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1、第五讲新产品开发 杜邦公司产品开发的败笔 引例 内容提要 产品和服务选择支持竞争优势的产品战略选择产品生命周期生命周期与战略产品价值分析新产品新产品的机遇新产品的重要性新产品开发产品开发系统质量功能展开组织新产品开发可制造性和价值工程 内容提要 续 产品设计鲁棒设计模块化设计计算机辅助设计Computer AidedDesign CAD 计算机辅助制造Computer AidedManufacturing虚拟现实技术价值分析环保化设计服务设计应用决策树来进行产品设计 Need satisfyingofferingofanorganizationCustomersbuysatisfaction
2、notpartsMaybeagoodoraservice 什么是产品 VideoSnippetAMEXintroducesanewproduct 产品战略选择 产品差异化战略 低成本 快速响应 高质量服务最好的技术 开发新产品的原因 经济变革社会与人的变化技术的进步政治与法律的变化市场条件 专业标准 供应商和分销商等的改变 Warning 产品构成 产品生命周期 Sales Cost Profit Introduction Maturity Decline Growth CostofDevelopment Manufacture SalesRevenue Time Cashflow Loss
3、Profit Introduction Finetuningresearchproductdevelopmentprocessmodificationandenhancementsupplierdevelopment Growth ProductdesignbeginstostabilizeEffectiveforecastingofcapacitybecomesnecessaryAddingorenhancingcapacitymaybenecessary Maturity CompetitorsnowestablishedHighvolume innovativeproductionmay
4、beneededImprovedcostcontrol reductioninoptions paringdownofproductline Decline Unlessproductmakesaspecialcontribution mustplantoterminateofferingHarvard s4squaresofproductdevelopment 各阶段产品的特性及管理重点 新产品开发策略 获取或开发新产品开发失败率高失败的原因各有不同 NikeacquiredConversein2003for 305million 10 19 讨论 成功案例谈谈你近来接触的新产品 你认为在不
5、远的将来它将失败的原因何在 Why PercentofSalesFromNewProduct 3Mwants25 ofitssalesfromproductslessthan5yearsold FewSuccesses 0 500 1000 1500 2000 DevelopmentStage Number 1000 Marketrequirement Designreview Testing Introduction 25 Productspecification 100 Functionalspecifications Onesuccess 500 产品价值分析 将产品对企业的价值贡献按降
6、序排列可帮助管理者识别产品的优先级并评价可行的策略 产品开发阶段 IdeagenerationAssessmentoffirm sabilitytocarryoutCustomerRequirementsFunctionalSpecificationProductSpecificationsDesignReviewTestMarketIntroductiontoMarketEvaluation Scopeofproductdevelopmentteam Scopeofdesignformanufacturabilityandvalueengineeringteams 质量功能展开 Qualit
7、yFunctionDeployment QFD IdentifycustomerwantsIdentifyhowthegood servicewillsatisfycustomerwantsRelatecustomerwantstoproducthowsIdentifyrelationshipsbetweenthefirm showsDevelopimportanceratingsEvaluatecompetingproducts IdeaGenerationStage ProvidesbasisforentryintomarketSourcesofideasMarketneed 60 80
8、engineeringemployeesFollowsfrommarketingstrategyIdentifies defines selectsbestmarketopportunities Intuit amarketeroffinancialsoftware asksfornewproductideasfromcustomers CustomerRequirementsStage Identifies positionskeyproductbenefitsStatedincorebenefitsproposition CBP Example Longlastingwithmorepow
9、er Sears DieHardBattery IdentifiesdetailedlistofproductattributesdesiredbycustomerFocusgroupsor1 on 1interviews CategoriesofCustomerNeeds ProductSatisfaction Newtechnology Humansafety User friendly Easeofuse Compatibility Promptnessofservice Keepingcustomersinformed ProductDissatisfaction Warranties
10、 Methodsofhandlingcomplaints 24hoursaccess BBS Toll freetelephonenumber Computerizeddatabase Keepingcustomersinformed 卡诺模型 Dissatisfiers Alsoknownas must be basic or expectedquality Isafeaturethatcustomertakesforgrantedwhenitispresented butthatcausesdissatisfactionwhenitismissing Customercomplaintsa
11、reaprimarysourceofinformationonexistingdissatisfiersinourcurrentproducts Examples Scratchesorblemishesonthesurfaceofaproduct Isnotworkingasspecified Brokenparts Missinginstructionbooklets Missingfeaturesthatareroutinelysuppliedinsimilarproducts Isunsafetouse Doesnotconformtolocalstandard Satisfiers
12、Alsoknownas desiredquality becausetheyrepresenttheaspectsoftheproductthatdefineitforthecustomer Arefeaturesthatcustomerswantintheirproductsandusuallyaskfor Themoreweprovideofasatisfier thehappiercustomerswillbe Aretheattributesusedasbenchmarksforcompetitiveanalysis Examples Increasedcapacity space L
13、owerprice cost Higherreliability Greaterspeed Easiertouse Delighters Alsoknownas excitingquality or unexpectedquality Arefeaturesthatarepleasantsurprisestocustomerswhentheyfirstencounterthem However ifdelightersarenotpresent customerswillnotbedissatisfied sincetheywillbeunawareofwhattheyaremissing W
14、ecannotlearnaboutproductdelightersbydirectlyaskingourcustomers Examples Createnewmarkets Sony sWalkman MiniVan Createtemporarycompetitiveadvantages softdrinkholders Driversideslidedoor One touchrecording LCDviewerinvideocamera FunctionalSpecificationStage Definesproductintermsofhowtheproductwouldmee
15、tdesiredattributesIdentifiesproduct sengineeringcharacteristicsExample printernoise dB PrioritizesengineeringcharacteristicsMayrateproductcomparedtocompetitors DetermineshowproductwillbemadeGivesproduct sphysicalspecificationsExample Dimensions materialetc DefinedbyengineeringdrawingDoneoftenoncompu
16、terComputer AidedDesign CAD ProductSpecificationStage QualityFunctionDeployment Productdesignprocessusingcross functionalteamsMarketing engineering manufacturingTranslatescustomerpreferencesintospecificproductcharacteristicsInvolvescreating4tabular Matrices or Houses Breakdownproductdesignintoincreasinglevelsofdetail Aanewcameradesign BuildaHouseofQuality 1984 1994T MakerCo HouseofQualityExample HouseofQualityExample HouseofQualityExample HouseofQualityExample Highrelationship Mediumrelationship
