Ouyang article: direct enterprises to achieve linear innovation to a new innovation

2016-12-01 16:38

China Direct Selling News > Direct selling Forum > Special comments >

[report] net Beijing on November 30th news (Ouyang wrote articles /) current direct selling enterprises are focusing on innovation, but innovation is generally linear, rarely found innovative new direct selling enterprise, which seriously affected the direct selling enterprises bigger and stronger long process. Fundamentally speaking, the realization of linear innovation to a new innovation, this is the only way to develop direct marketing enterprises.

At present, direct marketing enterprise innovation linear model dominated

What is called linear innovation and linear innovation model is a description of the innovation process. It is believed that the innovation process is a basic science, applied science, design and trial manufacture, manufacturing and sales of one - way, successive and gradual process. In its view, the flow of knowledge in the process of innovation is very simple, the cause and source of innovation is science, is a basic research, from the upstream end of this increase in the input of science will directly increase the output of the downstream end of innovation. In fact, technology driven innovation model and market driven innovation model is a linear model of innovation. China's direct selling enterprises in the past ten years of innovation, the linear model in the process of innovation to occupy a dominant position. For example, many direct selling enterprises between product innovation and sales model innovation, the lack of a deep link. What we mean by "deep connections" is the inherent connection between these two kinds of innovation. And this, it is the basic characteristics of direct marketing enterprises linear innovation.

The limitation of linear innovation model is obvious. The American scholar D.E. Stokes through in-depth analysis and Research on the work of Pasteur, which reveals the limitations of the linear model of innovation. He pointed out in the book "Pasteur's quadrant - based science and technology innovation": the basic research and application research is not clear, some application research is also outstanding; influence of scientific research process at the same time by the dual goal of understanding goals and application goals; single linear model described by one-way flow to scientific discovery technology innovation is too simple. Another look at the innovation of direct selling enterprises in China, basically confirms his important point of view. For example, the direct selling enterprises to product innovation, what is the basic research and applied research is also vague, as long as it can promote the development of the market will provide what products, has almost become a common practice in most direct selling enterprises. Some direct marketing enterprise itself is very few products, in order to enrich the so-called product line, simply do not carry out basic research or application research, the implementation of "used" to the community to find products. All these, it is clear to tell us that the linear characteristics of direct marketing enterprise innovation, a serious constraint to the accumulation and play of the core competitiveness of the direct marketing enterprises, but also to do more on the bigger and stronger.

The direct selling enterprise should change from the linear innovation to the new innovation

Since linear innovation has its limitations, direct selling enterprises should spend more energy to a new innovation. New innovation, refers to the direct marketing enterprise innovation is not only the enterprise itself, but an economic and social interaction of the continuous interaction of the innovation system. In theory, the linear way of thinking, as well as the overall view of the whole, is clearly out of date. Therefore, the innovation of direct selling enterprises must shift from linear thinking to nonlinear thinking, and construct a new and innovative ecological system of the whole society.

Why? The reason is very simple, is a form, the development of information and communication technologies and knowledge network breaks through the bottleneck of knowledge dissemination on the traditional physical, human beings can make use of the knowledge network and more convenient sharing and dissemination of knowledge and information quickly. This requires that the innovation of direct selling enterprises must be nonlinear. Two, the environment to maximize the knowledge network to eliminate the information asymmetry, the construction of knowledge barriers and barriers to information in today's knowledge network is more and more difficult to continue. In such a case, the direct marketing enterprises will be more narrow path of innovation. Three is that the external environment has created the innovation main body to carry out the innovation activity possibly, has created the opportunity which more knowledge and the application situation demand collision. Such a collision is the largest source of innovation activities, which cut off the path of direct marketing enterprises to take the linear.

How to realize the transformation from the linear innovation to the new innovation of the direct selling enterprises, there is no ready-made answer to this question, but one must insist on, this is to carry out the innovation of socialization. Whether it is product innovation or mode innovation, if the door is closed, sooner or later will be eliminated by society. Remember? Some direct selling enterprises do not respect the community, do not respect the government, close a door to make the so-called innovation, once prosperous, in the end the alleged pyramid scheme, and come to a All is lost. scene no longer. The lesson is very profound. Therefore, not open to the community of innovation, it is impossible to achieve the development goals of direct selling enterprises, and ultimately be eliminated by society that is inevitable.

