运营管理复习题 第3章

CHAPTER 3 NEW PRODUCT AND SERVICES DEVELOPMENT, AND
PROCESS SELECTION
第三章新产品、服务开发与流程选择
Chapter Overview
本章概述
This chapter looks at the issues related to new product and service development and the selection of the processes to deliver them. New products and services are being emphasized today because of increased competition and advances in technology. Organizations are constantly looking to reduce the time from idea generation to the market and to improve the ability of the design to meet the customers' requirements for new products. This is being accomplished in several ways including concurrent engineering, quality function deployment, and design for manufacturability. The new service development process varies slightly from products in that in many cases you design the service and the service delivery process simultaneously. Also customer contact plays a very substantial role in the design of the service process.
本章探讨了有关新产品和服务的开发以及流程选择的问题。

当今企业十分强调新产品和服务，因为这可以提高企业竞争力和促进技术进步。

企业不断的缩短产品从形成概念到推向市场的时间，并提高企业的设计能力来满足客户对新产品的需求。

可以通过不同的方式来实现新产品的开发包括：并行工程，质量功能展开，面向可制造性设计。

新服务的开发与新产品的开发不同的是在很多情况下服务设计与服务流程传递同时进行。

客户接触在服务设计的过程中是个很重要的角色。

Major Points of Chapter
本章要点
1.Emphasis is being placed on new goods and services because of increased competition
and advances in technology.
1．当今企业十分强调新产品和服务，因为这可以提高企业竞争力和促进技术进步。

2.The ability to introduce new products faster than competitors can lead to greater market
share, price premiums, quick response to competition, and setting industry standards.
2．具有比竞争对手更快的新产品生产能力可以使企业获得更多的市场份额，溢价，快速响应竞争以及制定行业标准。

3.Categories of new products include incremental or derivative products, next generation or
platform products, breakthrough or radical products.
3．新产品分类包括派生产品，换代产品，创新产品（突破性产品）。

4.Concurrent engineering is being used to shorten the new product development process.
It involves a coordinated effort of all functional area.
4．并行工程的应用可以减少新产品的开发时间，它包括协调全部职能范围的努力。

5.Type of manufacturing processes range from project to intermittent to line flow.
5．制造型企业的生产流程类型有项目型，离散加工型和流水型。

6.New service offerings include window dressing, breadth of offerings, revolutionary, and
channel development.
6．新服务包括粉饰型服务，多样化服务，创新型服务和渠道开发型服务。

7.The service-system design matrix is a framework for relating sales opportunities with
ways a service can interact with a customer.
7．服务系统设计矩阵是联系销售机会与和顾客互动服务方式的一个框架。

8.Service processes include the production line approach, the customer involvement
approach, and the personal attention approach.
8．服务流程包括生产线方式，自助服务方式和个体维护方式。

Review and Discussion Questions
复习与讨论题：
1.Why is it important for a firm to have an effective new product (or service) development
process?
Two major causes for the increased emphasis on developing new products are increased competition and advances in technology. Additionally, introduce new products faster than competitors can lead to greater market share, price premiums, quick response to competition, and setting industry standards.
1．为什么有效的新产品（服务）开发过程对企业很重要？
开发新产品和服务变的越来越重要的两大原因是市场竞争的越加激烈和技术的进步。

另外，比竞争对手更快的开发新产品可以使企业获得更多的市场份额，溢价，快速响应竞争以及制定行业标准。

2.What are the benefits available to the firm that can develop new products faster than its
competition?
The benefits to developing new products faster than the competition are greater market share, price premiums, quick reaction to competition, and setting industry standards.
2．比竞争对手更快的开发新产品有何优势？
比竞争对手更快的开发新产品可以使企业获得更多的市场份额，溢价，快速响应竞争以及制定行业标准。

3.Describe the three different categories of new products. Discuss how each category
differs from the others in terms of resources expended and the impact on the firm's manufacturing processes.
The three categories of new products are incremental or derivative products, next generation or platform products, and breakthrough or radical products. Incremental products or derivative products are hybrids of existing products. Such new products require minimal changes in both product design and the manufacturing process. The resource requirements are significantly less than other types of new products.
Next generation or platform products represent new "system" solutions for the customer. They require more resources than incremental new products.
Breakthrough or radical products require the most in terms of resources and manufacturing processes. When introduced, this type of product creates an entirely new product category. They require substantial product design and process change.
3．描述三类新产品并讨论每一类新产品对资源的需求以及对企业制造流程的影响。

