Research On New Product Development Optimization Strategy Of Z Beer Company

After the establishment of the People’s Republic of China,Chinese beer industry developed rapidly.In 2002,beer production of China reached 23.86 million tons,surpassing the United States to become the world’s largest beer producer for the first time.Z Beer Company is a state-owned regional medium-sized beer enterprise,which has a good reputation in the Chinese beer industry for its leading technology.Currently,the domestic beer industry is facing a period of transformation and upgrading,and Z Beer Company urgently needs to explore its own resources and its leading advantage in beer development technology to seize the opportunity of the industry situation change.Taking Z Beer Company as an example,this paper points out that the main problems of its marketing and new product development strategies are lack of effective market research and the disconnection between new product development and marketing,lack of synergy in works and activities related to marketing and new product development.And then using case study method,from the Chinese beer industry development trend and competition pattern,new product development strategy of Z Beer Company main competitors,Z Beer Company new product development strategy,this paper uses SWOT matrix on analysis to obtain the development trend of Chinese beer industry and Z Beer Company’s core competitiveness,puts forward the optimization direction of Z Beer Company new product development: in the new product concept test step,it should be combined with experimental research and experiential marketing,adding interaction with consumers,introducing other resources of the company to participate in the collaborative interaction with consumers,so as to improve the utilization rate of input resources.Finally,a solution to optimize the strategy of the concept test method in the new product development process is proposed,that is trying to construct a feasible product concept test management program focused on consumer experience,according to the actual situation of Z Beer Company.This framework is divided into three levels and three dimensions to build a product concept test implementation strategy focused on consumer experience.The three levels are the internal staff level,the services zone level and the external level.The three dimensions are practical operation dimension,e-commerce/big data dimension and company beer cultural publicity dimension.And it is also the innovation of this paper.Hopefully this paper could help Z Beer Company to develop and adjust new products in the future,to create its characteristic competitive advantage.Hopefully this paper could also provide some practical reference for domestic beer enterprises with common problems.