拖鞋企业通过产品创新提升企业竞争力的策略研究.docx

一、国内拖鞋企业面临市场竞争现状随着全球经济一体化趋势及拖鞋市场环境不确定性和竞争能力的加剧，拖鞋企业结合自身的特点：劳动密集型企业，拖鞋企业提升其自身竞争力的核心就是提升产品质量，即拖鞋企业要赢得市场， 获得生存和发展， 就必须不断地创新， 即时开发生产新产品来适应市场的变化， 更好的满足用户需求， 取得市场竞争的有利地位。因此，产品创新是拖鞋企业的活力源泉与生存之本，从产品创新到产品具有品牌竞争力更是拖鞋企业长期经营积累的结果。我国一些拖鞋企业已经开始注重品牌效应，加大研发力度，但自主知识产权拥有率仍较低，产品以中低档为主，品牌发展意识有待加强。拖鞋产品创新是拖鞋企业竞争力提升的有效手段，企业竞争力的提升是产品创新的目的和归宿。最终实现企业的竞争优势是通过开发新产品，不断满足顾客新的需要。从产品创新到品牌需要拖鞋企业综合实力做后盾，而拖鞋企业综合实力的提升有赖于竞争力的提升，所以拖鞋企业需要不断进行各个环节的改进与创新，优化拖鞋企业的价值链，从而促进拖鞋企业的核心能力的形成。二、国内一些拖鞋企业及其经营理念1.永达拖鞋厂有限公司：以开发新产品与质量保证为目标。另可根据客户提供样版或要求、厚度、硬质、颜色、花纹生产鞋。2.福建省晋江创龙拖鞋厂：不断创国际名牌。3.福建家家乐鞋业制造有限公司：家家乐为哆啦A梦品牌中国区唯一授权指定拖鞋生产商。2011年，家家乐公司以拔剑之姿迈出了品牌征程的第一步。2012年家家乐公司蓄势出击努力打造一个具有核心竞争力的拖鞋企业。服务宗旨：以最新的品种。这些拖鞋企业有一个共同的特征就是树立拖鞋品牌意识，创新产品的努力奋斗目标.以需求拉动创新产品模式，更好的满足客户需求。充分体现品牌建设的意义：品牌特色，既增强了企业员工的自信心，也增强了消费者的信任，更增强了企业的竞争力。三、拖鞋产品创新的重要意义1.拖鞋产品创新满足了顾客求新的需求。2.拖鞋产品创新奖能提高拖鞋企业的竞争位次。3.拖鞋产品创新适应了科技迅猛发展，更好适应拖鞋产品生命周期缩短的趋势。所以，拖鞋企业在发展过程中要有品牌意识，需要创品牌、树品牌，依靠品牌增加产品附加值，增强竞争实力的意识，商标意识和品牌自我保护。拖鞋企业要进行品牌建设和谋求自身的发展，首要的问题就是必须改变观念，树立正确的品牌意识；树立品牌个性和品牌定位，品牌定位一定要和产品的个性概念结合起来，这样才能让消费者容易辨别和认识。树立良好的品牌塑造和推广策略，拖鞋企业最佳的策略选择就应该是寻求主动创新。四、拖鞋企业产品创新的策略拖鞋产品的创新设计可以分为改良性设计即对已知的或现成的原理和产品进行改进或重新组合和开发性设计即设计出的新产品具有明显的创新性两大类。其中改良性设计进行产品创新的策略有：参照创新法、组合创新法和问题清单创新法；开发性设计进行产品创新的策略有：创造性思维的运用、发散思维法和集思广议思维法；同时结合拖鞋产品功能多样化及拖鞋产品结构多样化进而实现产品创新。下面是一些具体拖鞋企业在产品创新方面的策略措施及取得的成果：1.自发热保健功能拖鞋采用创新策略：纳米功能材料与功能拖鞋结构相结合。具体做法：采用热敏材料、远红外材料制作而成且在中底上分布有高能磁元。拖鞋功能：拖鞋具有热疗和理疗保健的双重功能，弥补了普通磁疗按摩拖鞋的不足，进一步完善了拖鞋的性能。2.便携拖鞋采用创新策略：对传统拖鞋的鞋底和鞋帮进行了较大的改进和创新。具体做法：可拆装、易清洁的便携防滑拖鞋。拖鞋功能：具备滤水、透气、防滑、按摩四大功能。拖鞋特点：易制造，成本低。3.拖地拖鞋采用创新策略：品牌嫁接。4.减肥拖鞋拖鞋产品创新提升拖鞋企业核心竞争力的对策主要表现如下三方面：（1）加强产学研合作，培养多角度人才。（2）利用可用资源，加强对引进技术的改进。（3）加强企业领导人的创新意识，建立有效的产品开发机制。总之，品牌建设的积累是一个长期的适得需要在实际运作中不断地向里面添砖加瓦，通过长时间的，“润物细无声”的将品牌以及产品核心价值植入消费者心中，从而在消费者中心目中形成好的品牌美誉度。有了高的品牌知名度和认知度，再有一个好的品牌美誉度，将会产生强的品牌忠诚度，同时以营业推广为主，辅之以人员推销和公共关系。通过公共活动树立企业形象，提高企业的美誉度，通过营业推广直接让利给渠道成员和顾客，以此打开市场，为企业长期的发展奠定了坚实的基础。First, the domestic slippers enterprises face market competitionWith the increasing trend of global economic integration and a pair of slippers market environment uncertainty and competition ability, slippers enterprises combined with its own characteristics: labor-intensive enterprises, slippers enterprises enhance its competitive ability, the core is to improve the quality of the products, namely slippers enterprises to win the market, access to the survival and development, we must continue to innovate, instant development and production of new products to adapt to market changes, to better meet the needs of users to obtain a favorable position in the market competition. Therefore, product innovation is the dynamic source of slippers and survival of the enterprise, from product innovation to products with brand competitiveness is the result of long-term business slippers slippers.Some slippers companies have begun to pay attention to the brand effect, increase research and development efforts, but the ownership of intellectual property rights is still low, the product is mainly in the middle and low, brand awareness needs to be strengthened.Slippers product innovation is an effective means to enhance the competitiveness of slippers enterprises, enhance the competitiveness of enterprises is the purpose and destination of product innovation. The ultimate realization of the competitive advantage of enterprises is to develop new products, and constantly meet the new needs of customers. From product innovation to the brand need slippers enterprises comprehensive strength to do the backing, and slippers enterprises overall strength improvement depends on in the promotion of the competitiveness, so slippers enterprises need continuous improvement and innovation in all aspects and slippers enterprises value chain optimization, thereby