Xiangrui Company's New Product Development Strategy Research

The competitions of enterprise is a competition of enterprise's technological strength after all, and product innovation is the main component of technological innovation. The experience that the outstanding enterprises of China and foreign countries succeeded indicates, innovation is the source of enterprise's competitiveness. At present, domestic PVC plastic profile trade's low-level construction is serious, the price war grows in intensity. Xiangrui has to make and complement new product development strategy, in order to avoid the head-on competition against the big enterprises, develop new products, take possession of the new market, increase the added value of the products, fully utilize production capacity of the existing equipment, give play to its scale merit. Through implementing the new product development strategy successfully , Xiangrui will improve its technological strength and economic strength, cultivate its core competitiveness, so as to build itself into leading enterprise of the trade in the technology.This paper utilizes the relevant theories of strategic management and economics. It has carried on deep research to the internal and external environment of the company. On this basis, it has put forward the strategic objective of new product development, established the management system of new product development, made talented person strategy and famous-green-brand strategy, and planned new product projects. At last, it has made economic technology assessment for theimplemented and implementing new product projects. The achievement of the research has pointed out the direction for Xiangrui company's new product development. It has important reference value for Zhuzhou chemical group to make its development strategy. It also has certain reference function for other enterprise to make their new product development strategies.