Study On New Product Development Strategy In Maoming Ethylene Company And Implementation Process Of The BOPP

In recent years, Maoming Ethylene Company (MEC) is facing greatopportunities for development as well as serious competition from domesticand foreign competitors. The old large-scale petrochemical company arenewly built and expanded, and several other new ethylene projects also startedwith foreign investments. It is vital for the enterprise development to adjusttheir changing paces of product structure and product strategy. Developing thehigh value-added products is the base for the enterprise to increase corecompetence and improve the continuous development.Firstly, this thesis started with analyzing the present situation inchemical industry, combining developing opportunities of enterprise.Comprehensive analysis of the influential factors of both internal and externalenvironment to the product strategy was conducted. Influences from both themacro environment and the risk and chance of the whole industry on theproduct development were focused. The internal advantages and dis-advantages of management, techniques and human resources in the MEC wereanalyzed by SWOT.Secondly, this thesis compared the ability of financial situation,development, control, technological innovation, and market developmentusing the performance evaluation system. New product development strategywas proposed to direct the development of new product, optimize organizationstructure, adjust product structure, and produce high value-added products.Then, through analysis of current situations and existing issues of MEC,business process re-engineering(BPR) and optimization of new productdevelopment process, the thesis proposed organizational support structure andpointed out the potential risks and management of risks in new productdevelopment. Finally the thesis investigated how to carry out new productdevelopment strategy with a major product–polypropylene film. Thedevelopment process included: using principles of system engineering todesign new product development procedure, using surveys to determineattributes of new product, setting new product technical operating parametersby comparison test, and using PDCA management cycling method to improveproduct quality and to get the product with correct properties to market.