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1、硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧GOM 3Product Design and Process Selection硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球化运营管理 3产品设计与流程选择产品设计与流程选择硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧The Product Design ProcessMajor Business Functions Involved in the Product Development ProcessCustomerMarket
2、systemMarketingSales AdvancedresearchProductdesignProcessplanningproductionCustomerMarketsystemNeedsCustomerordersCalls PromotionNew ProductideasProductspecificationsTechnicalconceptsProduction ordersProducts Marketing& Sales Product DevelopmentManufacturing硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧产
3、品设计过程产品开发过程中涉及到的主要企业经营功能产品开发过程中涉及到的主要企业经营功能客户市场系统营销销售先进的研究产品设计工艺规划生产客户市场系统需要客户订单催款 促销新产品观念产品规格技术概念生产通知单产品营销与销售产品开发生产硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧The Product Design ProcessPHASEConcept DevelopmentProduct architectureConceptual designTarget marketProduct PlanningMarket buildingSmall-scale
4、testingInvestment/financialProduct/process EngineeringDetailed design of productand tools/equipmentBuilding/testing prototypesPilot Production/Ramp-UpVolume production prove outFactory start-upVolume increase tocommercial targetsProject Months before MarketBegins market introduction introduction 36
5、27 18 9 0SCHEDULETYPICAL PHASES OF PRODUCT DEVELOPMENTConceptProgram approvalDesign/planningFirst fullprototypeProductProcess Finalengineering releasePilot production MarketintroductionRamp-up硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧产品设计过程阶段 概念的形成产品结构概念设计目标市场产品规划市场建设小规模试验投资/金融产品/流程工艺详细的产品设计与工具/设备建造/
6、试验原型试生产/加速发展证明可进行大量生产工厂开工产量增加达到商业目标项目 投放市场前的 投放开始 月份 市场 36 27 18 9 0进度表生产开发过程的几个典型阶段生产开发过程的几个典型阶段概念项目得到批准设计/规划第一个完整的原型产品生产过程启动定案设计工作试生产 投放市场加速发展硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧The Product Design ProcesslThe Product Design ProcessDesign-build-test cycleEngineering “release” or “sign-off”Conc
7、urrent Engineering (CE)lThree types of teams: a program management team, a technical team, and numerous design-build teams硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧产品设计过程l产品设计过程设计建造试验周期 工程的“ 成功”或 “批准”并行工程 (CE)l有三类小组：一个项目管理小组、一个技术小组、多个设计-建造小组硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧4Concurrent Enginee
8、ringlConcurrent engineering can be defined as the simultaneous development of project design functions, with open and interactive communication existing among all team members for the purposes of lreducing time to market,decreasing cost, andimproving quality and reliability.硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交
9、易在阿里巧巧软商品交易在阿里巧巧4并行工程l并行工程可定义为，在所有小组成员中进行公开互动的交流的同时开发项目设计中的各项职能。其目的在于：l减少投放市场的时间，降低成本，提高质量和可靠性硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧5Designing for the CustomerlIndustrial DesignlAestheticslErgonomicslQFD (quality function deployment) lVA/VE (value analysis/value engineering)硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软
10、商品交易在阿里巧巧软商品交易在阿里巧巧5为客户展开的设计l产业设计l美学l人体工程学lQFD (质量功能开发)lVA/VE (价值分析/价值工程)硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧6Quality Function DeploymentlInterfunctional teams from marketing, design engineering, and manufacturinglVoice of the customer (customer requirement)lHouse of Quality 硬商品买卖在阿里巴巴硬商品买卖在阿里巴
11、巴 软商品交易在阿里巧巧软商品交易在阿里巧巧6质量功能开发l营销、设计工程及制造等跨职能小组l客户呼声 (客户需求)l品质屋House of QualityCustomer RequirementsImportance to Cust.Easy to closeStays open on a hillEasy to openDoesnt leak in rainNo road noiseImportance weightingEngineering CharacteristicsEnergy needed to close doorCheck force on level groundEner
12、gy needed to open doorWater resistance106692375332XXXXXCorrelation:Strong positivePositiveNegativeStrong negativeX*Competitive evaluationX = UsA = Comp. AB = Comp. B(5 is best)1 2 3 4 5XABX ABXABA X BX ABRelationships:Strong = 9Medium = 3Small = 1Target valuesReduce energy level to 7.5 ft/lbReduce f
13、orceto 9 lb.Reduce energy to 7.5 ft/lb.Maintaincurrent levelTechnical evaluation(5 is best)54321BAXBAXBAXBXABXABAXDoor seal resistanceAccoust. Trans.WindowMaintaincurrent levelMaintaincurrent level7硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧品质屋客户需求对客户的重要性易于关闭敞开置于山上易于打开在雨天不漏水无马路噪音权衡重要性工程特点关门所需要的能量水平地面的
14、检验力开门所需要的能量防水106692375332XXXXX相关性：较强的正相关正相关负相关较强的正相关X*竞争评价X =自己sA = 竞争对手AB = 竞争对手B(5为最好)1 2 3 4 5XABX ABXABA X BX AB关系：强 = 9适中 = 3小=1目标价值：将能量水平降到 7.5英尺/磅将力减小到to 9磅.将能量减少到 7.5英尺磅保留现有水平技术评价(5 为最好)54321BAXBAXBAXBXABXABAX门栓的阻力消音窗户保留现有水平保留目前水平7硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧8VA/VElAchieve equiv
15、alent or better performance at a lower cost while maintaining all functional requirements defined by the customerDoes the item have any design features that are not necessary?Can two or more parts be combined into one?How can we cut down the weight?Are there nonstandard parts that can be eliminated?
