Y New Product Development Process Of Revelation, And China's Rapid Chain Restaurant Market

China is deepening its reforms and openings. People's living standards are improved considerably. Chinese style fast food industry therefore is facing a great challenge as well as opportunity. To meet the market economy's request of fast reaction, the business model of chained quick service restaurant (QSR, or fast food) becomes an important option.Chinese culture is proud of its 5000-year splendid history, it brings out the famous Chinese foods culture, which consists of excellent materials, unique cooking, and healthy life goals driving. Chinese contemporary quick service restaurant industry comes from traditional Chinese foods culture, it has great potentials but just because of the history burden, it is restricted to the growth of big and strong.Meanwhile from 1990's these famous multinationals QSR companies launched their business in China. They spread out an overwhelming fast food revolutionary in China. They are guided by modern concept and mode of how to operate chained fast food, and connected with Chinese practical situation. They grasp the opportunity of China's development, and have achieved the target of being top chained QSR enterprises.To response to the challenge, Chinese chained fast food industry thus should study foreign invested QSR company. The article uses Y group's new products development procedure to seek a research of how to develop and execute new products strategy in the company operating.We study Chinese fast food chained industry's current status, including its categories, definition and concept, industry's challenge. We use model of five competition power to analyze the industry competition power and bottle neck, industry potential competitors, main players' competition power and sustainable ability, substitution pressure, price negotiation abilities of suppliers and buyer, government restriction, and market growth.The article's main pages are filled with Y group's new products development procedure. We depict the group's manpower structure on new products. We analyze in terms with its products developing stragety, concept developing, prototype developing and fine tune process, operation testing, launch preparation and launching, and market performance review. So that we can see how the procedure contribute greatly to the group's marketing, and the efficiency of customer driving and marketing research methods. Therefore the article instructs us with Y group's new products developing procedure. And educate us how innovation, the most useful weapon of enterprise, can serve for Chinese chained QSR industry. The correct developing concept, scientific procedure, and efficiency developing execution are the assurance for the innovation.