Study On Optimization Of Market-oriented New Product Development Process Of Company V

2018 witnesses the 40 th anniversary of the reform and opening-up policy.Over these years,leading companies have developed in various industries.However,faced with challenges from competition due to globalization of business,how these companies can maintain further growth has become a serious concern for the whole society.To sustain continuous growth,companies have to manage to keep its dynamics,and new product development constitutes a key factor in this process.Taking Company V as an example,this thesis aims at putting forward a market-oriented new product develop process for the company under the guidance of a theory covering various phases of new product development.The thesis conducts a systematical analysis of the new product development process with this optimization theory,and a study of the impact of the external environment on the company’s new product development with the SWOT model.The research established market as the ultimate purpose of new product development,and designed a comprehensive plan for the whole process with innovation matrix theory,state-gate process theory,and life cycle of new product theory.The improved V company’s internal new product development system will help promote the healthy and steady development of V company as a whole.According to the traditional organization structure,the thesis outlines appropriate new product development pathway for different business lines,thus attempts a comprehensive and effective new product development system for the company.This research is theoretically meaningful as it can test the effectiveness of such theories as market orientation and innovation matrix in Chinese textile industry.It is practically significant because,although targeted at Company V,it may serve as a reference for the whole attire material industry.