Research On Pharmaceutical Equipment Product Development Strategy Of SHINVA Company

With the speeding up of the globalization and the fierce market competition, SHINVA company which is a leader in the field of medical apparatus and instruments faces enormous challenges in the field of pharmaceutical equipment. The market of Pharmaceutical equipment products which influenced by GMP implementation in recent years has become increasingly saturated, and the sales price become lower, and it has lower profits. So the development and research of new products and seeking new profit growth point have become an important option for the future development strategies of SHINVA company. Due to involving in the field of pharmaceutical technology and complex process,the pharmaceutical equipment development and research cycle is long, and the risk is high.It not only can make SHINVA company avoid risk in the pharmaceutical equipment product development, and improve the success rate of product development, but also enrich the strategic theory and product development strategy that studying pharmaceutical equipment product development in aspect of strategy. In the same time, it has the practical significance to improve the level and the ability of pharmaceutical equipment research and development.Through the development of these years, SHINVA company gradually formed three of business sectors that are pharmaceutical equipment, medical equipment, medical service.According to the company’s existing products and in the future the demand of the market,three level research and development strategy was proposed, which provided a powerful support for SHINVA company’s rapid development. But lacking ability of technology innovation and management of new product development, that is the bottleneck in development and research new product in SHINVA company, so the success rate of new product development is very low. The method of imitation is the main choice in new product development and research patterns, and the cost of development and research new products is high, and the quality which has a serious problem can’t completely meet with the requirement of market. In order to ensure that the newly developed product can quickly adapt to the market, and find the new profit growth point for SHINVA company, it is necessary to carry out product development strategy research.The object of research in this thesis is pharmaceutical equipment division of SHINVA company and there are six chapters in this paper. In chapter one, The research background and significance of topics are introduced, and the present situation of new product development at home and abroad is briefly narrated, and research contents, ideas andmethods of this paper has carried on the brief description. In chapter two, I introduces the relevant theories of new product development. And we discuss the tools of strategy analysis such as PEST, SWOT, and five kinds of force analysis models. In chapter three,through checking data and investigating the actual situation of SHINVA company pharmaceutical equipment division I analyzed the opportunities and threats that it faced in external environment and the advantages and disadvantages that it had in the inside environment. In chapter four, the strategy of pharmaceutical equipment product development was obtained by the SWOT analysis method, and the important point of this strategy is that the ability of research and development must be improved. In order to improving the ability of research and development we must experience three strategic stages: imitation stage and innovation stage and resource-integration stage. In chapter five,in order to ensure the implementation of the strategy better, we should do best in aspect of the product development team construction, cultural construction, evaluation index system construction, product market development, product development process optimization, and product project management. In chapter six, I got a conclude about this paper, and look forward to the future strategy about the new product development and research in pharmaceutical equipment industry.Through the study of this paper, I hope that it can provide decision-making basis and guidance for product development in SHINVA Company pharmaceutical equipment division, and provide theoretical basis for the product development of pharmaceutical equipment industry, so as to improve the research and development ability of pharmaceutical equipment industry.