, it emphasizes that the enterprise must be geared to the needs of the market for the research and development, the market demand, social demand and export as the basic starting point of the research and development, and the whole innovation process each link is to implement the marketing concept, namely technology innovation must be bring tangible benefits to enterprise and market buyers. In the words of zhang ruimin, President of haier group, it is to regard market problems as the subject of innovation.
B. Technological innovation is a system engineering
Just as the success of the marketing needs a series of effective marketing combination, also needs to have a series of technical innovation to form a complete set of the target market strategy, as well as product, price, channel, promotion strategy. Therefore, it is a system engineering, not a single activity or link. The success of technological innovation can only be ensured by the combination of many strategies and tactics.
C. Technological innovation attaches importance to application value
It emphasizes the technology development and effective application of unity, attaches great importance to the new combination technology with other elements, as mentioned above, the enterprise's survival and development must be market-oriented, technology innovation must pay attention to scientific and technological achievements transformation and application of relying on technological progress and industrial upgrading in order to make the enterprise strength and economic benefit. Therefore, technological innovation needs to be combined with marketing innovation, service innovation, channel innovation and other related factors, so that technological innovation can bring practical benefits to enterprises.