promoting the formation of slippers enterprises core competence.Two, some domestic slippers enterprises and their business philosophyYongda slippers Factory Co. Ltd.: 1 to develop new products and quality assurance as the goal. According to the customer to provide samples or requirements, thickness, hard, color, pattern production shoes.2 Fujian province Jinjiang chuanglong slipper factory: continue to create an international brand.3. Fujian Jiajiale shoes manufacturing Co., Ltd.: Jiajia Le for the duo la a dream brand in China, the only authorized designated slippers manufacturers. In 2011, the companys attitude to bajian jajale has taken the first step in the journey of brand. 2012 Jiajiale company ready to attack to create a core competitiveness of enterprises slippers. Service purpose: to the latest varieties.These slippers enterprises have a common feature is to establish a sense of brand slippers, innovative products and strive to strive for the goal. To demand driven by innovative product model, better meet customer needs. Fully reflect the significance of brand building: brand characteristics, not only enhance the self-confidence of employees, but also enhance the consumers trust, but also enhance the competitiveness of enterprises.Three, slippers product innovation important significance1 slippers product innovation meet customer demand innovation.2 slippers product innovation award can improve the competitive position of slippers.3 slippers product innovation to adapt to the rapid development of science and technology, to better adapt to the trend of the product life cycle of slippers.Therefore, slippers in the development process to have a brand awareness, brand, brand, brand, rely on the brand to increase product added value, enhance the awareness of competitive strength, brand awareness and brand self protection.Slippers enterprises to carry out brand building and seek their own development, the first problem is the need to change the concept of, establish the right brand consciousness; establish brand personality and brand positioning, the personality concept of brand positioning and product must combine, so as to let consumers easy to recognize. To set up a good brand building and promotion strategy, slippers enterprises should be the best strategy to seek active innovation.Four, slippers enterprise product innovation strategyThe innovative design of the slippers products can be divided into benign design change is known or readily available theory and to improve or re combination and development of design is to design a new product has obvious innovation sex two kinds big. Which changes the benign design strategy of product innovation: innovation method reference, combined innovation method and problem list innovation; development of design for product innovation strategy: creative thinking of use, divergent thinking and brainstorming method of thinking; at the same time with the slippers products functional diversification slippers and diversification of product mix so as to realize the innovation of the products.Here are some specific slippers in the product innovation strategy and the results achieved:1 self heating health care function slippersAdopting innovative strategy: the combination of nano functional materials and functional slippers.Specifically: the thermal material and far-infrared material produced in the bottom and on the distribution of magnetic energy.Slippers: a pair of slippers with double functions of hyperthermia and physiotherapy health care, to make up for the lack of common magnetic massage slippers, to further improve the performance of the slippers.2 Portable slippersThe innovati