| New product development in traditional sense refers to the product with new products with new function or feature in one or a few aspects due to technical or engineering progress. Product which can be used to enter the market,provides consumers with a new value and can bring benefit to enterprise product is called the new product. With the speeding up of economic development speed,various products renewal faster and faster. How to adapt to the ever-changing market demand become a very important subject of enterprises. Enterprise’s new product development not only relates to whether they can respond to market changes quickly and maintain their market competitive position, meet new market demand, developing new benefit growth point,but also relates to whether they can whether they can maintain a healthy business model, thus influence enterprise sustainable development. In this case, more and more enterprises especially the production enterprises, began to pay more attention to scientific and technological innovation and explore the new mode of new product development. In order to make science and technology into industrial achievements and enterprise benefit, industrial enterprises should take advantage of existing resources and information and analyze the influencing factors, and keep continuous innovation making it into results,construct of scientific,complete, practical and feasible new product development, production and sales system. This article uses the five-force model, analytic hierarchy process(ahp)and the SWOT analysis model after optimization to analyze situation of ZBHQ and make strategic planning,then put forward to new product feasible development strategy of refractory according to the internal and external environment and the enterprise actual.First, investigate ZBHQ company’s operation situation and the existing new product development process and understand the organization of new product development system, the running status and achievements. Through these above research and analysis, find out ZBHQ problems existing in the company’s new product development process, and find that its target market positioning is not clear, and lack of development timing, In addition, refractory materials for new products development process and the way also has a series of problems. These problems affected the effect of the company’s new product development of ZBHQ. In addition there are some influencing factors which refractory ZBHQ company ’ s new product development, such as inadequate protection of the human resources, research and development funds do not guarantee, supply chain information sharing degree, the development of risk control is not enough.Secondly, analysis for new product development of refractory internal and external environment of ZBHQ. Analyze the macro environment according to the aspects of policy level, development opportunities, the demand of the downstream industry transformation and the development of downstream industries of ZBHQ company.Then analyze the industry environment of ZBHQ depending on the situation of bargaining power of upstream and downstream industry, the threat of potential entrants, the threat of substitute products and the pressure of the competition.Use SWOT analysis model which improved by analytic hierarchy process(ahp)and hierarchical evaluation method to analyze the internal and external factors influencing indicators of ZBHQ company’s new product development of refractory. Index weights after quantitative can clearly show various factors on the refractory ZBHQ company the influence degree of the new product development so as to build a comprehensive SWOT analysis matrix of the development of new refractory products of ZBHQ.Third, redesign the new refractory products ’ develop strategy of ZBHQ.According to above analysis results, establish seven strategic principles of ZBHQ company’s new refractory product development. According to different kinds of refractory products,set up for different types of development goals and target market. In the promotion of new product development strategy, we put forward the four strategies, respectively for the target market to reposition strategy, mode selection strategy, portfolio management strategy and based on the theory of life cycle for new product development at different stages of refractory phased development strategy.Finally, combining ZBHQ company refractory the actual process of new product development, we put forward the measures to ensure the new product development. We from resource, supply chain information sharing, research and development of risk control and build a comprehensive quality management system put forward measures to guarantee ZBHQ company the implementation of the strategy of new product development and application of refractory. |
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