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Competition of the manufacture has focus on the rapid response to market and products innovation. Develop new products to meet market demand is the embodiment of corporations product innovation capacity. Therefore, in order to succeed in business, achieve sustained economic growth, companies must develop competitive product.Establish an efficient new product development process will help corporations to improve new product development efficiency, reduce the risk of new product development and shorten the development cycle.The paper introduces the status of new product development projects and the existing new product development process, and analyzes the main problems of the existing development process. Find in the product development front, market analysis, technical feasibility analysis, economic analysis and risk assessment are not adequate, resulting in lack of the necessary controlling for new product development process, so new product development success rate is lower. Therefore, the emphasis of the product development process optimization are always focusing on the customer demands, competitors and market environment, and pay more attention to understand customer demands as a new product development-oriented. At any time understand current, future and deep-seated customers’requirement, provide customers with the satisfactory products and services. In addition, the new process highlight the importance of early events. Scientific assessment to determine the project in the earlier stages, can most effectively reduce risk and losses. Throughout the new product development process, are always paying attention to market trends and get full market information, provide the critical information for new product development.Compare to the existing product development processes, improved product development process can be more effective find the shortcomings and risks of new product development projects, which allows companies to more reasonable arrangement of resources, saving the cost of new product development, control product development risks and increase the success rate.
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