Endogenous Product R&D Strategy Research Of G Company's National Branded Automobile

In recent years,China aims to develop national automotive industry and build Chinese automobile brand to.In 2009,the State Council unveiled " Automobile Industry Restructuring and Promoting Project",while China initialized the Chinese Brand Car Strategy,which focused on cultivating national automobile brand and increasing market proportion.Company G is a domestic-leading automobile group with several national branded cars successfully launched by introducing,digesting and absorbing foreign automotive technology and platform,together with endogenous innovation.Company G plans to develop more fruitful models to supply more consumers.Currently,Company G is entering rapid expansion stage with more staff,growing capacity and improving products layout,while accompanied by some problems prominent: variety of automotive parts result in lower sharing rate,higher cost and a longer R&D period because each vehicle acquires different parts;while products quality control becomes less efficient and more difficult.However,vehicles will be lack of personality and innovation if designed to utilize excessive sharing parts.The Company's bright future depends on a scientific brand-new product strategy which indicates methods to make best balance between parts generalization and product personality in order to decrease R&D cost,shorten R&D cycle and improve products quality.Based on the background above,the author made studies on product R&D strategy by analyzing the Company's present circumstance and Chinese automotive industry.In this paper,the author discussed the defects of the Company's product line and R&D technological route by SWOT,and put forward a new Cross-Platform Modular Architecture(CPMA)product development campaign to guide prospective product layout,aiming at further improving efficiency and quality of national automobile R&D work.