Theory And Demonstration Research On Enterprise's New Product Evaluation

With the third science and technology revolution, which the main symbols, are atomic energy, microelectronics and new material. The modern enterprises' development strategy focus on the product development. New product development is related to the enterprise's existence and development. The evaluation of new product is an important activity in the procedure of new product development, which is the necessary tool to realize the new product development goal, the foundation to constitute the next new product strategy goal ,and the important ensurance to improve the efficiency of new product development.New product evaluation is a dynamic process and includes concept filtration, choosing the best product design ,and evaluating the market sale results. This paper researches the new product evaluation management issues, which include new product evaluation plan, organization and control. It states the difficulties of new product evaluation and the research method which combines quantitative analysis with qualitative analysis.Based on the researches of domestic and overseas scholars, combined with the new product development procedure, new product evaluation can be divided into new product concept evaluation, new product technology evaluation and market launch evaluation as well as new product performance evaluation. We design index system and evaluation models based on analysis of the characters of each stages. In the new product concept evaluation stage, the filtration method, which considers relative importance and effect of each factor of the multi-scheme, can be mainly adopted. In the new product technical evaluation stage, the AHP can be used to select the best new product design .In the new product launch stage, the methods such as the index evaluation, fuzzy comprehensive analysis, cash flow, finance analysis can be adopted in new product market opportunity select, market sale test evaluation and finance analysis.One of the key points of this paper is the new product performance evaluation which can be applied in the summarization and feedback of the evaluation system. We establish an index system to evaluate new product performance which based on the analysis of the effects of new product evaluation. It will give the enterprises instructive consult in controlling new product development.In the last section, this paper analyses two cases: the new product selection of HBHC (HuBei HongCheng General Purpose machine Ltd.) and the new product performance of WISCO (WuHan Iron and Steel (Group) Corp.). We apply fuzzy evaluation which based on AHP to select new product in HBHC. And we adopt the evaluation index system of new product performance to analyze new product performance in WISCO. The result shows the theory and practice are basically consistent and the methods are operable.