三类新产品是派生产品，换代产品和创新产品。

派生产品是对现有产品的功能的综合和改进。

这类产品通常是对产品设计和生产流程做微小的改动。

派生产品对资源的需求明显要比其他种类新产品要少。

换代产品是给顾客展现出新的解决方案。

换代产品对资源的需求要比派生产品对资源的需求多。

创新产品需要更多的资源和生产流程变动。

创新产品的开发生成了一类全新的产品。

创新产品的开发需要对产品设计和流程进行很大的变动。

4.Discuss the four different categories of new services that are categorized by the amount of change in content and delivery method with respect to a firm's existing services.
The four categories of new services are window dressing, breadth of offerings, revolutionary and channel development. Window dressing services define those services that have a small incremental change in terms of content and delivery. These usually have very little impact on the firm's service operations and can be brought to market rapidly.
Breadth of offerings represents a significant design change in terms of content. However, it is delivered to the customer in much the same manner. The key to success is to deliver all of the different types of content to each of the corresponding market segments in an effective and efficient manner. This is somewhere in the middle in terms of resources.
Revolutionary services represent new services that provide both new content and new delivery method. These types of services typically take longer to bring to market, and require more resources than the other categories.
Channel development services provide the same content, but deliver them differently, often through a new channel. When developing these new channels, managers need to recognize that process development is critical. Customers expect to receive the same level of service that they received from previous channels in the new channel.
4．请讨论根据企业需要提供的服务内容以及服务的传递方式的变化两个维度，把服务分成四种不同的新服务。

四种新服务是粉饰型服务，多样化服务，创新型服务和渠道开发型服务。

粉饰型服务被定义为需要提供的服务内容和传递方式没有多大变化。

粉饰型服务通常对企业新有服务的运营影响很小，并能在相对较短的时间内进入市场。

多样化服务是指需要全新的服务内容，而服务的传递方式保持不变。

多样化服务的关键是要响应细分市场的需要高效的将不同的服务内容传递到市场。

多样化服务对资源投入的需求处于四种新服务的中间。

创新型服务需要提供全新的服务内容和传递方式。

创新型服务进入市场的时间一般比较长，比其他种类的新服务需要较多的资源投入。

渠道开发型服务提供的服务内容没多大变化，但需要全新的传递方式。

开发这种新服务时，管理人员必须认识到服务过程开发过程的重要性。

顾客希望通过新渠道获取与原来通过传统的渠道所得到相同质量的服务。

5.What is the difference between incremental and radical service innovations?
Incremental new services include service line extensions, service improvements, and style changes. Service line extensions are viewed as new services that augment current services. Service improvements are new services that change the features relative to existing services. Style changes are viewed as modest forms of visible change with respect to how they impact customer perceptions, emotions, and attitudes.
Radical service innovations are new service offering that were not previously available, or new service delivery systems for existing services. The three subcategories for radical service innovation are major innovations, start-up services, and new services for current markets. Major innovations consist of new services that address markets that are not fully defined and are often driven by information and computer-based technologies. Start-up services provide new services to established markets that are already served by existing services. New services for current market are defined as new service offerings that are provided to existing customers of an organization.
5．指出创新服务与派生服务的区别。

派生服务包括服务线扩展型，服务改进型和风格转变型。

服务扩展型是对现有服务增加新的服务项目。

服务改进型是一种改进现有服务特征的新服务。

风格转变型是新服务中最常见的一类，对那些影响顾客的感知、情感和态度的方面进行湿度的可视化转变。

创新型服务提供了以前没有的新服务或新服务过程系统。

创新型服务也可细分为三小类：开创型，挖掘型和填补型。

开创型是指对尚未完全开发的市场提供新服务，一般利用信息技术和计算机技术来实现。

挖掘型是对拥有现有服务的既有市场提供新服务。

填补型服务是指对企业现有的顾客提供服务。

6. Describe what is meant by the "voice of the customer."
Voice of the customer refers to customer feedback. It is used in the quality function deployment process to determine product specifications.
6．述“顾客心声”的涵义。

