Study On The Performance Improvement Strategy Of Enterprise New Product Development

New product development is the key activity of enterprise survival and development.New product development activities in the manufacturing industry are particularly frequent.Enterprises often invest a lot of resources in this activity.With rapid technological changes and increasingly mature consumer expectations,the pressure of market competition is even greater.Committed to new product development has become the main way for enterprises to adapt to a rapidly changing environment.Accelerating product innovation and improving new product development performance have become vital driving forces for both developing countries and developed countries.How to improve new product development performance has become a concern of many enterprises.This paper selects the automotive electronics and civil electrical equipment industry as the case study industrial scenario.Two joint ventures of manufacturing industry are selected as research samples,and a double case comparison study method was adopted.The study results analyze how companies explore new product development strategies in two different industry contexts.The study found the impact of different industry characteristics and corporate resource abundance on new product development strategies.If the product development process is predictable,there are mature and rigorous development processes,and the industry market development trend is stable,such as the automotive electronics industry,Compress Model can effectively improve the performance of new product development;if the industry market changes rapidly,such as the rapid consumption of the electrical equipment industry,the Experience Model is more suitable for improving the performance of new product development.Furthermore,the study has verify that supplier participation and computer assisted design have a positive impact on the improvement of new product development performance of manufacturing enterprises.It could has a certain significance for the selection of enterprise new product development strategies.