钓鱼从古至今都是一种修身养性的一种活动，古人如此，现代人也是如此，钓具产 品成为了人们的休闲娱乐性产品。休闲垂钓产品的需求飞速增长，已成为服务经济中不 可忽视的力量。由于收入的增加、健康意识随之增高、生活品质的提升、精神追求的提 高、科技进步的增强、国家体系化创新更加完善等诸多的宏观和微观方面的因素，将把 中国带入全面小康时代。基于这一前景的预判，由于供给侧改革的成功推动，人们高品 质的生活时代逐步形成，面临着不断变化的市场需求，决定企业能够在激烈的竞争中生 存，认识并解决产品创新问题，是努力提高企业竞争力、生存力、创新力、树立民族品 牌、促进国家发展的有效途径。 本文针对 M 公司进行钓具产品创新研究。通过实地市场调研、调卷问查、文献研 究等方法对产品创新进行研究，主要研究分为这样几个部分，第一部分对国内外钓具行 业现状及课题价值意义进行概述，介绍本文主要内容、方法和思路框架。第二部分对产 品创新概念以及相关理论进行概述，这部分介绍了产品创新理论、产品创新管理、企业 生命周期以及产品生命周期等理论进行了阐述，分析产品创新及管理的内容和特点。第 三部分对公司的现状和产品创新问题进行了介绍，这部分介绍了 M 公司产品创新的团 队、创新流程、创新产品，通过调查问卷、实地走访、沟通交流等方法分析总结 M 公 司在产品创新中存在的问题，创新团队薄弱，缺少真正意义上的产品经理；产品创新流 程更新进展缓慢；新产品周期长，不能满足市场需求。第四部分产品创新环境以及管理 问题分析，这里介绍了产品的市场环境、竞争环境和企业开发的内部环境，其次分别对 应产品创新存在问题进行不同的管理问题进行分析。第五部分为解决这样产品创新问 题，分别从创新团队、创新流程、创新产品三个方面提出响应的解决策略，建立有效研 发团队、创新团队绩效、创新团队激励机制、产品创新流程优化方案设计、产品创新流 程优化实施保障；私人定制、产品设计多个维度等。 通过本文研究，对 M 公司的产品创新提供宝贵的意见和建议，有利于 M 公司进一 步提升产品创新能力。于消费者，有更多品牌、产品进行消费和选择；于公司，差异化 战略，提升市场竞争力，打造品牌；于国家，促进经济发展，与企业发展相辅相成，有 助于国家企业提高产品创新能力，也符合国家创新发展的理念。 关键词，产品创新；创新管理；创新能力- II - Research on Innovation of Fishing Gear Products of M Company Abstract Fishing has always been a kind of self-cultivation activities, the ancients are the sam e, modern people are the same, fishing gear products have become people's leisure and e ntertainment products. The demand for recreational fishing products has increased rapidly and has become a force that can not be ignored in the service economy.As a result of t he increase of income, health awareness, quality of life, spiritual pursuit, scientific and te chnological progress, the improvement of national systematization and innovation, and ma ny other macro and micro factors, China will be brought into a well-off era in an all-rou nd way. Based on this prospect, due to the successful promotion of supply-side reform, p eople's high-quality life era has gradually formed, facing the changing market demand, w hich determines that enterprises can survive in fierce competition and recognize and solv e the problem of product innovation. It is an effective way to strive to improve the comp etitiveness, viability, innovation, establish national brand and promote national developme nt. In this paper, the innovation of fishing tackle products in M company is studied.Thr ough field market research, questionnaires, literature research and other methods to study product innovation management issues, the main research is divided into the following p arts: The first part of the fishing gear industry at home and abroad status and value signi ficance of the topic are summarized, introduced the main content, methods and ideas of t he framework. The second part summarizes the concept of product innovation and related theories. This part introduces the theory of product innovation, product innovation mana gement, enterprise life cycle and product life cycle, and analyses the content and characte ristics of product innovation and management. The third part introduces the company's cu rrent situation and product innovation issues. This part introduces the team, innovation pr ocess and innovation products of M company. Through questionnaire, field visits, commu nication and other methods, it summarizes the problems existing in M company's product innovation: weak innovation team, lack of product managers in real sense; product innov ation process updating and upgrading. It is slow to develop; the new product cycle is lon g, and it can not meet the market demand. The fourth part is the analysis of product inn ovation environment and management problems. This paper introduces the market enviro nment, competition environment and internal environment of enterprise development. Sec ondly, it analyses the different management problems corresponding to the problems of p- III - roduct innovation. In the fifth part, in order to solve the problem of product innovation, t he response strategies are put forward from three aspects: the establishment of effective r esearch and development team, innovation team performance management, innovation tea m incentive mechanism, product innovation process optimization scheme design, product innovation process optimization implementation guarantee, private customization, product design and other dimensions. Through this study, valuable opinions and suggestions are provided for M company's product innovation, which is conducive to M company's further improvement of product innovation ability. For consumers: more brands and products to consume and choose; fo r companies: differentiation strategy, enhance market competitiveness, create brand; for c ountries: promote economic development, and complement enterprise development, help n ational enterprises to improve product innovation ability, also in line with the concept of national innovation and development. Key Words，product innovation;innovation management; innovation ability- IV - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪论..............................................................................................................................1 1.1 选题背景与研究意义.......................................................................................1 1.2 研究内容与研究方法.......................................................................................4 1.3 研究思路与框架结构.......................................................................................5 2 相关理论概述与分析方法..........................................................................................6 2.1 产品创新基本概念及理论方法.......................................................................6 2.2 产品创新管理理论...........................................................................................8 2.3 企业及产品生命周期理论...............................................................................9 3 M 公司产品创新现状与问题...................................................................................12 3.1 M 公司的企业背景 ........................................................................................12 3.2 M 公司产品创新现状与问题........................................................................16 3.2.1 创新团队薄弱，缺少专职产品经理..................................................16 3.2.2 产品创新流程更新进展缓慢..............................................................18 3.2.3 新产品周期长，不能满足市场需求..................................................19 4 M 公司产品创新环境与问题分析...........................................................................22 4.1 产品创新内外环境分析.................................................................................22 4.1.1 产品的市场环境..................................................................................22 4.1.2 产品的竞争环境...........................................................