The New Product Development Strategy Of Shaanxi Construction Machinery Co.,Ltd.

According to the circumstances and the available sources, in order to acquire the long-term and stable development the company applies the new-product developing strategy which is the general developing target and means design for the new products. It is also the short-time plan of the functional authority of which the managers can more clearly realize their responsibility and demanding in the process of applying the company's general strategy, and then they will efficiently manage to fulfil the targetBecause lacking of this new-products developing strategy, Shaanxi Construction Machinery Co., Ltd. meets more difficulties in the process of the new-products development This paper based on the current of the new-products development situation and the percentage of the major products in the market of SCMC discusses the problem of development, and analyzes several products by using Boston Matrix and the life cyclicity. This paper also analyzes the general circumstances of the road-building machinery and predicts its developing tender and the demand of the major product. Based on analyzing the potentiality of the production, the sales, the developing and the financial the paper predicts the core competition of SCMC, the opportunity and the threat, and the advantage and the disadvantage of SCMC by using SWOT matrix, so the position of SCMC was decided and the correlated strategy was selected. From market, product and technique this paper thoroughly plans the new-product development of SCMC, that is, SCMC should co-operate with foreign companies while introducing the advanced technique and lower the risk of developing new product by using all advanced technique, and then SCMC would use the market to get financial andtechnical accumulation. Based on road-building machinery the company will enlarge to other fields and markets.