After choosing the development field of technological innovation and the target market, enterprises need to conceive how to solve the problems in the target market, or how to seize the possible business opportunities. To form an innovative idea, we need to establish a perfect management system, follow the appropriate generating process and adopt effective conceptual techniques.

The structural elements of the innovative conception management system are as follows: establishing the generating system of innovative conception, including the process of conception and the technique of conception; determining the criteria for evaluating conception to screen innovative conception; establishing a conception base to collect innovative conception of products and services from employees, customers and suppliers, and rewarding creative conception; The creative thinking ability of physical workers: question-observation-communication-experiment.

Creation and perfection of innovative ideas is an evolutionary process that includes proposing, separating, merging, remodeling, modifying and upgrading. It can be divided into three stages: defining problems, generating ideas and screening ideas.

Commonly used innovative conceptual process methods are: brainstorming is a method of generating innovative ideas by using the self-motivation and mutual motivation of group members'behavior. Its basic process is to familiarize all participants with the rules in advance and define the problems to be solved. Participants constantly put forward through intellectual agitation. The idea of solving the problem is finally the idea of evaluating and screening.

The synthetical photography method is to stimulate group creativity by convening meetings and using non-inferential factors. The process is divided into several stages: familiar with the problem, far away from the problem, forced combination and conception generation.

Common techniques of innovative conception include inventive problem solving theory (TRIZ), which is a method of systematically generating innovative conception; enumeration method lists the characteristics, shortcomings and hope points of the research object, analyses them one by one, and seeks to improve the conception; hypothesis method enlightens innovative conception by asking questions; associations are produced by associations of different things. Creative conception; Analogy produces conception by analogy between different things; Combination method forms innovative conception by combining unrelated things, methods and forms.

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