Research On The New Product Development Strategy Of A Company

Under the background that the state strongly encourages "mass entrepreneurship and innovation",many traditional industries have been subverted by "Internet +".A large number of new business,new products and new services were born.Among them,a group of IOT technology startups based on the Internet and electronic technology developed very quickly.These companies have developed a large number of new products,which have brought convenience to people's lives,led to technological development and employment,as well as business prosperity.But among "Internet +" startups,success is rare,and most disappeared in the first few years.It is not difficult to find that the failure of new product development is an important reason of entrepreneurial failure.The new product development is a very uncertain process,and for a startup it is even more uncertain.New product development is both an opportunity and a challenge,with high risks and high returns.The success probability of new product development largely depends on the strategy adopted by the enterprise.In order to explore how to improve the success rate of new product development of startup companies,this paper takes the A Smart Home startup company as an example to make detailed analysis.Based on the investigation of relevant theories and literatures,divides the research scope into two aspects: product positioning and innovation,and development management.Then learn the practical experience from the mainstream new product development mode.This paper investigates the status quo of new product development of the A company,and analyzes the existing problems.The external environment and internal conditions of the A company are analyzed through SWOT strategy matrix.On this basis,the new product development strategy applicable to company A is proposed from the perspectives of new product positioning and innovation,development team communication management,development cost management,development process optimization management.From the perspective of market demand,organization management,capital chain and development process optimization,the implementation guarantee strategies are proposed.Finally,this paper proposes that the new product development strategy should be based on the correct enterprise strategy analysis,and ensure the success of product development effect and efficiency.It also needs the other departments to cooperate with the implementation guarantee scheme.