| With a long history, leisure food alive with rich national characteristics is greatly loved by many people in China. As people's living standard improves noticeably, keen market competition and economic globalization comes into being as well, consumers' demand is becoming increasingly customized and diversified, displaying ultimate flexibility and its products being characterized by shorter and shorter life cycle and faster and faster innovation process. Only if leisure food companies strongly boost the innovation of its products and keep nurturing its corporate core competitiveness can they always stand undefeated.Taking a typical manufacturer, Qunxing Food company, as example and basing on plenty of relevant information from home and abroad as well as combining with new situation faced by current general manufacturers, this thesis summarizes a general theory of innovative management of its products. Then, by what the author has witnessed during his visit to the company, this thesis describes the company's innovative strategy of its products as well as the status quo of its innovative mode and the imperfect information system of its innovation of products. What's more, by employing scientific diagnosis tools such as fish-bone diagram to analyze and confirm elements which have vital effect on innovative management of Qinxing's products. According to its analytical results, effective measures are taken to improve the innovative management of Qinxing's products and the competitiveness of the company as well.This thesis not only gives constructive advice to the innovation of Qinxng's products, but also provides reference for other leisure food companies and manufacturers, which is of great significance for manufacturers to improve their innovative competence of products and gain comprehensive competitive advantages. |
