Research On The Strategy Of New Product Development For Commercial Vehicles In A Company

In 2021,the demand of China’s automobile market recovered,with production and sales volume of 26.082 million and 26.275 million respectively,and a year-on-year increase of 3.4% and 3.8% compared to the same period last year,ending the decline of three consecutive years since 2018.Among them,the production and sales volume of commercial vehicles were4.674 million and 4.793 million respectively,decreased by 10.7% and 6.6% year-on-year,ending the trend of rapid growth last year.In recent years,the policy dividend effect that supports the growth of commercial vehicles has gradually weakened.In the future,the commercial vehicle market will enter the period of adjustment.From the perspective of longterm development,"crisis" and "opportunity" will coexist.One hand,China is the largest developing country,there are many opportunities,such as infrastructure investment is expanding,domestic and foreign circular changes,technological innovation is strengthening,new energy development etc.,Chinese commercial vehicles market has a larger space for development.On the other hand,with the rapid development of the "four modernizations" for automobiles,the era of continuous sales growth for automobile enterprises was gone.Commercial vehicle enterprises need to further deepening market,improve product quality,strengthen product innovation,looking for the key and core technology breakthrough in energy conservation and emissions reduction,new energy,intelligent networking,digitization etc.A company is a wholly-owned subsidiary set up by SAIC,its vehicle models mainly include MPV,wide-body light passenger and pickup trucks.The sales volume in 2021 was about 182,000 units,with a year-on-year increase of 30%.However,under the current comprehensive upgrading of consumer demand and the dual drive of software and intelligent driving technology,cars are being redefined,and the traditional automobile making technology is no longer applicable.In addition,major competitors such as JMC and GWM all launched hot sale products,the market competition was further intensified.The market share of A company was also shrinking quietly,and the future market situation was not optimistic.In the limited commercial vehicle market space,the continuous development and launch of new models is an inevitable means for enterprises to compete for market share.And with the rise of concept of AMC,shared vehicles,intelligent driving vehicles and the development of new energy vehicles,have put forward higher requirements on the technology foresight and integration of new product development.Therefore,the new product development strategy is closely related to the future evolution of A Company.In this article,the theory of enterprise strategic management and new product development theory are used to conduct a detailed analysis of the current situation of product development in A company,and summarize the problems existing in the process of product development.Then uses the SWOT strategy matrix to analyze and summarize the external environment and internal conditions,and obtain the SWOT matrix of the advantages and disadvantages,opportunities and threats in new product development.On this basis,combined with the company’s resources and R&D team status,put forward the optimization suggestions applicable to the new product development strategy of A company.And planned a series of safeguard measures for the successful implementation of the new strategy,so as to enhance the competitiveness of the company’s products in the automotive field of the new era and promote the benign development of the company.