Research On Product Development Strategy And The Product Developing Process Reengineering In Chang-an Corporation

In the United States, the most important factors for wining the competition is scale in 1960s, price in 1970s, quality in 1980s, market responsiveness in 1990s, and now in the 21~st century it is technology innovation. According to the research about the evolution of management strategy in the American manufacturing industry during these decades, we can find the inherent law and trends of enterprises development. Nowadays, domestic and international market is mostly typical of buyer's market, and a lot of industries have already faced the serious problem of supply exceeding the demand. The fundamental reason for this is some companies providing the same products or services all the time, whereas consumers and business order seekers make buying decisions rational. They will carefully choose one out of many providers. So it is impossible for a company to survive in competition if its product have no unique features or advantages based on a continuously innovation.At the same time, with the more quickly the speed of technique improvement, the more fierce of market competition and the more varieties of market demands, the product life cycle is then getting more and more short nowadays, the new generation of product is becoming more and more popular. The automobile manufacturingindustry is also facing the huge challenge of shortened period of the automobile product innovation and the globalization market. It is the only way of surviving in the heavy competition for a company with a fast responsive to the market demand and whose product satisfies customers' special needs. It is the only way of keeping competency of a company through philosophy innovation, management innovation and technology innovation.The market is a key factor for innovation, it is also a critical evaluation criteria of innovation effectiveness. Recently under the situation of buyer market, the market driven or market-techniques driven innovation is a popular way of product innovation. Based on the analysis of Chang-an automobile (group) company's external and internal environment, the re-construction of Chang-an automobile (group) company's automobile product developing system, and the way of how to successfully turning the traditional technique driven product development into modern market driven, are deeply dealt with in this paper. The thesis mainly includes the following contents:( 1 ) Inquiry into the basic theory of corporate strategy and products development strategy under the market economy environment, describe the basic principle and methods of product development activity design and the product development process reengineering, providing some basis of theory for the research of Chang-an automobile (group) in product development strategy and product development process reengineering.(2) Analyze the present situation of Chang-an automobile company's product development strategy and products develop process, and try to find out and analyze the problems with it.(3) Keeping with Chang-an corporation's present situation, putting forward the Chang-an automobile development strategy according to integrated strategy of difference and cost leadership on the market segments, and designing an automobile market information management system for Chang-an corporation, which incorporated the function of collection, analyzing, forecasting and publishing of market information, for the supporting of product development strategyimplementation.(4) Reconstruct the automobile product development process of Chang-an corporation, which includes three step of product plan, product technique research and production and marketing. Dispose the automobile development activities again for the corporation. Suggest a multi-product and multi-lever parallel process of new product development. Put forward an innovative design of automobile product development organization and the supporting platform for the product development techniques.