Case Study On Micro Innovation Mode Of Mobile Phone Products Of OPPO Company

China’s 14 th Five-Year development Plan and 2035 Vision Plan clearly state that we should maintain the status of enterprise innovation in China’s overall modernization drive,continue to implement the national strategy of innovation-driven development,consolidate the dominant position of enterprises in technological innovation,and support the growth of innovative micro,small and medium-sized enterprises as an important source of technological innovation.In the mobile phone industry,OPPO is a latecomer in the industry.Limited by resources and capital,it is difficult to realize disruptive innovation,while product micro-innovation has become an important way of product innovation between OPPO and the first mover in technology catch-up with its rapid market response,constant iteration and low cost of trial and error.This study analyzes the new minimally invasive realization path of OPPO’s products and summarizes the key mechanism of its successful realization,which has a positive guiding significance for the new practice of minimally invasive products of small and medium-sized enterprises.This thesis mainly tells the story of OPPO’s continuous attempts and explorations in the micro innovation mode of mobile phone products since 2006.After three stages of establishment,growth and maturity,OPPO has finally grown into a leading technology company in the industry.In the establishment stage,OPPO entered the Chinese feature phone market and survived in the feature phone era through the minimally invasive new mechanism of "top-down" mobile phone products.In the growth stage,OPPO formed a "bottom-up" minimally invasive product mechanism and built a number of mobile phone product series,ranking fourth in China’s smartphone market share.In the mature stage,OPPO,through the construction of a minimally invasive new mechanism of integrated mobile phone main series products,continues to launch users’ favorite smartphone products.In 2016,the annual shipment of 78.4 million units and the year-on-year growth rate of 122% temporarily ranked the first in the Chinese smartphone market,forming a three-way new pattern with Huawei and vivo.The analysis part mainly analyzes the current situation of OPPO and the motivation of its entry into the feature phone market,how OPPO carries out micro-innovation of mobile phone products,the types and characteristics of micro-innovation modes of products in various development stages of OPPO,the change of implementation mechanism from imitation to independent micro-innovation mode of OPPO,and the construction of continuous micro-innovation mode of OPPO with integrated products of mobile phone main series.And OPPO mobile phone product micro innovation model sustainable development and other six issues.It summarizes the evolution of OPPO mobile phone products through three modes of imitative micro-innovation,autonomous micro-innovation and continuous micro-innovation,and summarizes the mechanism of minimally invasive new mechanisms of top-down,bottom-up and integrated products.Finally,for the future development of micro-innovation mode of mobile phone products of OPPO Company,the planning scheme of "building micro-innovation ecological mode of multi-mobile phone main series products of OPPO Company" was proposed,as well as the implementation path of "laying out the smartphone-led Io T product matrix,perfecting the breakthrough innovation mechanism of partial parts of 5G+ mobile phone products and building a diversified mobile phone main series".