Study On New-Product-Introduction Of Die-cutting Manufacturing In Mobile Industry

With the deepening of the global economic integration,market competition,especially in a fast-moving consumer goods industry becomes particularly obvious.In recent years,mobile phone industry shows declining profits as a whole,most of the vendors on mobile phone industry supply chain,only earn a small profit by manufacturing and processing,high value-added handsets industry era is gone.As a supplier manufacturing the custom parts from the mobile phone manufacturer,it is completely under the thumb of the profit model of the customers,with the lowing profit space.Facing highly competitive situation,in order to win,how do to not only satisfy the customer on delivery,quality,technique and service etc.,but also achieve the cost down target in internal is particularly important in the NPI(New Product Introduction)process through the scientific management along with the customer’s new product development.Based on the study for the die-cutting manufacturer,firstly,this thesis shows the importance and significance of the New Product Introduction mode’s study under the background of handsets industry;makes the generalization and summarization for the related theories: new product development theory,projects and project management theory and the theory of supply chain relationship management etc.;then it introduces die-cutting products and processes,die-cutting manufacturer of NPI situation and problems under the increasingly competitive economic environment;finally,the thesis makes W enterprise as object of study,which is the typical of die-cutting manufacturers focusing on NPI mode standardization,studies entirely the new product developing process from handsets manufacturer,and based on the flexible supply chain organization of the handsets R&D as the core,programs responsible team and starting time,outline the 4GR(Gate Review)framework by adding the check point for checking the performance both of die-cutting manufacturer and the customers,and through with the guidelines of project management,communication management,resources allocation priority management and supply chain partner relationship management etc.,through the exploratory study for NPI mode basis of the above theories,brings forward 4GR mode of NPI,and takes the empirical study on X project.Finally,this thesis integrated a kind of NPI management mode-4GR combines project management 5 processes thinking and through the practical application study on X project of W enterprise,made a conclusion: X project applied this mode,through breakdown target and goal,detailed planning,monitoring timely by stages and gates review to manage NPI processes effectively,avoided only to chase up the requires of progress and price from the customers,but met the target and goal both of customers and W enterprise,to ensure introducing the X projects successfully,and comparing the new product project performance level before of applying 4GR,it shows fully that 4GR mode is practical and effective for die-cutting NPI processes of W enterprise,and provides a reference for the other die-cutting or similar enterprises.