Research On The Optimization Of SPD Product Development Management Strategy Of SE Company

SE company is one of the world’s top 500 multinational enterprise,focusing on the electrical and automation business.Since entering the Chinese market in the late1980 s,it has maintained a high growth rate.SE company’s main business is power distribution management and automation products,include MCB(micro circuit breakers),MCCB(molded case circuit breakers),ACB(air circuit breakers),ATSE(automatic transfer switching equipment),SPD(surge protection devices),isolating switches and other low-voltage power distribution equipment,as well as PLC,inverter and other automation equipment.From 2018,SE’s SPD product’s sales has become the top one of the China SPD market.But SE’s SPD business still has its own problems.Firstly,the product development cycle is very long.It causes the slow speed of new products launched and makes it impossible to keep up with the pace of domestic competitors.Secondly,the product cost is very high.Thirdly,the product portfolio of SE is unbalanced,which is mainly manifested in three aspects.Firstly,the price concentration is too high,which is basically concentrated in the high-end market.Secondly,the industry concentration is too high,most are sold to the construction market,resulting in the poor toughness of the product portfolio and low risk resistance.Finally,too many product lines waste company resources.Aiming at the problem of long development cycle of new products,this thesis uses the stage-gate system to optimize the development management process,uses the concurrent engineering method and Arrow Diagram Method to optimize the project plan,and uses the methods of performance management and matrix organization to improve the supervision and control of the project schedule.Aiming at the problem that the product cost is too high,this thesis puts forwards to use the objective cost management method to face the product production cost and uses the value engineering method to find the combination point of function and cost to improve the product value.Aiming at the problem of unbalanced product portfolio,this thesis puts forward to use multi-brand strategy to implement low product strategy and expands product portfolio with industry dedicated products to improve product combination of tenacity and ability to resist risk.Finally,this thesis uses BCG matrix method to analyze the product portfolio and gives the proposed solution.And,this thesis introduces the application of the mode of customer participation in development,which can improve the development cycle,reduce the cost and improve the success rate of new product development.