持续创新：摩尔模型扩展研究——基于“雅虎倒下”案例分析

Sustainable Innovation: the Extending Research on Moore Model - Case Analysis on Yahoo！

摘要:

高新技术企业如何进行创新能力管理是关系其能否持久生存的重要问题。对雅虎、Facebook等高新技术企业的案例进行比较分析，探索影响企业持续成长的创新管理问题；拓展摩尔模型中消费者心智阶梯的发展路径，并从企业创新能力管理角度扩展摩尔模型。研究结果表明：高新技术企业面对的消费者市场具有特殊的时序化创新偏好，无视时序化市场特征的创新能力管理方式将导致企业失去持续成长的动力，高新技术企业的核心创新能力必须能够满足其对应的时序化市场需要；创新能力发展对策是高新技术企业赢得市场、实现创新价值、保证持续成长的重要创新战略内容；高新技术企业的创新战略应构建在时序化消费者市场的基本特征之上，只有能够适时调整自身的创新能力发展方向才能满足其所面对的时序化消费者市场需求，获得下一阶段发展所需资源，实现科学的创新能力管理，获得企业的持续成长，为行业和社会发展提供创新支撑。

Abstract:

How a high-tech enterprise manages its innovative capabilities is an important issue related to its long-term survival. This paper compares and analyzes the cases of high-tech companies such as Yahoo, Facebook, and explores innovation management issues that affect the sustainable growth of companies. The research expands the development path of the consumer mental ladder in Moore model, and extends the Moore model from the perspective of corporate innovation capability management. The results of the study show that, the consumer market faced by high-tech enterprises has a special preference for sequential innovation, and the innovative ability management method that ignores the characteristics of sequential markets will cause high-tech enterprises to lose their motivation for sustainable growth, the core innovation capabilities of high-tech enterprise must meet its corresponding sequential market needs. The countermeasures for the development of innovative capabilities of high-tech enterprises are important innovation strategies for winning the market, realizing innovative value, and ensuring sustainable growth. The innovation strategy of high-tech enterprises should be built on the basic characteristics of the sequential consumer market, only by adjusting the development direction of their own innovation capabilities in a timely manner can they meet the sequential consumer market demand they face, obtain the resources for the next stage of development, realize the scientific management of innovation ability and maintain continuous growth of high-tech enterprises to provide innovative support for industry and social development. Key words: high-tech enterprise; Moore mo