New Product Development Problems And Strategy Research Of Yinguang Corporation

Since we joined the WTO, the enterprises of our country entered the competitive environment of globe economy. The varies industrial protection policy the enterprises enjoyed originally disappeared gradually, the competition the enterprises faced become more fiercely. The new product development becomes one of the important ways of the existence and the development of the enterprise. Product is the life of the enterprise, only if the enterprise developed out the new product with high technology, strong market competition force and good benefit, could it win the competitor in the fiercely competition and take the favorable position.In this thesis, The new product development management of Yinguang corporation is taken as the research object, applying the technology innovation organization theory, motivation theory, and interface management theory, starting from the present status of new product development management of Yinguang corporation, utilizing many study means such as the questionnaire method, the main problems of Yinguang corporation in the new product development management is found. These problems, i.e. the new product development expense, the interface management between different divisions in the new product development, new product development organization, new product development project selection and evaluation method and new product development stuff motivation, etc. are analyzed, so the main causes are found out, furthermore, the respective improvement strategies are proposed. These strategy is benefit for the improvement of the new product development value and has the important value for improvement of the enterprise's own competitive force.