| Facing the drastic market competition, to carry out the NPD (New Product Development) projects has become an important measure for the modern enterprise to constantly get new competitive advantage, and the new product competition has been one of the core areas of enterprise competition. However, the influence of the failure of the NPD projects is also tragedy, which not only wastes human and material resource but also wastes the valuable opportunities and time.The main purpose of this paper is to systematically define the success criteria of enterprise NPD projects from the project level and enterprise level, and to systematically analyze and abstract the CSFs (Critical Success Factors). By using empirical study method, it designed two sets of questionnaire and made investigation on 107 companies which includes the large-scale, mid-scale and min-scale, and analyzed the difference between the success criteria and the CSFs under different factors influence, in order to provide some references to the theories and practices for enterprises to successfully implement NPD project in China.The main research achievements and conclusion are as follows:1. Considering from the aspect of the system, this paper supposes that the success criteria of the project should not only rest on the project itself, but also should make further consideration on the product level and enterprise strategy level. This paper establishes a hierarchy model for the enterprise NPD project success criteria, basing on this model it establishes the conception model of NPD project success criteria on the project aspect and the enterprise aspect. The paper supposed that based on the satisfaction of Iron Triangle criteria, the success criteria of NPD project which laces the project aspect should deeply pay attention to success criteria facing to the customer, finance and product, meanwhile, it should take the restriction of the Environment & Resource etc condition into consideration. The NPD project success criteria facing the enterprise aspect should be measured synthetically from the aspect of enterprise development, the whole efficiency and the resource environment.2. At the project level, the paper makes otherness analysis to the NPD project success criteria which under the influences of time and the product innovation. According to the statistic data, we found that the length of scaling time will bring evident difference among the enterprise NPD project success criteria, so it abstracts the success criteria separately featuring with the factors of being independent with time, giving priority to the short-term and giving priority to the long-term. From the results we also found that different type of new product's NPD project success criteria emphasize particularly on different aspects.3. At the enterprise level, the paper makes otherness analysis to the NPD project success criteria which under the influences of enterprise innovation strategy. According to the statistic data we found that the enterprises with different innovation strategies, their NPD projects success criteria emphasize particularly on different aspects. At the same time, we found that with the falling of the enterprise innovation, the most important success criteria transfer from the matter whether promote the enterprise development to the whole project efficiency, and the enterprise which has higher innovation pay more attention to the influence of the NPD project to the resource environment.4. This paper systematically analyzes and abstracts the CSFs of NPD project, and put forward the four-dimension model of NPD project CSFs. It constructs the four-dimension conception model of NPD project CSFs from the following four aspects: the NPD process, the NPD project organization and team, the enterprise leader level and the new product strategy, each aspect can be expanded to about three to five CSFs. These CSFs all got the validation of statistic data.5. This paper makes the otherness analysis to the NPD project CSFs which have different product innovation degree. According to the statistic data we found there are big differences among the CSFs of NPD project which have different product innovation degrees, relatively speaking, New to the Company, Improvements to Existing Products and the additions to existing product have more similar CSFs.6. This paper makes the otherness analysis to the NPD project CSFs which existed in the enterprise which has different innovation strategies. According to the statistic data we found the NPD project CSFs of the enterprises having different innovation strategies are evidently different. Meanwhile we find that with the falling of the enterprise innovation, the most important CSFs transfer from the new product strategy to the NPD process, the enterprise with higher innovation paid more attention to team communication, the leader flexible support and the enterprise innovation culture etc. factors, the enterprise with lower innovation paid more attention to the development skill, the project manager and leader solid support etc. factors.7. Based on the above research conclusions, this paper referred to the idea and conception of EFQM-model, establishing a NPD-PEM (New Product Development Project Excellence Model). The model explained the relationship between the NPD project CSFs and its success criteria.8. This paper constructs the conception model of the enterprise NPD porttblio organization pattern. On the basis of the analyzing the factor influencing to the NPD project of enterprise organization pattern, it emphasizes the influence of NPD product caused by different organization pattern, aiming to the challenge of the enterprise organization pattern transforms caused by the present several NPD product portfolio, the paper constructs a learning organization model which featured with the flexibility, openness, and cooperation and can reply effectively to the NPD portfolio.
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