| With the globalization of economic development,the competition among companies is becoming increasingly severe. In order to keep company's advantage in the competition, we must enforce innovative capability of product, shorten development cycle and increase degree of customization, at same time, we have to reduce cost, maintain product quality and good after-service. And the development of new product concepts is the critical point of meeting these requirements, and greatly influences function, performance and cost of new product as well as the customer's acceptation. Because the development of product concepts not only relate the potential demand and partiality for demand but relate the definition of products .In another word, it change the potential demand and partiality for demand into the function and performance of new product, and new product concepts'follow-up detailed designing, producing and selling are base on the development of it. Therefore, whether the development of product concepts accurately grasp the future market and customer demand, will directly impact the follow-up detailed design, producing and selling of new product. And the development of new product concepts is critical to the competition of the future product and enterprise.However, according to a study abroad: Every seven new product ideas, four enter into the detailed design stage, and one and half enter into the detailed design stage, the only one to succeed. Another study indicate that every 11 new product ideas ,3 enter into the detailed design stage ,1.3 enter into market, only 1 gets commercial success. Recently, in the survey of product development and Management Association (PDMA), this data is 7:1. What's worse, in American companies, 46 percent of money, which is spent on product development and commercialization, is wasted with the cancelled product, and duce to the insufficient return of funds of certain product Project, some of money is wasted also. Thus, the inefficient management capability of the development of new product concepts cannot make enterprise resources maximized. In view of this, Robert ? G ? Cooper started to work on lots of the best practice surveys and studies, and comparing the success product projects and the failure product projects, he found that there were a lots of problems and shortcomings with the development of new products, and summed up the key factors of the success of new products, at same time, he came up Stage-Gate Systems, which is used broadly and Greatly improves the performance of product. Cooper specially stressed on the position and the role of the development of new product concepts in the management of NPD, and made a corresponding improvement measures. Meanwhile the domestic scholars'investigations of the development of new product concepts indicated that there are a lot of problem and shortcoming, similar with the foreign conditions.Such as absent of the regulate process and a complete assessment system……and so on .Based on the detailed analysis of the strategic significance of the development of new products concept in the paper, shows that it has become a constraint to Chinese enterprises'innovation management. Therefore, in order to meet the practical demands of enterprises'development, we must research the process management of the development of new product concepts.Therefore, based on the method of Stage-Gate Systems, this paper come up with a systemic management scheme to improve it, combined with the status of our enterprises'process management of the development of new product concepts in the theory and practice, Meanwhile, our country has been pushing the Science and Technology Innovation to be one of the basic policies of our country, as well as the government has already carried out certain positive policies to assist and inspire company to execute innovations. As the main body to implement the innovation policies, and facing the pressure coming from outside, Every company has to truly do something to become a constantly changing organization, what means to be an innovation organization. Concerning about the crucial status of product innovation in the innovation system for a company, it has become a critical part. At the same time, the development of new product concepts as an important part of NPD project naturally became top priority. But with a poor condition of resources, management, organization, the capability of innovation and the high rate of failure and so forth, our companies need a practical and effective management system to help them to be better in the development of new product concepts and get outstanding achievement.This paper refers to the Stage-Gate Systems and correctly introduces the Market-Oriented, solving the following three main issues:Firstly, by the analysis of the Stage-Gate Systems and the Market-Oriented, this paper presents how to use the two of methods within our enterprises, and affirms the guiding value of their applications. Secondly, Based on the learning from predecessors, this paper improve the process model of the development of new product concepts, adding the new product concepts'Final evaluation and lessons learned links, which guides and improves enterprises'learning ability.Lastly, According to the application method of the Stage-Gate Systems, the paper systemically sets up a management system which is called Market-Oriented Management System of the Development of New Product Concepts. It'll effectively enhance our enterprises'product innovation and management. Firstly, the paper identifies a market-oriented strategic positioning of new products and reengineers the traditional development process of new product concepts, building and improving an evaluation system, the organization management, culture, information systems, and the system of external cooperation.This paper on building a Market-Oriented Management System of the Development of New Product Concepts not only enriches the existing theoretical foundation, but improves the existing new product development process management of the practice, providing a sound implementation scheme and owning practical significance. |
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