To Explore Running Product Innovation Market-chain Mechanism Effectively In Haier

Background People always think the matter of product development is research technician's job, but in fact, successful innovation needs people's broad participation from purchasing, manufacture, marketing, post-sale service, and finance, etc. Product is the physical object for the business to achieve operating target. The ability of product development is a comprehensive ability of an enterprise, its objective is to gain more advantage for competition, and the company can escape from same-level competition with their rival, therefore, the business can avoid the compact of pure-price-competition and achieve their operating goal. Haier's market-chain mechanism attract attention from different aspect, its original expectation of applying market-chain is, that every body gets incentive from market result outside the company and utilize their potential to meet the target, through unifying inner and outside market and connecting employee's goal with the company-wanted goal. The company can also realize that every member's mindset of responsibility in a business process can be line-up to the target of it. So the question of how to apply market chain to product development is deserve to research and explore.Purpose For the reason of significant investment is needed in a product innovation process and its important effect to the company, it is vital to improve theefficiency and successful rate of product innovation. The purpose of this thesis is to clarify the basic issue in the process of apply market chain to product development and explore the brief way and operational method to practice this new mechanism. Main content of this research The brief way includes (1) Establish the core position of Model Manager; (2) Organizational and informational support according to the 9 phase of product developing; (3) Assign resource allocation and supports for product innovation; (4) Motivation through market chain; (6) The result of product development should be testify by outside market result. The operational method (1) Set up new organization, let the Model Manager act as team leader of multi-functional innovative task force; (2) Do business process reconstruction by setting order information flow as a core, make sales order work as tracking tool for evaluating the performance of Model Manager, and other functional manager; (3) Change the traditional relationship between employee and their supervisor, prior operation and next operation to inner market relationship; (4) Set up and run SBU system of setting the target, performance measurement and incentive method; (5) Advocate the cultural atmosphere of creativity and innovation.Conclusion Product development is an important approach for the company to win advantage in the pierce competition happened in the market place. It can not meet the market need of day-to-day accelerating change products to regard product development only as research technician's job. Through running product innovation market-chain mechanism effectively in Haier, we got a serious brief ways and operational method on how to deploy efficiently the resources that the company can utilize and enhance the ability of product development, the finding is a valuable reference of business practice.