The Research Of The New Product Development Evaluation System For Company A

In today’s society, with the increasingly fierce competition, in order to survive anddevelop, most of the companies have had the new product development as thefundamental pillar to enhance the core competitiveness. However, in the face of fiercemarket competition and customer demand, with the company limited resources, how todevelop new products more effective is the main problem for all the companies. Therefore,the correct evaluation of new product development is the key to the success of newproduct exploitation effect.Company A is one well-known company in Chinese aluminum processing industry, italso select new product development as an important strategy for company developmentcomponent. Based on the analysis of new products development actual situation withCompany A, one new product development evaluation system for Company A has beenestablished, which not only has theoretical value, also has important practical significancefor company’s survival and development.Based on the research of relevant literature at home and abroad, this paper reviewedthe research situation in related field, expounds the basic concept of new productdevelopment and the related theory. With the theory guide, the actual new productdevelopment situation of Company A has been analyzed; the issues in the new productdevelopment project selection and evaluation have been raised.In this paper, based on the actual situation of Company A, the paper raises theevaluation principle for the new product development: the new product development mustmeet the company develop strategy. After an in-depth analysis of company developstrategy, the paper innovative raised one new model for new product development, withthe use of balanced scorecard for index model, use the utility equivalence principle forstrategy evaluation benchmark, use strategy map to show the relevant of index, use expertscompare evaluation method and AHP for the index weight setup model, also according tothe actual new product development situation, setup the combination optimizationevaluation strategy and stage review strategy, all together to establish the complete new product development evaluation model. Finally, with the Company A’s new enterprisedevelopment strategy and plan for new product development, use Delphi method tocommunicate with the related company management persons and expert team, then themodel index weight and strategic benchmark was development with the communicatedresult, after the review of Company A’s new product development selection and evaluation,the validity of model has been confirmed.