Research On New Product Development Strategy Of B Enterprise From The Perspective Of Value Co-creation

Under the trend of "new four modernization",China’s auto parts industry has ushered in rapid development.In the case of capital injection and more participants participating in the auto parts competition,it has been fiercer.With the changes in the development environment of enterprises,many enterprises have changed from the original thinking mode of providing products to the business thinking of providing multi-faceted products and services in order to gain relative competitiveness in the market.The company regards creating value with customers as a significant resource,co-creating value with customers and enhancing the unique competitiveness of the company.Value co-creation reveals a trend: the roles of companies and customers will be redefined.It is a win-win partnership.The enterprise is not any more only focus on the product value.The customer is not any more only passively accepted product.The two parties have become a cooperative partner.Based on value co-creation cooperation,enterprises have achieved unique competitiveness and customers have better product experience.Through literature research and case analysis,this thesis focuses on the improvement of the new product development strategy of B company based on the value co-creation theory,in order to meet the needs of vehicle enterprise customers under the B2 B background.Firstly,this thesis introduces the related concepts of new product development and value co-creation,and summarizes the research results of value co-creation at home and abroad.Through literature comparison,it is found that most of the researches on value co-creation are concentrated in the B2 C field,and the B2 B field is rarely involved.Then this thesis takes B Company,a traditional auto parts enterprise,as an example,analyzes the macro-environment and micro-environment of B company’s advanced driving assistance system,discusses the market positioning of B company’s advanced driving assistance system business and analyzes new product development issues.Under the impact of informatization and intelligence,the enterprise’s new product development strategy motivation based on value co-creation,the cooperation mode of value co-creation and the improvement suggestions for new product development strategy based on value co-creation are expounded.Finally,this thesis further discusses the support strategies of B company including corporate culture,organizational structure and information platform.Based on the value co-creation theory,this thesis studies the product development cooperation strategy between enterprises and customers,and draws the following conclusions: B company,through the integration of core development technology resources,provides the premise to meet the needs of vehicle customers for autonomous driving;implement value co-creation strategy with vehicle customers in each stage of new product development,realize development alliance and joint advantages,realize development technology innovation and enhance brand effect.Through the change of corporate culture,organizational process and the construction of customer collaboration platform,it can support and guarantee for the implementation of new product strategy from the organization and information technology.The main innovation point is to enrich the application of value co-creation theory in practice.