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新产品开发是产品结构调整的重要途径,是企业增强市场竞争能力的有效手段。但不少企业的产品开发却事与愿违。据报载,全国每年产品开发立项2000多项,只有50%的项目可望投产,而且仅有15%的项目成功地开拓了市场。可见认真分析新产品开发失利的原因,积极寻求提高新产品开发命中率的现实途径,有着十分重要的意义。许多企业在新产品开发项目上之所以失利,其主要原因不外乎以下几种:一是企业仅以市场现状为基础进行设想和论证,市场上流行什么就开发什么,而对市场固有竞争性和发展认识不足,盲目地跟风使舵,赶时髦。这样的产品开发往往因企业能力受阻而
New product development is an important way to adjust product structure, and it is an effective means for enterprises to increase their market competitiveness. However, many companies’ product development is counterproductive. According to the report, more than 2,000 items of product development have been established each year in the country. Only 50% of the projects are expected to be put into operation, and only 15% of the projects have successfully opened up the market. It can be seen that the careful analysis of the reasons for the failure of new product development and the active search for ways to increase the hit rate of new product development are of great significance. The main reasons why many companies fail in new product development projects are the following: First, companies only conceive and demonstrate on the basis of the current market situation, what is popular in the market, what to develop, and the inherent competitiveness of the market Inadequate understanding of development, blindly follow the trend, fashion. This kind of product development is often hindered by the