Study On New Product Development Planning Driven By Geographical Characters

The new product development planning assures modern enterprises to keep a firm footing in global competition, especially in the times of buyers' market, further more it is the origin of the enterprises' margin. At the same time, as the development of the technology and productivity, higher and higher the consumption level is advancing, severer and severer the competition between the enterprises is increasing, more and more the changes in economics, politics and social environment are taking. All these things make the market demand be in an uncertain place. Under the circumstances, the study on the geographical characters will help the new products hatchers in their works on analyzing the diversity of the district consumption demands and exploiting the competitive products which are focusing on consumers.Through packing up a great deal of datum and making field study, the author realized the status quo of the domestic enterprises especially the enterprises in consumable volume-producing. As well as, the author found that most of the enterprises are short of the study concerning the geographical information which impacts on consumption demands in the stage of the new product development. Although they had some elementary studies on geographical characters in partition of district market, subdivision of market, orientation of products, designing of products, programming of sales-network, combination of district sales, these studies cannot meet the consumers' diversity demands completely since they are short of the centralized management in the great deal of geographical attribute datum, uppermost they are short of the means and platform of information management.In allusion to these deficiencies, the author brought forward the model of district market partition by geographical characters driven, consumers' demands obtaining, products orientation analyzing and the methods about the consumers' demands diversion of geographical characters, the exploitation of geographical products, the design of geographical characters and the establishment of the district sales combination. And the model and methods brought forward here are on the correlative studies item about "the new product development planning driven by geographical characters", use for reference of the experiences inner and outer country, get going from the connotation of the new products development, and also take into account of the differential influence that geographical characters impact on consumers' demands.