Research On Performance Improvement Strategy Of New Product Development In ZL Company

With the development of technology and increasingly fierce market competition,new product development is becoming increasingly important for enterprises.To maintain a competitive advantage in development,enterprises need to attach importance to improving the performance of new product development.However,ZL Company currently has problems with long new product development cycles and low on-time launch rates,which has led to low performance in new product development.In order to identify the reasons that affect the performance of ZL Company’s new product development,this article first summarizes the theories related to new product performance,customer participation,and cross functional teams.On this basis,combined with the characteristics of ZL Company’s reliance on cross functional teams for new product development and the fact that product requirements come from customers,through analysis of the product design process,it is believed that the company has obvious problems in three aspects: product design process,cross functional organizational collaboration,and customer participation methods that need to be improved.Firstly,there are problems such as low parallelism of the development process and too single new product development process in product design,Causing a disconnect between R&D and testing personnel in the product demand stage;Secondly,in terms of cross functional team collaboration,a single weak matrix organizational structure does not meet the current situation of the company’s new product development,leading to resource conflicts between projects and a lack of control over resources by project managers;Finally,in terms of customer participation,the low level of involvement of information source customers in new product development has led to issues with changes in subsequent development plans due to insufficient demand research in the early stages,which affects the overall development progress.Through research,it has been found that improving the parallelism of ZL company’s new product development process,optimizing the cross functional team organizational structure into a composite structure,and increasing customer participation in the new product development process can help the company improve team collaboration efficiency,accelerate the speed of new product development,shorten the development cycle,and achieve the effect of improving new product development performance.