Study On New Product Development And Promotion Management Of Nale Company

Research and development of new products is a necessary condition for the important status of the biological medicine enterprises in the market competition. Nale Bio-Technology Co. Ltd, founded in 2009, is a high-tech enterprise, since 2012, the company has experienced a restructuring, uses the existing resources and enters the health care industry, but in the actual process of new product development and marketing it has encountered many problems, new product development process twists and turns, the market is also frequently stalled.This paper, employing product innovation theory and new product promotion theory, try to analyze the problems which the company encountered in the process of new product development and promotion in three parts. Firstly, owing to the lack of necessary technological innovation system and single product formulations, the competitive ability of new product is poor. Secondly, new product promotion of the company come to a deadlock due to the insufficiency of market research and the imperfection of market strategy during the promotion. Lastly, as a result of the shortage of human resource and the insufficient of fund investment in the company's security systems, the company's new product development and promotion was impeded to some extent.In view of the above problems in the process of new product development and promotion, combined with the company's own characteristics, Nale Bio-Technology Co. Ltd has made research and put forward the strategy of the company in optimizing the development and promotion of the problem, mainly from the following aspects:first, optimize the research and development of investment and configuration. The company will establish the company's technological innovation system, and carry out research cooperation. Second, it will focus on the market research and marketing strategy planning before new product marketing, so that the company's new product promotion process will be more smoothly. Third, through the introduction of top-level talents and the establishment of scientific talents incentive mechanism, the company can optimize the company's current human resources system, and expand the company's existing financing channels, and ultimately make the company's support system more perfect.