Study on Research and Development Strategy of Motors Manufacturing Enterprise for Competitive Advantage

New product life cycle is getting shorter, and it's getting more and more customized designed products. In order to face the global competition, enterprises have to develop a new product instantly according to customer demand and best utilize their own core competences. Product research and development is very important for the survival of motors manufacturing enterprises. Under new economic environment product R & D strategy research becoming a popular focus. The motors industry faces competition pressures and diverse market demands which increase day by day, and more and more enterprises start to carry on strategic transformation with design chain management thoughts. This paper analyzes the importance of product R & D strategy on motors industrial value chain, and proposes automotive product R & D strategy which is based on collaborative product design chain. Then it enumerates the existing product development problems under traditional supply chain environment, discusses early supplier involvement and collaborative design pattern of adaptation customer demand change in product design chain, proposes the collaborative innovation model of motors product which is based on product design chain, with a view to enabling motors manufacturing enterprises to obtain competitive advantages under certain resources restraints.