16、硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧8价值分析/价值工程l在保证满足客户所有功能需求的情况下以较低的成本取得同样或较好的业绩该项目有任何不必要的设计特点吗？两个或多个零部件能合并成一个吗？我们如何减少重量？有可以淘汰的非标准零部件吗？硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧10Design for Manufacturing and AssemblylGreatest improvements related to DFMA arise from simplification of the product
17、by reducing the number of separate parts:l1. During the operation of the product, does the part move relative to all other parts already assembled?l2. Must the part be of a different material than or be isolated from other parts already assembled?l3. Must the part be separate from all other parts to
18、 allow the disassembly of the product for adjustment or maintenance?硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧10制造和装配设计l有关制造和装配设计最大的改进工作是通过减少各零部件数量以简化产品而实现的：l1.在产品使用期间，该零部件与已装配的其它所有零部件均有关系吗？l2. 该零部件必须与已装配的其它零部件不同或与那些部件隔开吗？l3. 该零部件必须与其它所有零部件都分开以使产品在调节或维护过程中容易拆卸吗？硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里
19、巧巧Process SelectionlProcess Selection:Refers to the strategic decision of selecting which kind of production processes to have in the plantlTypes of Processes:Conversion Processes: changing iron ore into steel sheetsFabrication Processes: forming gold into a crown for a toothAssembly Processes: asse
20、mbling a fender to a carTesting Processes: 硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧流程选择l流程选择：参考一下就在厂内选择何种生产流程作出的战略决策l流程类型：转化流程：将铁矿转化成钢板制作流程：将黄金制成牙冠装配流程：将防护板组装到汽车上检验流程硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧Process SelectionlProcess Flow Structures (4)Job shop: production of small batches of a larg
21、e number of different productsBatch shop: a somewhat standardized job shopAssembly line: production of discrete parts moving from workstation to workstation at a controlled rate, following the sequence needed to build the productContinuous flow: conversion or further processing of undifferentiated m
22、aterials such as petroleum, chemicals, or beer.The Virtual Factory硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧流程选择l工艺流程结构(4)加工车间：生产大量不同产品中的一小部分批量车间：某种标准化的加工车间装配流水线：按照制造产品必需的顺序生产，以一定速度在工作站之间流动的独立零部件。连续流程：对未经过区分的材料（如石油、化工制品或啤酒等）进行转化或进一步加工。虚拟工厂IV.ContinuousFlowIII.AssemblyLineII.BatchI.JobShopLowVolumeOne
23、 of aKindMultipleProducts,LowVolumeFewMajorProducts,HigherVolumeHighVolume,HighStandard-izationCommercialPrinterFrench RestaurantHeavyEquipmentCoffee ShopAutomobileAssemblyBurger KingSugarRefineryFlexibility (High)Unit Cost (High)Flexibility (Low)Unit Cost (Low)Source: Modified from Robert Hayes and
24、 Steven Wheelwright, Restoring Our Competitive Edge: Competing through Manufacturing (New York: John Wiley & Sons, 1984). p. 209.13Product-Process Matrix硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧IV.连续流程III.装配流水线II.批量车间I.加工车间低产量其中一种产品多，产量低主要产品少，产量高高产量，高标准化商业打印机法国饭店重型设备咖啡店汽车组装汉堡王糖精炼灵活性 (高)单位成本 (高)灵活性 (
25、低)单位成本 (低)资料来源：根据罗伯特 海斯与史蒂文 韦尔莱特合蓍的名为恢复我们的竞争优势：通过制造参与竞争(纽约：John Wiley&Sons1984) 第209页内容修改而来。13产品工艺矩阵产品工艺矩阵硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧Flow Diagrams* = Points critical to the success of the service = Points at which failure is most often experiencedService visible to customerService not
26、visible to customerCustomer drops off car Mechanic makes diagnosis* Discuss needed work with customer*Customer departs with carCollect paymentNotify customer Checkparts availabilityPerform workParts availableOrder partsInspect/ test and repair Perform corrected workCorrective work necessaryRepair no
