Optimization Of New Product Development Process In Thermoplastic Elastomer Of J Company

At the same time,the sustainable development of enterprise economy has had a great influence on the competitive strategy of enterprises.The competitive emphasis of modern enterprises has changed from manufacturing,marketing to product innovation step by step.This requires enterprises to increase the intensity of product innovation and obtain greater competitive advantage through the continuous introduction of new products,which makes the competition of new products become the core content of enterprise competition.Enterprise new product development can have a decisive impact on its development.Combined with the author’s work experience,this paper introduces the basic situation of the new product development project of company J and the basic process of new product development,and analyzes the problems and deficiencies in new product development of company J and their causes in detail.It was found idea generation came from single source and screening was not reasonable in company J.It was also found that there was not sufficient commercial and technical feasibility analysis and risk assessment before the new product development,there was not enough customer communication during the development process,and there was no post-review after commercialization,which resulted in a low success rate of new product development.Therefore,according to company J’s characteristics,when proposing the optimization plan,It is emphasized for the importance of customer demand in the early stage and the effective analysis of the market.New product development should be oriented to customer demand to provide products that meet customer requirements.Pay close attention to the change of customer demand and competition during product development,and timely adjust the development direction of new products.In addition,it also highlights the key activities in the early stage--project evaluation and validation.Scientific assessment can effectively reduce risks and losses.The optimized new product development process makes a more comprehensive design of the process control points of each phase in new product development.Compared with the existing new product development process,the new process can help the company to screen out the existing problems and insufficient projects in the early stage.Through portfolio management,resources can be reasonably allocated to more promising projects,so as to speed up the development of new products,reduce the project development cost,and improve the success rate and return of new product development.