新产品,艰难的分娩--新产品的战略过程管理（New products, difficult childbirth -- strategic process management of new products）.doc

新产品,艰难的分娩--新产品的战略过程管理（New products, difficult childbirth -- strategic process management of new products） The advent of new products is as prudent and difficult as childbirth for babies. The delivery of babies, the first choice of expectations, and a variety of pregnancy, the pregnancy in October more prudent and safety protection and smooth delivery of hard won, but also to ensure that he landed a cry and a long growth, only the mother authorities and medical staff can enjoy. A new product of the enterprise is available, why not? The new product is an exciting term, but it is a double-edged sword, the world industry success factors of many enterprises are related to new products. According to statistics, in the United States every R D 100 new products, accounting for 93% of failures. The United States is a very mature business rule, only 7% of the success rate reveals the difficulty of choosing new products in the enterprise management. There are reasons for new product failure data of 93%, there are two main reasons, one is too advanced, such as the famous American Iridium communication; two is in the commercial operation failed. The rate of failure in business operations is much higher than the first. This also from the side shows that marketing is largely a new product of life and death. Enterprise new product marketing is a systematic project, and its strategic process management can be managed from six systems - commanding system Strategic management system must govern the new products, in the enterprise strategic management control system can be called the principle of organization planning and management of new products, as for new products from development to marketing planning. In some enterprises, it can also be called the new product management committee. It is mainly composed of the general manager, marketing director, marketing director, technical director, manufacturing director, quality management director and some product managers to collect the me