新产品开发项目的前期策划研究.docVIP

新产品开发项目的前期策划研究 摘 要 随着社会的发展进入全球化时代，企业面临着越来越激烈的竞争。这 种竞争有来自于国际的，也有来自国内的，有的企业在竞争中逐步壮大， 而有的企业则慢慢走向消亡。决定企业成败的因素很多，企业的综合竞争 力无疑具有决定性的影响，而新产品的开发和创新，是许多企业获得并保 持竞争优势的重要手段。 新产品开发项目具有连续性、复杂性、少参照性等特点，其风险程度 较高，成功率很低。因此如何对新产品开发项目的进行前期策划，提高项 目的成功率，提升企业的新产品研发能力，让企业有能力更有信心进行新 产品的研发创新，逐步进入研发-成功-再研发的良性循环，成为一个有着 重大意义而又函待研究的课题。 本文以 LD 公司的一个新产品开发项目为出发点和立足点，从市场分 析、技术可行性、经济性和风险分析四个方面，研究和探讨如何针对新产 品开发项目进行前期策划，以确保顺利实现项目的最终目标。 本文的研究采用理论与实证分析、定性与定量分析相结合的方法，综 合运用市场营销、项目管理、财务管理、竞争战略等理论，借鉴和使用了 波特的五力模型、产品生命周期、关键成功因素、层次分析法等工具和方 法。 关键词：新产品开发项目、前期策划、市场分析、技术可行性及经济性 分析、风险分析 THE RESEARCH OF PRE-PLANNING OF NEW PRODUCT DEVELOPMENT PROJECT ABSTRACT With the social development entered the era of globalization, enterprises are facing increasingly fierce competition. This competition has come from the international, also from China, some enterprises in the growth of competition; some enterprises are slowly toward extinction. Deciding the success or failure of a number of factors, the overall competitiveness of enterprises will undoubtedly have a decisive impact on. With the development of new products and innovation, many enterprises could maintain a competitive advantage. New product development projects have many special characteristics such as continuity, complexity, less reference. As a result, it has higher degree of risk and low success rate. In order to improve the success rate of projects, enhance the capability of new product development and innovation, the study of pre- planning of new product development project, has become a top urgent topic with great significance. Based on a new product development project of LD company, this paper research how to launch the pre-planning of the project from the areas of market, technical, economic and risk, to realize the goal of the project. This study combined the method of theoretical and empirical analysis, qualitative and quantitative analysis; adopted the theories of Marketing, Project Management, Financial Management and Competitive Strategy etc; used man