Research On Optimization Of PMF Company’s New Product Development Process

With the continuous development of economic globalization,the competition in market is becoming more and more fierce,enterprises need to continuously launch new products to keep their competitiveness.However,the increasing intelligence of products has caused the threshold and complexity of new product development to become higher and higher.At the same time,the ambiguity of user demands becomes a huge challenge to the new product development management.In this environment,researching and developing new products that meet the market demand with commercial value to ensure the success rate of new product development and the sustainable development of enterprise,the optimization of new product development process has become a key factor.PMF company is a subsidiary of a world-renowned electronic product corporation,after decades of development,the company has been quite influential with market reputation,technology accumulation and high brand recognition.However,in recent years,it has not been able to adapt well to the rapidly changing market with successive cases of poor sales of new products.New product development has exposed a series of problems,such as market requirement bias due to insufficient user or market demand surveys,and quality issues caused by imperfect product development and testing process.The new product development process and corresponding organizational structure need to be improved as soon as possible.Through the research of IPD(integrated product development),VE(value engineering),BPR(business process reengineering)and related strategic theory,combining with the characteristics and problems faced by PMF enterprises,this thesis conducts in-depth research on the new product development process including user demand analysis,organizational structure and specific development activities,puts forward optimization measures,to improve the management level and market competitiveness of new product development.At the same time,for traditional manufacturing and large entity enterprises,the cases mentioned also can be seen as a reference.