Managing Process Reengineering Of New Products Developing In Automotive A/C System

Coming into 21 century, Chinese automobile parts manufacturing industry and automotive A/C industry are facing intense marketing competition. For them, developing new competitive products is the way of getting successful. Compare with the developed country, Chinese industry generally lack for a suit of specialized and systemic managing process for new products, so it is difficult to meet customer's requirements of TQC. Changing conventional mode and using mature theory of item management is the certain way for domestic automotive parts manufacturing industry.This paper selects Shanghai Delphi automotive air-condition systems Co.Ltd(SDAAC), a domestic large-scale automotive A/C manufacturing industry, as research object. Based on the illumination of domestic and overseas automotive parts manufacturing industry's characteristics of new products developing process, this paper analysis the current process of new products developing of SDAAC,indicates its disadvantage, and sets up the reengineering target.The theory of this paper referenced are based as follows: 15 critical success factors for new products,Stage-gateTM,Combined management,a comprehensive evaluation method of weighting coefficients(subjective weighting methods,objective weighting methods).Under the current situation of domestic automotive parts manufacturing industry been faced, this paper first introduces the theory of Stage-gateTM and Combined management, and then rebuilds the Stage-gateTM process for SDAAC. New process overcomes the disadvantage of old process, which sets up the selecting mode (based on the market),makes use of the parallel working way and has strict process for control in each phase. So new process ensures new items can be completed on time and meet with the requirements, which enhances the success probability of new item.Another innovation of this paper is Combined Management of new products developing. Making use of comprehensive evaluation method of weighting coefficients, and using the following elements as evaluating standard: ECV(Expected Commercial Value ),Technical superiority,Marketing attraction of vehicle,Time urgency and Strategic coherence , this paper compares all the new items synthetically, and sequences them according to their significance. This work can give the leaders reference for their marketing strategic decision and resource collocating of company.