Research On New Product Development Strategy Of A Company

New product development is one key to competing in market. There are many kinds of challenges like dynamic customer needs、product positioning、pricing strategy etc. Companies need put heavy resource to solve the problems in new product development.This article promoted solutions to A company Servo Plastic Injection Machine pump project. There are three key problems in Plastic Injection Machine pump project, they are: firstly, product specifications did not meet customers’ need; secondly, product positioning is not clear; thirdly, price did not meet market request.Firstly, three steps were used to solve to the problem of not meeting customers’ need. In investigating the customers’ needs, writer designed lays of questionnaire to understand customers’ core needs, after that, KJ analysis and Keno model were used to analyze the information from investigation to get engineering requests; When designing ideas, QFD was used to connect what the customers need and how to meet the requests to help; Pugh matrix was used to select different ideas and generate better ideas; Model design was used to meet customers dynamic needs.Secondly, for product positioning problem, mainly analyze and solve the product positioning and marketing strategy. By segmentation analysis、customers’ benefits quantifying and product competitive differences to improve product value propositioning. By competing analysis and4P+4P marketing approaches to improve marketing strategy.Finally, for problem of price not meeting market request, customer segmentation was used to define value and price oriented customers. Value pricing is used for valued oriented customers with pricing3C model and customer perceived value analysis; Pricing targeting and price sensitivity analysis were used to improve pricing tactics.Based these analysis and verification, these three problems have better results for Servo plastic machine pump project. These approaches are helpful for other projects in A company...