The Study On Strategy Of New Product Development For JinJian Rice Industry Co.,Ltd

Under market economy condition, along with economical development and people's living standard enhancement, people's meals structure improves continuously, which has provided an equal competition opportunity for companies in the food industry. It is an important task for Jinjian Rice Industry Co. to find out on how to grasp the opportunity, to develop the product suitable for sale, to satisfy the desire of consumer demand, to plan the new product development strategy, and to integrate the achievement of product development with market demand. The management of JinJian Rice Industry has fully understood these issues, and formulated an explicit development goal and the development strategy for new product development. These strategies have been implemented in the company's management.This article has first analyzed the current status of JinJian Rice Industry in food profession and its development condition. This article analyzed the importance and feasibility of new product development in JinJian Rice Industry. This paper suggested that the present situation and the development tendency of food processing industry in our country, and JinJian Rice Industry's management condition determined that JinJian Rice Industry should concentrates in convenience food, function food and the green foods. In comparison to many domestic companies in food processing industry, JinJian Rice Industry possesses a very strong competitive advantage, therefore it possesses the ability to develop new product in food industry.Then, this article explored strategy of new product development, with consideration in company's superiority and inferiority in product development process. The presentation of relationship between new product development strategy and enterprise development was supported by evidence of technical strength, brand foundation, capital strength and human resources.Finally, the article analyzed the operational mode of new product development, which covered a number of basic steps. This paper also discussed the organizational structure of development team as well as the control strategy of new product development, which delivered a more complete strategy for the Jinjian Rice Industry to carry on new product development. At the same time this paper also carried on the exploration to the risk factors in the process of new product development, and has produced concrete measures of risk prevention.