Research On New Product Introduction Management Of K Company

New MEMS microphone products of K Company are an important strategy for the company to develop the market.In order to meet the changing market demand,seize the market opportunities and create more profits for the company,how to launch new products in the market before competitors has become the core strategic task of the company.Reviewing the development of K Company in MEMS microphone industry,K Company launched the MEMS microphone into the market for the first time in the world in 2003,creating a precedent for MEMS microphone to enter the commercial market,and it is the world leader in the MEMS microphone market.However,with the entry of competitors' Goertek,AAC Technologies and STMicroelectronics,K's dominant position in the MEMS microphone market has been weakened,and its market share has dropped from 83% in 2010 to 60% now.Meanwhile,many local MEMS microphone manufacturers have made breakthroughs in the mid-market.In addition,Goertek and AAC technologies are challenging K for leadership.MEMS microphone market is in the period of rapid development,the market is constantly emerging all kinds of new technologies and new products,and how to lead competitors to launch new products into the market has become a major strategic goal of the company's development.As the largest production base of K Company in the world,Suzhou factory undertakes major production tasks,among which the task of new product introduction s particularly important.At present,the NPI department of the company urgently needs to solve the problems of shortening the NPI cycle,reducing the NPI cost,improving the quality level of new products and improving the NPI efficiency.New product introduction and the theory of project management application in this paper,according to "ask questions-analysis problem-problem solving" research train of thought,in view of the company K in new product introduction management in the existing problems,and find the improvement plan,and then improved the NPI management of K company,the time management,cost management,quality management and communication management conducted a series of optimization,is divided into six chapters.The first chapter is the introduction,which mainly introduces the research background,research significance,research ideas and research methods.The second chapter is the theoretical basis,mainly introduces the new product introduction theory and project management theory.The third chapter is the basic introduction of K Company,focusing on the company's current NPI management status and implementation characteristics,and from a number of aspects of K company NPI management problems are analyzed.The fourth chapter is aimed at the problems in the third chapter,put forward the improvement plan.The fifth chapter is the implementation effect.Aiming at the improvement practice of the new product V introduction,the author mainly introduces the improvement activities in the promotion process and tracks the implementation effect.Chapter six is the conclusion,which summarizes the practical effect and experience of new product introduction.Through in the import of new products V scheme for practice and has made remarkable achievements,the import of new products V time 1 month ahead of schedule,successfully defeated rival to the order of 70% of the customer,the client's defective rate down to the lowest 10 DPPM,greatly improve the customer satisfaction,also laid the future direction of the company's new product introduction management direction.K Company's NPI management optimization has basically achieved the expected improvement objectives and obtained some valuable research results.I hope it can provide some useful experience and methods for modern electronic enterprises in NPI,which can be used in other companies or companies interested in the industry.