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As China's road construction, urban development, changes in energy consumption structure and the acceleration of construction of key projects, the market for special vehicle products has become increasingly large. The current and the next few years are the key period for China's economic and social development, and it is also a critical period for China's auto industry to adjust its structure, change its mode of development, and accelerate the development of energy-saving and new energy vehicles. In order to survive and develop, special vehicle companies should first base themselves on the market and based on customers to develop new products that meet the needs of customers. Therefore, it can be said that the development of new products is the key to the decisive market for special vehicle companies.
The focus of new product development should be to meet a large number of needs, as well as higher technological content, especially for special vehicles that are not yet self-sufficient in China and that need to be imported in large quantities, and that are large, precise, complex, and long-lived that can represent the future direction of development. VIP Car. In addition, with the continuous development of national economic aggregates and industrial product technology, the demand for special vehicles in all walks of life is increasing, and the technical requirements are also getting higher and higher, applying high and new technologies (such as computer technology, wireless communication technology, Microelectronics technology, digital video technology, etc. have become an inevitable trend for the development of modern special-purpose vehicles.
R&D positioning is a winning formula
The market characteristics of special vehicle products are multi-category and small-batch. From the perspective of varieties and batches, it is entirely based on the needs of the market and users. The complexity and arduousness of new product development requires that before the company develops new products, it must analyze and investigate the market, and carry out strategic research on new product development based on the company’s own resources to accurately position the new products to be developed.
In the development of new products, the market research needs to be done by enterprises are: Survey the technical status quo and improvement requirements of domestic and foreign markets, important users, and similar products in key markets; take the top three of domestic similar product market share and well-known brand products As an object, investigate the quality, price, market, and use of similar products; collect information and special issues at home and abroad and conduct feasibility analysis studies, so as to accurately grasp customer needs and market dynamics, accurately build product interests, and establish accurate Product Positioning.
The product positioning stage should also first check whether the company itself has sufficient capabilities to Support new product development. These capabilities include technical capabilities and capital input capabilities. The first is to check the feasibility of new product technologies. This requires that the company's production capacity can achieve the functional requirements of the design. The second is checking the ability to invest funds. The larger the scale, the greater the capital investment and the slower the cost recovery. This requires adequate funding preparation, smooth financing channels and ideological readiness to return funds within a few years. The third is to consider the ability of other aspects of the company.
At present, the special vehicle market presents the following development trends: First, the trend of heavy-duty. In order to improve the economic efficiency of long-distance transportation, special vehicles for road freight continue to develop toward heavy or train. The second is the trend of high speed. In order to adapt to the transportation conditions of the expressway and improve the transportation efficiency, it is required to continuously increase the speed of the vehicle, which promotes the research and development of heavy-duty tractors, uses high-powered engines, improves power performance, and improves safety. The third is high-tech trends. On the basis of the chassis with excellent performance of special vehicles, special equipment assembly and equipment for high-tech use are selected, and electromechanical-hydraulic integration technology, electronic technology, and sensing technology are used to improve the overall vehicle performance.
Study Macroeconomic Policy and Grasp the Opportunity
The State's "Policy for the Development of Automobile Industry" requires the establishment of a unified access management system for road motor vehicle manufacturing enterprises and products. Meet the mandatory requirements of the access management system and related regulations and technical specifications, and pass compulsory product certification road motor vehicle products, log in "Announcement of Road Motor Vehicle Manufacturing Enterprises and Products". The new automobile industry development policy has removed certain parts that are inconsistent with the WTO rules and China’s commitment to join the WTO, such as canceling policies requiring foreign trade balance and localization ratios. This is conducive to promoting the structural adjustment and reorganization of the automobile industry, and motivating auto manufacturers to increase their research and development capabilities and technological innovation capabilities, and clarify the future direction of China's auto industry.
The development of China's special-purpose vehicle industry must also be guided by the state's policies and stick to a two-pronged approach, that is, the two wheels of management and technology should all turn together. In terms of management, we refer to and learn from the management experience accumulated during the years of development of foreign auto companies. In terms of technology, we continue to introduce advanced foreign scientific technology and equipment, and continuously improve the technical level of China's special-purpose vehicle companies.
