Research On Integrated Product Development’s Application To Primaxx Company

In the21st century, with the global economic integration’s development, the competitionin the consumer electronics market is increasingly intense. The electronics manufacturingindustry is facing unprecedented challenges. The market is characterized by the short lifecycle of electronic products, the frequent product replacements and the downward productprices. On the other hand, it is explained by the diversified customer needs, the focus onproduct features, quality, performance and service, and the product customization.Furthermore, the domestic and international consumer electronics market is still in thedoldrums after the international financial crisis in2008and the consumer become picky andmore sensitive to product prices. The traditional product development models, productionmethods and technical means are unable to adapt to the changes in the market. In order tosurvive in the market, the companies in the world have to apply a series of state-of-the-artproduct development management model to enhance their competitiveness. IntegratedProduct Development, as an advanced product development management model, has becomea set of system tools and strategies widely adopted by the world-class enterprises.The object of this research is Primaxx Company, the mainly theoretical basis isIntegrated Product Development theory and the purpose of this article is to find out a suitableresearch and development management model for Primaxx Company in deep difficulty. Thisarticle, firstly, summarizes the theory and the status of domestic and international productdevelopment management, expounding the theory of the development of new products andBPR, illustrating the core idea and the overall framework of IPD. Then it describes the statusof the company’s product research and development, analyzing the product market strategy,organizational structure, product development process, quality management system, etc. andidentifying the problems. After that, the article proposes the establishment of integratedproduct development model to the Primaxx on the basis of company’s current situation, andelaborates on the solution. Finally, the implementation measures and strategies of the IPD areprovided. The research methods used include observation method, literature research method,field survey method, case study method and descriptive study method.