New innovation in the final analysis is the socialization of innovation. Direct selling enterprises should do a good job in the following aspects: first of all, to accept the government's industrial policy guidance. Industrial policy is the sum of all kinds of policies that the government intervene in the formation and development of the industry in order to realize certain economic and social goals. The function of industrial policy is to make up the defect of the market, to allocate resources effectively and to protect the growth of the industry. For example, the current health of China is a major industrial policy, direct selling enterprises should be under the guidance of the industrial policy to carry out an open innovation. Secondly, to take the path of collaborative innovation, alliance development. Innovation mode of direct cooperation between enterprise and university is not only a simple linear innovation process, innovation ecosystem should gradually enter into the mode of cooperation with universities, the innovation ecosystem including academia, industry, foundation, scientific and economic organizations and governments at all levels of a series of actors. In addition, the rapid development of the Internet for direct marketing companies and the various sectors of the cooperation model of innovation and open up an infinite imagination of space, should be the future trend of direct selling enterprises in the future development of a strong trend. Again, to study the changes in the consumer market. The purpose of direct selling enterprise innovation is to serve the general consumer, therefore, an important part of open innovation is to study the changes in the consumer market. Product innovation, or mode innovation is also good, must be in line with the needs of consumers. Therefore, to meet the needs of the vast number of consumers, this is the end result of the new innovation of direct selling enterprises.

Government support is the key to realize the new innovation of direct selling enterprises

At present, the world economy is to adjust the depth, arduous and tortuous process of recovery, a new round of technological revolution and the rise of the industrial revolution is pregnant, to accelerate the comprehensive innovation with science and technology innovation as the core is coming. And direct enterprises to achieve linear innovation to the new innovation of the transformation, the government's support is the key.

As everyone knows, China's economy has entered a new normal period, is closer to a new steady state process of high efficiency and low cost. Keywords economic development has been the rapid growth from variable driving, transformation and upgrading of the supply side structural reform innovation. And enhance the contribution of scientific and technological progress to economic growth, the formation of a new source of growth momentum, is to promote sustained and healthy economic development of key factors. But from the current situation, due to the high risk of scientific and technological innovation, financing, and the lack of incentive mechanisms, direct marketing companies generally lack of incentive for innovation. If there is a problem, and no timely additional funding, not only will interrupt the development process, influence the outcome of research and book marketing plan, and may make the direct selling enterprises will get lost market opportunities forever. Can effectively solve this problem, the relationship between the direct marketing enterprises to implement innovation driven strategy, enhance the economic development potential of the overall situation. We suggest that the establishment of science and technology innovation and diversification of the compensation mechanism of the government response to the direct selling enterprises, such as R & D investment risk compensation mechanism, risk compensation mechanism and insurance compensation mechanism, in order to effectively alleviate the direct selling enterprises are facing technological innovation dilemma. For high-tech direct selling enterprises, the implementation of science and technology innovation insurance, effectively reduce their production, research and development, personnel, trade chain, credit chain, and so on, so that the high-tech direct selling enterprises to benefit from.

Direct selling enterprises are mostly health care products business, the government should support the direct selling enterprises to enter the major health industry system. The eighteen party clearly put forward the goal of building a moderately prosperous society in 2020. Published in August 2012, "" health Chinese 2020 "Strategic Research Report" proposed that by 2020, the main health and related indicators to achieve the level of moderately developed countries, including the main indicators of national health improved, the average life expectancy reached 77 years "goal. At the same time, the paper also stressed that to "prevention" to achieve a fundamental change of medical mode, public policy, scientific and technological progress, efforts to solve the long-term serious disease threatening people's health in China and related health problems. The government should encourage and support enterprises to enter the direct selling industry large health system, the direct selling enterprises for health products R & D as a government to build industrial system an important part of health, to mobilize the initiative and enthusiasm of the direct marketing enterprise science and technology innovation. As long as this, direct selling enterprises can truly realize the transformation from linear innovation to new and innovative. 3

(Department of China Institute of marketing direct marketing expert committee of core experts, published "Chinese economics", "direct marketing" under the rule of law China, "the global financial crisis is Chinese direct development opportunities," franchise "theory and practice" and other monographs, published more than and 200 articles on the direct marketing industry. )

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