New Product Development Strategy Based On Customer Participation And Application Analysis At N Corporation

Under economy globalization, enterprises in manufacture industry have to allocate resources globally in order to reduce labor cost and raw material cost. Global corporations move factories to countries and regions where cost is cheaper. Marketing competition in manufacture industry becomes fiercer and fiercer. In China, due to labor cost increase rapidly in recent years, advantage of lower cost is losing gradually. Competition among enterprises in manufacture in China is even fiercer. To survive and grow, enterprises in manufacture have to possess strong ability of new product development. Have to develop products to satisfy customers as more as possible in shortest time period and at lowest product cost. New product development became an essential step of enterprise production and operation. It plays the key role in marketing completion more and more.Aiming at the new product development of N company, analyze the procedure of new product development in the past. N company has some failure cases from the products developed in the past. One important reason was the disconnection between R&D and customers. During the new product development process, R&D didn’t interact with the customers in the markets, just developed the product independently, and then marketing department and sales people introduced the products to the markets. It caused the dissatisfaction of product development success rate. After launching, there were some differences between the products and customers’ desired products, some products had to be recalled and improved again, and then the company launched the products again. In order to increase performance of new product development, enhance customer satisfactory rate, a new product development strategy was determined. Customers were involved to the different phases of new product development. During the different phases of new product development, R&D interacted with customers and understood the ideas, requirements and comments from customers, then modified the product design until customers were satisfied, and then introduced the product to the markets. Customer participation in new product development could increase customer satisfaction and increase product development success rate effectively.This article has a touch on the field of new product development strategy based on customer participation. Through the research and real cases study, conclusions are drawn. Customer participation and customer satisfaction are essential to the new product development. Nowadays customer participation is applied to practice in many enterprises in service industry, but for most enterprises in manufacture industry customer participation is not applied to product development. The outcome of this article would support the comprehensive implementation of new product development strategy based on customer participation for N corporation. It would be benefit for increasing performance of new product development,enhancing new product development success rate for enterprises in manufacture industry。...