运营管理新产品开发
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new product
6
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
7
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
8
Legislation/ Implementation Date
Encourages food processors and supermarkets to avoid using genetically modified ingredients, and farmers could stop growing them
Pedestrian-protection Reduces injuries and initiative (2001-2012) casualties in road (when all new cars sold accidents in Europe must comply)
• 服务设计 • 应用决策树来进行产品设计
5
什么是产品?
• Need-satisfying offering of an organization • Customers buy satisfaction, not parts • May be a good or a service
Video Snippet AMEX introduces a
Electrical-Waste directive (2006)
Telecom-dataprotection directive (mid-2003)
Warning
Biotech-Labeling laws (2003)
Stated Purpose
Industry Criticism
Makes electrical equipment easier to recycle in part by banning some hazardous substances
Raises costs of cars and restricts automaker’s design freedom
Chemicals review (staggered through 2012)
Eliminates health hazards due to chemicals
Restricts even minute use of dangerous substances, such as ethanol, in products such as cosmetics and detergents
投入期 成长期 成熟期 衰退期
营业收入
低 快速增长 缓慢增长 下降
14
Decline • Unless product makes a special contribution,
must plan to terminate offering • Harvard’s 4 squares of product development:
精品..Leabharlann 15各阶段产品的特性及管理重点
12
Growth
• Product design begins to stabilize • Effective forecasting of capacity becomes necessary • Adding or enhancing capacity may be necessary
13
Maturity
1
2
引例
杜邦公司产品开发的败笔
3
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
4
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-Aided Design (CAD) ❖计算机辅助制造Computer-Aided Manufacturing ❖虚拟现实技术 ❖价值分析 ❖环保化设计
Protects privacy on e-mail and the internet
Strengthens existing foodlabel laws and introduces labeling for animal feed containing genetically modified content
Bans some common flame retardants, raising the likelihood of fires
Makes surfing more onerous by restricting use of “cookies” to remember peoples preferences
9
产品构成
Product
Brand (Name)
Product Idea
Package
Physical Good
Features
Quality Level
Service (Warranty)
10
产品生命周期
Cost of Development & Manufacture
Sales Revenue
• Competitors now established • High volume, innovative production may be needed • Improved cost control, reduction in options, paring down
of product line
Sales, Cost & Profit .
Profit
Loss
Cash flow
Time
Introduction Growth Maturity
Decline
11
Introduction
• Fine tuning ❖research ❖product development ❖process modification and enhancement ❖supplier development
6
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
7
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
8
Legislation/ Implementation Date
Encourages food processors and supermarkets to avoid using genetically modified ingredients, and farmers could stop growing them
Pedestrian-protection Reduces injuries and initiative (2001-2012) casualties in road (when all new cars sold accidents in Europe must comply)
• 服务设计 • 应用决策树来进行产品设计
5
什么是产品?
• Need-satisfying offering of an organization • Customers buy satisfaction, not parts • May be a good or a service
Video Snippet AMEX introduces a
Electrical-Waste directive (2006)
Telecom-dataprotection directive (mid-2003)
Warning
Biotech-Labeling laws (2003)
Stated Purpose
Industry Criticism
Makes electrical equipment easier to recycle in part by banning some hazardous substances
Raises costs of cars and restricts automaker’s design freedom
Chemicals review (staggered through 2012)
Eliminates health hazards due to chemicals
Restricts even minute use of dangerous substances, such as ethanol, in products such as cosmetics and detergents
投入期 成长期 成熟期 衰退期
营业收入
低 快速增长 缓慢增长 下降
14
Decline • Unless product makes a special contribution,
must plan to terminate offering • Harvard’s 4 squares of product development:
精品..Leabharlann 15各阶段产品的特性及管理重点
12
Growth
• Product design begins to stabilize • Effective forecasting of capacity becomes necessary • Adding or enhancing capacity may be necessary
13
Maturity
1
2
引例
杜邦公司产品开发的败笔
3
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
4
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-Aided Design (CAD) ❖计算机辅助制造Computer-Aided Manufacturing ❖虚拟现实技术 ❖价值分析 ❖环保化设计
Protects privacy on e-mail and the internet
Strengthens existing foodlabel laws and introduces labeling for animal feed containing genetically modified content
Bans some common flame retardants, raising the likelihood of fires
Makes surfing more onerous by restricting use of “cookies” to remember peoples preferences
9
产品构成
Product
Brand (Name)
Product Idea
Package
Physical Good
Features
Quality Level
Service (Warranty)
10
产品生命周期
Cost of Development & Manufacture
Sales Revenue
• Competitors now established • High volume, innovative production may be needed • Improved cost control, reduction in options, paring down
of product line
Sales, Cost & Profit .
Profit
Loss
Cash flow
Time
Introduction Growth Maturity
Decline
11
Introduction
• Fine tuning ❖research ❖product development ❖process modification and enhancement ❖supplier development