Research On The CPT’ New Product Development Strategy

At present, our society has developed from survival period to the developing period. The main purpose of developed-period society is to promote people’s comprehensive development. And "to construct the national’s new healthy way of life" is the fundamental way to promote people’s health. After the 2008 Beijing Olympics, the central government stresses clearly to realize the development of competitive sports and mass sports harmoniously and issued a series of policies and measures to promote the development of national fitness campaign. Under this condition, the CPT Company made a series of adjustment for enterprise strategy. This article uses the literature material method, expert interview method and on-the-spot investigation method to make analysis of the new product development strategy of the CPT Company.1. In the early development stage of CPT Company, it’s sports nutrition products are mainly take the competitive sports and professional athletes as its target market. All the products are fit for the professional athletes. The strategy of enterprise development has adapted to the development of the competitive sports under the "whole states" sport system and eases the doping issue in Chinese athletes in a degree and make up for the blank of domestic sports nutrition food industry. The company made a great contribution to our country’s sport achievement.2. In order to develop new products, the CPT Company change its structure from linear structure which only serve for the competition sport market to the service structure which serve for both competitive sport. In the development process, the cores of the process are finding for originality, making marketing strategy and product development. The company chooses its target market according to the market needs, and provides different products according to different segment market character and needs.3. The challenges of the product developing that the company faces are from different level:first the challenge from developed countries’ sport nutrition food industry; second, sports nutrition knowledge of fitness crowd in domestic has yet to be brought to rise; third, the challenge of a diversified enterprise distribution channels; forth, the challenges brought by different professional talent shortage.Based on the above analysis, the article provides the following suggestions:first, from the government level, the related management department should improve the related law and principles, strengthen the management to the sport nutrition food production enterprise and create a good external environment for the enterprises’healthy development and the market functioning orderly. Second, the government’s function is going to change in the future, the market is to play a decisive role in resource allocation. From this aspect, the industry association should play an important role. As the standing council of China sports nutrition food industry association, the CPT Company should take the opportunity to play a greater role. Third, the company should keep promoting its developing ability and the brand fame in order to deal with the competition from foreign famous brand; the company should optimize its present two distribution channels of the market and attract different professional talents by various recruitments to build a comprehensive research and development group.