| China built up its refractory industrial since 1950,Refractory business now been set up its completed system after 60 years rapid growth.Chinese refractory enterprise quantity keep increasing in recently years,furthermore,the international refractory group also showing a high degree of participation to China market,business competition get more critical,X Co.entered China market since 1998,rather than serious market competition,X took a good opportunity as China Steel industrial expending during the years.It is keeping strategy steer in line with business development,focus on technology innovation,explore new model of new product development,X had built up competed advantage by its sustainable development.The article uses five-force and SWOT analysis model,take X Co.as an example,focus on the problems confronted during new product development through customer investigation and fully discussion with refractory specialist & management,considering external environment,combine with X’s internal operations,using EFE(External Factor Evaluation)& IFE(Internal Factor Evaluation)matrix,give a qualitative analysis upon existing market competition and environment,analysis its internal strength and weak point on operations and strategy plans,furthermore,to explore strategy’s requirement on new product development,To optimize and redesign X’s existing new product development strategy,to offer a scientific instruction and supported by strategy plan for its low-end product development,meanwhile,integrated with “Made in China 2025” strategy,to offer a reference for its mid-to high end new product development.Finally,to build up the proactive measures base on the new strategy plan.Through study of X Co.shall offer theoretical and practical significance to refractory new product strategy and process development,to promote existing strategy plant,whilst offering a reference to new product development with Multi-Variety and Small-Batch production of industrial product manufacturer. |
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