Study On The Optimization Of New Product Introduction Process In Shenzhen Great Wall KAIFA Company

Along with development of science and technology change rapidly today, enterprises cannot survive with the immutable and frozen products to keep up with the ever-changing marketing and participate in market competition. But the new products at a timely manner, which can not only to satisfy the different needs but also generate a new motivation to purchase. With the emergency of the aggravating competition, imitative and alternative products are emerged rapidly, it shorten the product life cycle increasingly. Products that were just launched could be a sunset in one day would not be a surprise. There would be only one way to keep the company alive which is to have new products developed in a more effective way with low cost, high quality to earn the market share in such a grim situation.This article first elaborated the theory of project management and DFM (Design for Manufacturability) and FMEA (failure mode and effects analysis) theory and method. Firstly, it will start with analyzing new product introduction in Shenzhen Great Wall KAIFA Company, through the new product introduction process steps, methods of analysis and research. Secondly, there will be problems summarized and analyzed to introduce new process and ideas to optimize the process. Thirdly, a solution will be provided and FMEA to set up a continuous improvement mechanism. The goal is to create a consistent with the actual enterprise management, to ensure new products introduction timely and smoothly from the design stage to mass production process. Establish the process include the following:(1) in the product design stage DFM process:new product development needs, establish new product introduction team, implementation of concurrent engineering product design, process design, assembly design, test design, repair design of common DFM check list. In the stage of product design considering manufacturability, assemblability, testability, maintainability problems.(2) FEMA process in Product Verification stage:to set up FMEA team to determine the rating and continuous improvement process.(3) The evaluation process from new product to mass production: to define the formulation of product manufacturability evaluation form and define the productivity evaluation chart. Then transfer into mass production stage if all standards are met as requested.Through the study of the ultimately formed, the New Product Introduction process will be "preventive in advance, monitoring in the middle and making amends after". On one hand, at the beginning of the product design period, the process can help to choose appropriate components, craftsmanship, low cost and high quality to design out a new product. On the other hand, through the execution of this process, the process will bond the design team with production team closely through brain storming by getting better familiar with product requirements to avoid multiple amends afterwards to ensure new product can be launched timely and meet or beyond customer target.