The Design Reseach On The Product Innovation Management System Of Enterprise In BICR

With the progress of science and technology, for enterprises, in order to achieve the maximization of profit among their competitors depending on their own advantages, they must enhance their core competitiveness, of which the key determinant is the enterprises’ product innovation ability. According to the existing situation of BICR enterprise, the paper analyzes its development strategy and competition strategy, and focuses on the product innovation management system analysis and optimization with the aim to solve those problems, which impact on the enterprise’s product innovation management system to adapt market requirements, and to seek a way to improve its core competitiveness guiding it to better participate in market competition and implement strategy development.Firstly, the paper analyzes the industry competition environment and BICR’s competitive strategy based on Michael Porter’s Five Forces Model combined with three basic competitive strategies, and comes to a conclusion that BICR shall implement the "Special Differentiation Competitive Strategy",and at the same time plan actively to set up more affiliates to make full use of the advantage of upstream and downstream resources, which guarantees the low cost required by markets. Secondly, it pinpoints that BICR must improve its core competitiveness to achieve the "Special Differentiation Competitive Strategy" by optimizing its product innovation management system through comparison and analysis of BICR and its competitor, i.e. CAPC enterprise’s core competitiveness based on the core competitiveness recognition tool and competition matrix method. Thirdly, it indicates that BICR must seize market opportunities to enhance its manufacture level and product innovation capability to turn around its development situation based on internal and external factors analysis combined with SOWT Model. Finally, according to the above mentioned strategies, the paper points out that BICR must optimize its product innovation management system from the four aspects of enterprise innovation organization structure, product strategy innovation, business process, and allocation of resources using the roadmap method to improve its core competitiveness.