In recent years, the state has made some changes to the automotive product management system, which will have a positive impact on the special vehicle companies. On the one hand, special-purpose vehicle companies can more easily and conveniently introduce foreign capital, expand the scale of joint ventures and introduce technical scope, increase product development, and increase market resilience; on the other hand, many companies have firmly seized upon the development of national policies in recent years. The favorable timing of special vehicles, identify their own market positioning, vigorously adjust the product mix, improve the level of business management, and promote the steady improvement of product quality.
With the rapid development of the national economy, the country’s investment in national defense and national economic infrastructure continues to increase, and the market’s demand for self-dumping, van and semi-trailer products in the special-purpose vehicle industry will also increase. These products are labor-intensive products with low technology content, low price, and large demand. They will still occupy a major share of the market in a relatively long period of time. With the further liberalization of the market, while satisfying domestic demand, it is expected to further expand exports and win both domestic and international markets with quality and price advantages. In the face of more development opportunities facing special vehicles, enterprises with competitive strength and competitive awareness will be even more prosperous; on the contrary, those with poor technological equipment, weak product development capabilities, low management standards, and products that are repeatedly produced on a low-level basis The company will be eliminated.
Strengthening basic management is the main measure
The development of new products shall adhere to the enterprise development strategy of maximizing the market share and accelerating the leaps and bounds development of the core business of special vehicles, focusing on the technical innovation strategy, marketing strategy, talent strategy and brand strategy management and practice for the development of special vehicles. The continuous technological innovation stems from modern internationalized management methods. It is necessary to establish a scientific research management system that integrates planning, development, technology, technology, trial production, and office operations to ensure market research, product planning, and product development in the development of new products. , New product trial production, performance verification, product improvement, mass production, etc. have been carried out smoothly, and the closed-loop management of scientific research has been guaranteed in the organizational structure.
The development of new products also includes the improvement of existing products and expansion of market segments. Because the scope of new product development is innovation, modification, innovation, mapping, imitation or functional imitation, the development of the old product approach has the following advantages: less investment resources, shorter development cycle; the risk of losing money is minimal It is easy to coordinate the management of new product development and existing products, which is conducive to strengthening the existing product portfolio; accumulating production technology and management experience quickly; favoring the full utilization of the advantages of the enterprise; and making use of existing sales channels.
Create a rapid-response product development system. The first is to strengthen the market research, analysis and prediction for the leading private cars, refrigeration equipment, etc., to establish a powerful market information feedback system and analysis and prediction system; second is to rationalize the market research, project, development and design, trial production to product review, Establish a series of work processes such as stereotypes, process preparation, and production, and establish an efficient and rapid new product development system. Third, establish and improve the modularization design of special vehicles, product data management systems, and computer-aided process design systems, and further accelerate new product development. And product marketing speed.
Establish risk mechanisms and competition mechanisms for new product development and improve incentive mechanisms. First, we must actively follow the path of “production, learning, and research†and master cutting-edge technologies and core technologies. Second, we must establish a new product development fund to provide financial support for the development of new products. Third, establish a decision-making process for new product development in the organization. In order to control risks and improve the success rate of new product development; fourth is to try competitive bidding methods in new product development projects to determine the best commitment unit (personnel) and pay risk deposits; responsibility and risk are unified; Product development key personnel will be given generous treatment, rewards will be given for scientific research achievements, and technology elements will be incorporated into shares.
Finally, do a good job of information construction. Taking corporate system innovation, management innovation and technological innovation as the driving force, focusing on the integration of high-tech automotive product design and manufacturing systems and information resources management systems, and building information networks, the establishment of deep information applications and information resources sharing The purpose is to transform the company gradually with modern advanced management concepts, advanced management framework and advanced management methods, and to promote the digitalization and networking of scientific research, production, operation and management in an all-round way, and to meet the needs of scientific and technological progress.