New Product Development Strategy Research About Tian Li Digital Image Equipment Company

As the rapid development of scientific technology, the product life cycle becomes more and more short. For survival and develop in the intense market competition, modern enterprises focus their strategies on new product development. Only by enlarging the new product development and by satisfying the needs of customers, the enterprise can promote its business and own advantages in the fierce competition.This issue chooses Tian Li Image Equipment Company,Ltd as studying object, applying theories of new product development, product life cycle and so on, analyses the current situation of the cooperation, and finally found that there are lacking of researches before new product development and some problems existing in the design of product line. For improving current situation and helping Tian Li to enjoy more market share, the author carrys out the research in depth, (ⅰ), to understand the current market condition of the color expansion industry through interview with salesmen, (ⅱ), to get the knowledge of the customers' need by talking with product agents. The research founding is that, for changing the current situation of Tian Li cooperation, the new product should be directed to satisfy the needs of customers from the third tier cities and the fourth tier cities, and the design of product line should be further improved. On this foundation, we get the appropriate new product development strategies for Tian Li company:Differentiated product positioning strategy, Series product development strategy, and Strategy to seize opportunities.