The Impact Research Of Product Innovation On Competitive Advantage Of Modularity Enterprise

The development of information technology and the rise of the knowledge-based economy promote the tide of economic globalization, and the innovation of the enterprise’s organizational structure. modular enterprise begins to grow and develop, at the same time, the competition expands to the new field, the level of competition is more intense. Whether an enterprise have a competitive advantage becomes the inherent power upon the survival of the enterprises. The competitive advantage related to the rise and fall of the company in the market. Therefore, the competitive advantage of the enterprise is the eternal pursuit of the enterprises, but also the theme and destination of the theorists. Product innovation is the foundation to improve the competitive advantage. Therefore, it becomes the main way for enterprises to gain competitive advantage.In this paper, a modular enterprise act as the object. By using the main normative analysis and empirical research methods, this paper analyse how modular enterprise product innovation effect its competitive advantage. The content include seven section. Firstly, combing the relationship between home and abroad on the theory of modularity, modularity and innovation; Secondly, product innovation theory and the theory of competitive advantage act as the theoretical basis of this article; Thirdly, discusses the development of modular enterprise in China, mainly including development as well as modular enterprise clusters development trend; Fourthly, expound systematically the product innovation connotation and characteristics formation and performance of competitive advantages of modular enterprise. At the same time, dissertate the characteristics of product innovation of modular enterprise,which is different from traditional enterprise. Modular enterprise implements modular design, modular production, differentiated marketing, one-to-one marketing and flexible management; Fifthly, establish a theoretical model, use four index system of innovative modular design, modular production, innovation management capabilities and innovative marketing capabilities measure to evaluate the product innovation of modular enterprise, use two indicators of the performance of high returns and market advantages of competitive advantage, and in-depth analysis of the index system on the basis of the hypotheses proposed in this article; Sixthly, empirical research, quantitatively analyse of the relationship between product innovation and competitive advantage, deduce the impact mechanism of product innovation for competitive advantage and the degree of influence, to clarify the importance of product innovations in the era of the knowledge economy and the competitive advantage of the modular era, proposed modular enterprise policies and measures to achieve product innovation; Seventhly, sum up the achievements and shortcomings of this article, and put forward the direction of future research.