Research On Optimization Of CY Company's New Product Development Management

In the rapid development of Internet,big data analysis and intelligent manufacturing,new product research and development has become the basis for the survival and development of modern enterprises.It is a key source for establishing product core competitiveness and market competition advantage.The competition among modern enterprises is no longer purely the competition on scalability or capital,but rather the comprehensive market competition based on the core products of enterprises.Facing fierce competition in domestic and foreign markets and individualized demands of customers,to survive and develop,enterprises must investigate the market,insight the real needs of customers,position their own conditions for new product research and development,by breaking the technological monopoly in domestic and foreign competition through new product research and development,realizing self-reliance of international and domestic advanced technologies and products,and then to achieve the transformation from Made in China to Wisdom in China.In the new normal economic environment,China economy has changed from high speed growth to medium speed growth.High capacity,high inventory,high leverage and other issues of the shipbuilding industry are more striking.CY is a company supplying complete set of products in the marine industry,and its sales turn over has been dropping by 30 million yearly since 2015,which caused the company turned from a profitable condition to a status with significant losses.That also caused serious loss of R&D personnel in the company and led to a significant reduction in number of the company high-tech product applications and patent applications consequently,and finally resulted the difficult operation and development of CY company.In front of all these difficulties,company must find the way to survive and develop,and new product R&D is the answer,which would be helpful to reduce costs,make up the short board,enhance the competitiveness of the core products of the enterprise,increase sales and profits,ensure that the products of the company standing firm in the market competition,having advantages,and gradually being developed.R&D on new products would drive enterprise to develop,and then promote restructuring of industries,economic growth and harmonious development of society.The paper introduces the basic background of company,the development history of its new product research and development management,as well as the business situation related with its products.The paper takes CY company new product R&D management as the research object,focuses on the company new product R&D management,and uses data analysis method,case analysis method and other methods to analyze the status of CY company new product research and development management,analyze the competition environment of new product R&D of company by applying SWOT analysis method,using questionnaire analysis method and fish stinger analysis method to explore the short board of company regarding new product R&D management deeply,at the same time,it concludes the causes of short-boards in the CY company new product R&D management.The paper introduces that CY company new product R&D management system needs to be optimized in terms of strategy,procedure,team,compensation and other aspects in relation to new product R&D.The paper takes CY company new product R&D management as the study object,proposes new product R&D management optimization plan and actions.Firstly,the company needs to optimize from the following aspects in the new product R&D management system.(1)Optimize the company new product development strategy by targeting the core product competitiveness of new products.(2)Optimize the company new product development process by naming the project leader as the key character in new product R&D team.(3)Optimize the company new product development team with the work experience as the goal.(4)Optimize the compensation related with the company new product R&D guided by the new product R&D.Secondly,the company needs tc do risk management,evaluate,respond and monitor risks in the process of new product R&D management,effectively reduces the risk of new product development risk through effective risk management and to be able to stop loss timely.Finally,there should be some preventions and guarantees in new product R&D management,including actions such as effective systems,organizational structures,R&D talents,and R&D capital investment,to allocate effectively the resources in enterprises,which would ensure a continuous and smooth R&D of new products.Through realization of the optimization program of CY company new product R&D management,CY company new product R&D management level will be improved,and would leads to a continuous improving of the company capability in new product R&D management.With new product R&D,the company could meet the actual demands from the market and customers,then calls up the potential needs and creates new demand,which would form the core competitiveness,new growth points and new kinetic energy,and urge the year-on-year increase of sales and profits of enterprises,and then gradually transform the enterprise into a high-tech enterprise,and changing the company from a normal manufacturer into a high-tech manufacture.The paper also provides some guidance for the research and development of new products for similar enterprises supplying marine products,shipbuilding enterprises and manufacturing enterprises.The thesis may provide some reference for the research of new product research and development management theory.