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随着产品复杂性增加和新兴技术的快速出现,用户对超越产品成本和质量需求迅速递增,面对突破性创新不断涌现,企业采用的传统市场调研方式已经难以适用,而企业又无法直接获得关于市场的调查和预测,要想更深入把握市场,企业就必须改变传统的市场研究方法,对突破性创新进行微观管理研究,从中探寻出有效方法,实现创新成功。突破性创新与渐进性创新的营销差异鉴于“路径依赖”的渐进性创新和“另辟蹊径”的突破性创新这两种完全不同的创新模式,它们的营销差异,通过表1可以显
With the increase of product complexity and the rapid emergence of emerging technologies, users are rapidly increasing the demand for cost and quality beyond the product. In the face of continuous emergence of breakthrough innovations, traditional market research methods adopted by enterprises have been difficult to apply and enterprises can not directly obtain information about Market investigation and prediction. If we want to grasp the market more deeply, we must change the traditional methods of market research, conduct micro-management research on breakthrough innovation, and find effective methods to achieve success of innovation. Marketing Differences between Breakthrough Innovations and Gradual Innovations Given their radically different innovation models of gradual innovation of “path dependence” and “groundbreaking innovation” of “alternative approaches,” their marketing differences can be seen in Table 1