Research On The Product Development Direction Of Fangcao Company

As science and technology of present world is changing quickly with each passing day, and knowledge economy is peeping out, with new knowledge, new technology, and new idea coming forth and coming into utilization continually, product life cycle has been shortened very greatly. In the same time, developed countries have taken favorable position in international competition with the process of world economy integration, by taking advantage of their technology, economy, and brand. Thus, the traditional industries of our country face with unprecedented challenge and pressure.This thesis is put forward on the background that the competition in china's toothpastes market is becoming more and more intense, complex, and international, searches for the product development direction that will be suit for Fangcao daily chemical Ltd, Co. and provides correspond measures for the development by starting the research from the analysis of the company's present situation of product development and deep studying and analyzing of the direction adopting the method of combining of macrocosmic with microcosmic, quantitative with qualitative, and theory with case analysis.This thesis applies the principles and newest viewpoints of the theories of product life cycle, technique innovation, strategy management, marketing, and project investment to look for backing points for determination of the company's product development direction from the aspects of external environment, internal capability of the company, the present condition of toothpastes industry, and the market competition condition. The thesis makes a quantitative decision by employing the method of fuzzy evaluation that the Fangcao company's productdevelopment direction is to meet the consumer's diversified demand through increasing the content of products' technique and the proportion of high quality products, making intensive market division and developing products of advanced function and sufficient additional value. According to the product development direction, the thesis offers a feasibility analysis for Fangcao company on the basis of analyzing the market opportunity, financing, and risk. In order to realize the target of the product development direction, an opinion of establishing effective incentive mechanism is brought forward with the suggestion of adopting the model of corporate product innovation to promote core technique ability and applying concurrent product development engineering to shorten product development period. Wish the product development direction and countermeasures provided by the thesis is fit for Fangcao company and of some help for the company to get rid of it's present difficulties, and also give some beneficial reference to the state-owned enterprise's product development.