产品创新项目风险评估方法及应用研究
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摘要
产品创新是企业在现代市场环境中生存和发展的主要方式,是应对竞争、开拓市场、寻求发展的基本途径。但企业的产品创新充满了风险性和不确定性,成功则会给企业创造新的市场机会、新的市场发展空间,为企业带来新的经济增长点;失败则会给企业的经济发展造成很大的损失,给企业的经营管理造成不良的影响。所以,提高企业产品创新项目风险管理水平对企业在现代市场环境下的生存和发展具有重要的理论意义和实践意义。
产品创新项目风险评估是产品创新项目风险管理的基础,是产品创新项目风险应对和监控的前提与条件。本文系统分析了在企业产品创新项目风险评估管理中存在以下几方面的不足:一是现有研究成果基本上是基于静态分析,很少从动态上(即产品创新项目的市场生命周期)来研究产品创新项目风险评估管理问题:二是现有研究成果没有充分考虑企业产品创新管理流程在产品创新项目风险管理中的地位和作用:三是现有研究成果较多集中在风险评价方法的研究上,在产品创新项目风险识别方法及风险估计方法的研究上比较薄弱和缺乏;四是现有研究成果较多集中于硬产品创新,即技术型产品创新项目,很少涉及软产品创新,即营销型产品创新项目和服务型产品创新项目的风险评估管理研究。
针对以上企业产品创新项目风险评估管理方面存在的问题,本文在以下两个方面开展了研究工作:一是将产品创新管理流程作为产品创新项目风险评估管理的基础,从产品创新项目市场生命周期的角度出发,建立基于产品创新管理流程的、动态的企业产品创新项目风险识别、风险估计和风险评价的方法;二是将理论研究成果应用于工业企业、商业企业和服务企业,分别建立了技术型、营销型和服务型产品创新项目风险识别、风险估计和风险评价的方法。在此基础上,结合具体实际开展了相关的应用研究。这对我国企业产品创新项目风险评估理论与方法的研究及企业产品创新项目风险管理水平的提高都具有重要的理论意义和实际意义。
Product innovation is the main method of existence and development in modern market environment for enterprises, and is also the basic way to handle competition, develop market and realize development. But product innovation of enterprises is full of risk and uncertainty. The success of product innovation will create new market chance and new market development space for enterprises, and bring new economic development points for enterprises. The failure of product innovation will bring huge loss to enterprise economic development and bad influence to enterprise management. So, it has important theoretical and practical meaning to raise the level of product innovation project risk management to the existence and development of enterprises in modern market environment.
Product innovation project risk assessment is the basis of product innovation project risk management and the condition of product innovation project risk handling and monitoring. This paper systematically analyzed some problem existed in product innovation project risk assessment management. Firstly, current product innovation project risk assessment management research is basically based on static analysis and scarcely based on dynamic analysis (product innovation project market life cycle). Secondly, the function and position of product innovation management process to product innovation risk management is not fully considered in current research. Thirdly, current research mainly concentrates on the study about product innovation project risk evaluation method and the study about product innovation project risk identification method and estimation method is scarce. Lastly, current research mainly concentrates on the study about technical product innovation project risk assessment management and the study about marketing and service product innovation project risk assessment management is also scarce.
According to these problem existed in product innovation project risk assessment management, this paper did some research on two aspects. Firstly, this paper based product innovation project risk assessment management on product innovation management process and built product innovation project risk identification, risk estimation and risk evaluation method based on product innovation project market life cycle and enterprise product innovation management process. Secondly, the theoretical study was used in technical enterprise, marketing enterprise and service enterprise, and technical, marketing and service product innovation project risk identification, risk estimation and risk evaluation method were gave. Practical application research was conducted based on the research. This paper has important theoretical and practical meaning to the study of enterprise product innovation project risk assessment theory and method, and to the improvement of enterprise product innovation risk management.
产品创新项目风险评估是产品创新项目风险管理的基础,是产品创新项目风险应对和监控的前提与条件。本文系统分析了在企业产品创新项目风险评估管理中存在以下几方面的不足:一是现有研究成果基本上是基于静态分析,很少从动态上(即产品创新项目的市场生命周期)来研究产品创新项目风险评估管理问题:二是现有研究成果没有充分考虑企业产品创新管理流程在产品创新项目风险管理中的地位和作用:三是现有研究成果较多集中在风险评价方法的研究上,在产品创新项目风险识别方法及风险估计方法的研究上比较薄弱和缺乏;四是现有研究成果较多集中于硬产品创新,即技术型产品创新项目,很少涉及软产品创新,即营销型产品创新项目和服务型产品创新项目的风险评估管理研究。
针对以上企业产品创新项目风险评估管理方面存在的问题,本文在以下两个方面开展了研究工作:一是将产品创新管理流程作为产品创新项目风险评估管理的基础,从产品创新项目市场生命周期的角度出发,建立基于产品创新管理流程的、动态的企业产品创新项目风险识别、风险估计和风险评价的方法;二是将理论研究成果应用于工业企业、商业企业和服务企业,分别建立了技术型、营销型和服务型产品创新项目风险识别、风险估计和风险评价的方法。在此基础上,结合具体实际开展了相关的应用研究。这对我国企业产品创新项目风险评估理论与方法的研究及企业产品创新项目风险管理水平的提高都具有重要的理论意义和实际意义。
Product innovation is the main method of existence and development in modern market environment for enterprises, and is also the basic way to handle competition, develop market and realize development. But product innovation of enterprises is full of risk and uncertainty. The success of product innovation will create new market chance and new market development space for enterprises, and bring new economic development points for enterprises. The failure of product innovation will bring huge loss to enterprise economic development and bad influence to enterprise management. So, it has important theoretical and practical meaning to raise the level of product innovation project risk management to the existence and development of enterprises in modern market environment.
Product innovation project risk assessment is the basis of product innovation project risk management and the condition of product innovation project risk handling and monitoring. This paper systematically analyzed some problem existed in product innovation project risk assessment management. Firstly, current product innovation project risk assessment management research is basically based on static analysis and scarcely based on dynamic analysis (product innovation project market life cycle). Secondly, the function and position of product innovation management process to product innovation risk management is not fully considered in current research. Thirdly, current research mainly concentrates on the study about product innovation project risk evaluation method and the study about product innovation project risk identification method and estimation method is scarce. Lastly, current research mainly concentrates on the study about technical product innovation project risk assessment management and the study about marketing and service product innovation project risk assessment management is also scarce.
According to these problem existed in product innovation project risk assessment management, this paper did some research on two aspects. Firstly, this paper based product innovation project risk assessment management on product innovation management process and built product innovation project risk identification, risk estimation and risk evaluation method based on product innovation project market life cycle and enterprise product innovation management process. Secondly, the theoretical study was used in technical enterprise, marketing enterprise and service enterprise, and technical, marketing and service product innovation project risk identification, risk estimation and risk evaluation method were gave. Practical application research was conducted based on the research. This paper has important theoretical and practical meaning to the study of enterprise product innovation project risk assessment theory and method, and to the improvement of enterprise product innovation risk management.
引文
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