Research On The Strategy Selection And Implementation Of New Product Development In China’s IVD Industry

New product development is the central question of the existence and development of enterprises at the present times,and it is a an eternal topic.The IVD industry is confronted with tremendous opportunities,which becomes a sunrise industry in the national economy.Chemiluminescence business shows a strong momentum,and it makes the IVD firms keen to boost chemiluminescence products.Facing the sharp competition situation,developing new products is the essential means for IVD firms to maintain competitive advantage,which is also the inevitable requirement to strengthen enterprise vigor.Based on the theory of product life cycle,theory of strategy management,theory of operations management,theory of marketing and theory of industrial organizational,this paper focuses on exploring approaches and strategies of developing new products for MK company,which is a well-known enterprise in the IVD industry,by synthetically using investigation method,literature research method,quantitative analysis method and case study method.This paper composes eight parts.The first part is introduction,which elucidates research background,research object,research objectives,research significance,research idea,research method,innovation and inadequate analysis of this paper.In the second part,this paper explains the concept of new product and new product development,reviews and analyzes literatures on the necessity of new product development,the process of new product development,and the strategy of new product development.In the third part,this paper briefly describes the development history both at home and abroad,analyzes the business development of domestic and foreign IVD markets,and expounds chemiluminescence products’ present development condition and prospects by applying PEST Analysis Model.In the fourth part,this paper introduces development history,development situation,main products and economic status about MK Company,and analyzes market position and existing problems on its chemiluminescence products.In the fifth part,this paper presents that the best way for MK company to develop new chemiluminescence products is stick to independent research and development which is assisted by importing technology.Then,this paper demonstrates the feasibility of developing new chemiluminescence products by applying SWOT Model to analyze MK company’s advantages,weaknesses,opportunities and threats.In the sixth part,the whole process management strategy,time competition strategy,product differentiation strategy,customer demand driven strategy and"independent research and development+importing technology" technology are proposed to push forward MK company’s new product development progress.In the seventh part,improving the innovation incentive policies,enhancing the construction of new product developing team,optimizing cash flow management,establishing information communication platform and strengthening intellectual rights management are proposed to insure the smooth development of new chemiluminescence products.In the eighth part,this paper summarizes the main conclusions,and brings forward the future research directions.