卡夫公司产品创新流程管理研究

发布时间：2018-05-30 19:07

本文选题：产品创新 + 流程管理　；参考：《华东理工大学》2017年硕士论文

【摘要】：企业创新应是一项系统工程,只有将创新作为一种系统工程来管理,才能为企业赢得战略竞争优势,赢得未来。快速消费品行业竞争激烈,企业如何源源不断地推出满足消费者需求的产品创新,推陈出新,创造公司品牌价值,成功的关键是如何在企业内部建立创新流程管理体系。卡夫食品相继收购达能饼干业务和吉百利糖果业务,三家公司的创新体系及新产品开发流程不相一致,如何求同存异,取长补短,在企业内部构建一套高效的创新流程管理体系及模式,也成为在业务整合后的当务之急。本文首先从创新理论开始,论述了创新的概念及分类,产品开发流程体系框架,创新的原则、战略及方法论,并介绍了流程管理的理论及方法工具;然后,根据卡夫公司所在行业分析了快消品行业的特质及竞争态势,介绍了快消品行业先进企业宝洁公司的创新流程以供借鉴,阐述公司创新流程管理整合的必要性;接着对合并前三家的产品创新流程进行比较、梳理及诊断,在创新管理流程整合方案的设计中引入了六西格玛的方法,把创新流程注入了公司的日常经营流程中去,建立了产品组合管理会议链接公司的整合生意计划流程;进而,参照三家企业在产品创新流程中使用的创新工具及最佳实践,在系统的漏斗式创新管理流程的关键步骤中加入了创意的生成的六种方法、创意收集的两种最佳实践、创新项目优先等级的划分指导等创新工具,以及介绍创新流程管理中组织架构及公司创新文化培育的几个最佳实践;最后,阐述创新流程管理整合方案在公司实施的关键步骤及保障措施。
[Abstract]:Enterprise innovation should be a system engineering. Only if innovation is managed as a system engineering, can the enterprise win the strategic competitive advantage and win the future. The competition of FMCG industry is fierce, the key to success is how to establish the innovation process management system in the enterprise, how to continuously introduce the product innovation to meet the needs of consumers, to bring forth the new and create the brand value of the company. Kraft Foods has successively acquired Danone Biscuit and Cadbury Candy. The innovation systems and new product development processes of the three companies are not the same. How to seek common ground while reserving differences and learning from each other, Constructing a set of efficient innovation process management system and mode in the enterprise also becomes the urgent matter after the business integration. This paper begins with the innovation theory, discusses the concept and classification of innovation, the framework of product development process system, the principle of innovation, the strategy and methodology, and introduces the theory and method tools of process management. According to Kraft Company's industry, this paper analyzes the characteristics and competition situation of fast consumer goods industry, introduces the innovation process of Procter & Gamble Company, an advanced enterprise of fast consumer goods industry for reference, and expounds the necessity of integration of innovation process management in the company. Then compared, combed and diagnosed the product innovation process of the first three companies, introduced the six Sigma method in the design of the innovation management process integration scheme, and injected the innovation process into the company's daily business process. The integration business planning process of the product portfolio management conference link company is established, and the innovation tools and best practices used by the three companies in the product innovation process are also referred to. In the key steps of the system's funnel innovation management process, six methods of creative generation, two best practices of creative collection, and innovation tools such as priority classification of innovation projects are added. It also introduces some best practices of organizational structure and cultivation of innovation culture in innovation process management, and finally, expounds the key steps and guarantee measures of implementing innovation process management integration scheme in the company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.82;F273.1

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