Study On Business Process Reengineering Of New Products For SD Company

As market competition continues to intensify, the status of new products in the enterprise is becoming more prominent. However, when the new product has brought enormous benefits to the enterprise and competitive advantage, the high failure rate of new products make a heavy financial burden on the enterprise, so that enterprises have to face the choice of investment and risk. Many enterprises are in urgent need to solve the problem, how to improve the success rate of new product. When enterprises develop to a certain size, the functions of the type of organizational structure has become difficult to improve in cross-section collaboration. Especially for business processes of the new products, enterprises need rapid response to the market demand, and the traditional functions of product development mode is difficult to adapt to this challenge. There often appears to blind R&D of new products, delay of coming to the market, inadequate marketing activities and bad sales.This paper regards SD Company’s new products as the target, based on the related theory of business processes in new product development in reengineering, project management, marketing management, makes the analysis on SD company’s current business process and finds the problem in new product development process, cross-section collaboration, and marketing management issues. On this basis, a new product business process is raised which includes of the process of reengineering new product, marking the establishment of the project team, the marketing strategies of the various stages. Form one of the combat system of planning, research and development, access, sales, which makes the before and after the field be consistent with the corresponding market demand and improve the success rate of new products. The new process not only improves the original process reengineering, and have a preliminary attempt in recent new product projects, and make preliminary results.This paper attempts, based on SD new product or business process reengineering study, to explore the fast moving consumer goods industry how to learn the various theories on the basis of the characteristics of the industry, to form the actual combat instructive business process management of the new product, improve new product success rate, change the mode of operation and management so as to continuously enhance the innovation capability and core competitiveness.