Abstract: Today, under the trend of market globalization, the rapid development of technology as well as the contraction of put more and more competitive pressures on the enterprises. As the result of the enterprise process innovation product life cycle, the development of new products is affected by many factors. According to the basic theories of corporate culture and from the angle of the process management of new product development, the impact mechanism of corporate culture on the new product development is analyzed and new ways for establishing innovative corporate culture are explered.

Key words: enterprise, new product, development, corporate culture