27、t authorized Repair completeParts not availableRepair authorized硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧流程图流程图* =对服务成功与否至关重要的方面对服务成功与否至关重要的方面 = 经常经历失败的方面经常经历失败的方面客户可看到的服客户可看到的服务务客户看不到的服务客户看不到的服务客户把车留客户把车留下下 机修工找出机修工找出毛病毛病* 与客户讨论与客户讨论需要进行的需要进行的工作工作*客户将车客户将车开走开走收款收款通知客户通知客户检查是否有检查是否有零配件零配件完成工作完成工作零配件
28、可零配件可用性用性订购零订购零配件配件检查检查/检检测与维修测与维修完成校正完成校正工作工作必要的校正工作必要的校正工作维修未获批维修未获批准准维修完成维修完成没有零配件没有零配件维修获得批维修获得批准准硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧Designing Global Products and ServicesCustomized Periphery LargeStandardized Core Ideal Global ProductsPlatform (the chassis and related parts) for Automotiv
29、e IndustryHighLowLowHighBreadthOf lineIn EachCountryGlobal Product StandardizationEuropeanOptions in Global Product Line StrategyBusiness can standardize the worldwide mix of Products as well as the content of a productAn American chemical additives company versus Its European competitor:1.Did the c
30、ompetitors approach suggest that customer needs were as2.different as this businesss executives assumed?3.2. Did this businesss product line strategy incur unnecessary costs?American硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧设计全球产品与服务按客户要求定制外围设备 较大的标准 化核心、 理想的全球产品汽车产业平台(底盘与相关零配件)高低低高各个国家产品系列范围全球产品标准化欧
31、洲全球产品系列战略中的选择方案企业可以对全世界范围内的产品组合及产品组成进行标准化处理在一家美国化学添加剂公司与其欧洲竞争对手的对比中：1.该竞争对手的作法表明客户的需求与企业行政主管们设想的不一样吗？2.2. 该企业的产品系列战略会造成不必要的成本吗？美国硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧Designing Global Products and ServicesBenefitsCost ReductionThe higher the development cost relativeTo expected revenues, the more
32、 need thereIs to develop a few global or regional productsRather than many national productse.g. ethical drugsImproved QualityReducing the worldwide number of products allows financial and management resources to be focused on the smaller number of productsEnhanced Customer PreferenceHertz lessonCom
33、petitive LeverageJapanese experience suggests that smallerCompetitors may have greater need forStandardized productsDrawbacksSome aspects of national needs may Have to be sacrificedCanon chose to design from scratch a global products硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧设计全球产品与服务益处减少成本减少成本与预期收益有关
34、的开发成本越高，开发几种全球或区域产品(并非许多国家产品，如凭医生处方才能购买的药品)的必要性就越大。提高质量提高质量在全球范围内减少产品的数量使金融和管理资源能够集中用到数量小一些的产品中去。强化客户偏好强化客户偏好赫兹原理在竞争中起杠杆作用在竞争中起杠杆作用日本公司的经验表明，小型竞争者可能更需要标准化产品。缺点可能会使国家的某些需求得不到满足佳能公司决定一开始就设计全球产品硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDlThe process of New Product Development (NP
35、D), a key network of functions and subsidiaries, is receiving increasing attention for several reasons:Because competitive advantages at the product level do not last long in most industries, the winners are those who create a sequence of short-lived advantagesAs product life cycles get shorter, wit
36、h fewer years to recover the fixed R&D costs, products must be spread across more countries to capture the necessary revenue. The process is one of the principal drivers for the shift in power from countries to business units.Attractive features: use of new electronic tools and new-product architect
37、ures; a product concept in digital form can be worked on from anywhere by anyone.硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程l新产品开发流程，是由职能部门和子公司组成的一个关键网络，正由于以下原因日益受到人们的关注：因为在大多数产业，产品本身的竞争优势并不会持续很长时间，赢家往往是那些能够创造一连串短期优势的公司。由于产品寿命周期变短，收回固定研发成本的年数变少，所以必须将产品销往各个国家，以取得必要的收入。这一过程是将权力从国家转移到企业单位的主要驱动因素
38、之一。引人注目的特点：运用新的电子工具和新产品结构；任何人在任何地方都可以对以数字形式存在的产品理念产生影响。硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDlThe Evolution of NPD1960s to 1970s:lThe process sequential and longlRelatively straight-forwardAll aspects have changed:lAn increasing number of “design for” initiativesDesign fo
