Engineering Plastic Abs New Product Development And Marketing Strategy

China is the largest user of ABS in the world, but the research and development of new ABS product is obviously lagged to other countries in this industry. So how to integrate the resource of enterprise to have product innovation and promote the R&D, which can be used to enlarge the specialized marketing demands in the varied market; how to keep and enlarge the market share and which strategies can be used to cope with the heated competition after china enter into WTO, are the questions Engineering plastics industry must settle.On the base of analysis of the present situation of engineering plastics industry, the life-cycle evaluation model and A-U model, which are the synthesis of ABS product innovation model and life-cycle model, are given. Besides that, the time strategy how to promote the R&D progress, price strategy and place strategy of new product development are also given in the paper, the ways to manage risk are discussed. On the basis of analyses of SWOT, the paper discussed the management strategy, which is the strategy to promote the new product development and improve company core competitive edge through the participation of suppliers. This paper settled the questions that how to grasp the opportunity given by appliance, automobile and information industries, how to use the resources to develop the new products, which time is the perfect time to promote the new product to market and how to raise product market sharing ratio. This paper also discuses that the Internet as a new product development and marketing perform can reduces the cost of product researching and development by taking advantage of the mutual aid for new product development and marketing.Engineering plastics industry is one of fast developing industries. By researching the whole development of engineering plastics industry, we can acknowledge the trend of engineering plastics industry and seek the market chance of the industry. This paper properly evaluates the target market of ABS plastics to find the defect of the product in the market and the latent demand of ABS, and also this paper suggest companies of our county to research new products to decrease the gap between our company and abroad, find the active ways to face the competition of products from abroad after join the WTO.