Research On R&D-Marketing Interface Management Of Company A’s New Product Development

With rapid development of China’s economy, advances in science and technology as well as the government’s nation-wide policy supports, China’s telecommunication industry is ushering in an unprecedented development opportunity and is showing a strong momentum of development. Meanwhile, due to later started development of the industry itself and some other reasons, most of the communication equipment companies are facing problems of poor efficiency of their new product development. From the corporate management perspective, the imperfect coordination mechanisms between the various functional departments within the company is also important on the one hand, especially the lack of good interface management between R&D and marketing during the whole new product development process, which leads to lower technological achievements conversion rate, delayed time to market reflecting on loss of market opportunities, ineffective iterative development caused the serious waste of resources etc., giving the company a competitive disadvantage or even elimination. How to integrate R&D-Marketing resources, form an effective interface management coordination mechanism has been put in front of China’s communication equipment companies which needs to be resolved as soon as possible.Firstly, it summarized the theories of interface management、R&D-Marketing interface management、Business Process Reengineering and Concurrent Engineering, then made detailed analysis on current situation and existing problems of organizational structures、 processes and R&D-Marketing interface management of communication equipment company A’s new product development. On this basis, along with the actual situation of company A, combined with theoretical approaches such as business process reengineering and concurrent engineering, it proposed the re-designed organizational structure、process of new product development and construction of auxiliary information communication platform, further more, discussed the according measures for improvement of R&D-Marketing interface management for company A.