39、r manufacturabilityDesign for reliability (quality assurance engineers entered the design processDesign for serviceabilityDesign for usability: anthropologists entered the process, along with artists and designersNew: design for recyclability硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程l新产品开发的演
40、变过程20世纪60年代到70年代：l这一过程连续而漫长l相对直截了当所有方面都已发生变化：l“设计”提议的数量越来越多可制造性设计可靠性设计(质量保证工程师加入该设计过程)适用性设计可用性设计：加入这一过程的有人类学家、艺术家和设计师新设计：可循环性设计硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDlEach new player wants to enter as early as possible to influence original processlFrom sequential to simul
41、taneousExternal Players:lEarly supplier involvementlCustomerTime-to-Volume shortenedlPressures for Global ProductsThe capture of economies of scalelRising R&D costslReduction of product life cycleThe reduction in fixed costs associated with reducing the number of products, packages, and ads.硬商品买卖在阿里
42、巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程l参与竞争的新手都想尽早参与竞争以影响原有流程。l由按顺序进行变为同时进行外来参与者：l供应商的早期参与l客户从设计到产量的时间缩短l全球产品面临的压力获得规模经济l研发成本增加l产品寿命周期缩短固定成本的减少与产品数量、包装和广告的减少有关。硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDlBlack & DeckerlProcter & Gamble, a leader in simplifying its product
43、lines.Convergence of preferences and tastes around the worldlGlobal Development ProcessPlatformslComputer: hardware nearly the same, software to accommodate local languageslHondas flexible framePostponementlDelay in the differentiation of a product for a particular country or customer to the last po
44、ssible step in the supply chainlDelay in freezing the product design or concept until the last moment硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程l布莱克达科公司(Black & Decker)l保洁公司，在简化产品系列方面堪称领头羊。全世界人们的偏好和品味集中l全球开发流程平台l计算机：硬件几乎都一样，软件有当地语言版本l本田灵活的车形延期l在供应链中将销往某一国家或某一客户的产品差别化过程尽可能推迟到最后一个阶段l将产品设计或概念的冻结
45、过程推迟到最后一刻硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDTwo Models of Effective Product Development with Delay in Freezinga. Traditional ModelProjectConcept Market Start FreezeIntroduction Concept ProductDevelopment DevelopmentConcept Lead TimeDevelopment Lead Timeb. Flexible Mode
46、lProjectConcept Market Start FreezeIntroductionConcept DevelopmentImplementationConcept Lead TimeDevelopment Lead TimeWorks fine when implementationtime is short and when there arefew changes to the technologythe market, and the internalprioritiesPostponing decisions aboutthe most volatile and costl
47、yproduct components. It alsoInvolves frequent, early testof the concept itself. The customer is brought in fromthe beginning and exposed to prototype.硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程有效产品开发中推迟冻结过程的两种模式a. 传统模式传统模式项目概念 投放 开始 冻结 市场 概念 产品 开发 开发概念投产准备时间概念投产准备时间开发投产准备时间开发投产准备时间b. 灵活的模式灵活的
48、模式项目概念 投放 开始 冻结 市场概念开发实施概念投产准备时间开发投产准备时间开发投产准备时间实施时间比较短，且技术、市场和内部优先少有变化时，这种模式发挥作用。推迟对最不稳定、最昂贵的产品部件作出决策。其中还会对概念本身进行频繁的早期检验。客户从一开始就加入该过程，能够看到这一原型。硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧New Global Process of NPDComputer-aided Design (CAD)lFrequent testing possiblelThree-dimensional representationlSim
49、ulationlRapid prototypingModular Product ArchitecturelThe rate of innovation increases because each unit can independently experiment the design concurrentlylOnce the architecture is decided on, each unit can implement the design concurrentlylWith the greatly reduced need for communication across groups, a company can locate design efforts in the best places globally硬商品买卖在阿里巴巴硬商品买卖在阿里巴巴 软商品交易在阿里巧巧软商品交易在阿里巧巧全球新产品开发流程计算机辅助设计l可能进行的频繁测试l三维表示法l模拟l快速确定原型模块产品结构l创新速度加快，因为各单位能够同时对设计进行独立的实验。l结构一旦确定下来，各单位便可同时执行该项设计。l在各集团之间交流的必要性大大减少的情况下，公司可在全球范围内找出最佳地点进行设计
