A Study On The Management Of Creativity In Product Innovation

Product is so important that it is the base of enterprise's existence and growth. Enterprise must take an advantage place by product innovation to face the forces which come from internal and external environment .Creativity is the start and the key of product innovation. The author makes a analogy about enterprise between creativity: the enterprise is the liquor and the creativity is the solute, and makes some improvements of the Filler Model . Getting the essence of the creativity and managing effectively has a good meaning to the enterprises. The creativity is a novel and subjective idea, which takes the product or service as a carrier and meets the benefit of the customer to realize the enterprise's value with some cost. Not only cost is the key factor, but also there is another important factor exits in the process of transforming creativity to products to realize value. The factor named "Cognition Bridge" is the cognition of value cost and benefit .There is some cognition fog such as misunderstanding benefit, cost trap, innovation prejudice among the cognition of value, benefit and cost. At the same time the product innovation is the key of improving enterprise's core ability, and the process of the product innovation influences the performance of the product innovation. The author discusses the product innovation from the creativity, and based on the properties of the Innovation Model VI, we analyze the defect in the process of the product innovation and make some improvements of it. More attention have been paid to some essential aspects in the process of reengineering of product innovation, such as organization structure, inspiration, culture of innovation, the structure of human resource, the application of IT and the management of knowledge loss. At last the author lists some creativity management tools to provide the enterprise to choose.