顾客心声是指顾客的反馈，通常应用在质量功能展开过程来确定产品的开发。

7. Identify the two methods used by firms to generate new product ideas.
Two methods are market pull and technology push. Market pull refers to the primary force being the voice of the customer through marketing. Technology push is where the customer may not even be aware of the new product, but the R&D function is pushing the new product through the company to the customer.
7．指出新产品创意的两种方法。

新产品创意的两种方法是市场拉动型和技术推动型。

市场拉动型是指产生创意的主要动力是市场种顾客的心声。

技术推动型是指顾客可能没有意识到对新产品的需求，而是由企业的研发部门开发出来并推向市场。

8. Identify and describe the four major phases of the new product development process.
The phases are idea generation, concept development, product development, and production design. Idea generation involves developing the idea for the product, which can come from market pull or technology push.
Concept development involves the initial design along with a detailed analysis of the market and customer requirements.
Product development involves translating the needs of the customer into design specifications. Many times quality function deployment is used at this stage to perform this process.
Finally, manufacturing must translate the product design into a manufacturable product. Design for manufacturability (DFM) is commonly used for this process.
8．阐述新产品开发过程的4个主要阶段。

新产品开发的4个阶段是：创意形成，概念开发，产品开发，生产设计。

创意形成包括对产品创意的发展，可以从市场拉动和技术推动中获取。

概念开发包括产品的初始设计和对市场中顾客需求的详细分析。

产品开发包括将顾客的需要转换为产品的具体设计，通常情况下此阶段要应用质量功能展开。

最后，企业要将产品设计转化为可生产的产品，面向可制造性设计一般应用在这个阶段。

9.What is concurrent engineering and why is it critical for a successful new product
development effort? Describe the concept of design for manufacturability and indicate why it is closely connected to concurrent engineering.
Concurrent engineering is the simultaneous and coordinated efforts of all functional areas that it accelerates the time to market for new products. Its real advantage is the reduction to time to market that provides for a competitive advantage to the firm.
Design for manufacturability (DFM) provides guidance as an organization translates the functional product design into a manufacturable product. For example, one aspect of DFM is to reduce the number of parts. One basic rule is "Be obvious.” Design a product so that a user can look at it, understand it, and figure out how to use it--quickly, and without an instruction manual.
DFM is part of concurrent engineering. Concurrent engineering takes the product from idea to manufacturable product. Therefore DFM is part of this process.
9．什么是并行工程？为什么它对成功的新产品开发很重要？描述面向可制造性设计的概念，并指出其与并行工程密切相关的原因。

并行工程是指协调企业各职能部门同时对产品进行开发，加速新产品推向市场的速度。

它的优势是减少了新产品推向市场的时间提高了企业竞争力。

面向可制造性设计为功能性的产品设计转化为可制造性的产品提供了向导。

例如，面向可行性设计一方面使产品零部件数减少。

设计遵循的一个基本原则是——易懂。

产品的设计要让顾客很快领会，很快学会如何使用，且不需要使用指导手册。

DFM是并行工程的一部分。

并行工程从产品构思到生成，因此DFM只是并行工程的一部分。

10.Identify and describe the four stages of the new service development (NSD) process.
The four stages are design, analysis, development, and full launch. Design consists of the formulation of the objectives and strategies of the new service. The analysis stage considers the financial implications of the new service and examines the supply chain issues relevant to its delivery. In the development stage, the service design is completed and tested, and a pilot run of the service is conducted. Finally, the full launch stage begins when the service is released to the marketplace.
10．阐述新服务开发过程的4个阶段。

新服务开发的4个阶段是：设计阶段，分析阶段，开发阶段和全面上市。

设计阶段包括对新服务目标以及战略的制定、服务概念的开发及测试，分析阶段包括对财务的分析并考虑与服务传递相关的供应链问题。

开发阶段包括服务设计的完成和测试以及服务的试运行。

最后，全面上市阶段即将新服务投入市场。

11.What are the three major categories of manufacturing processes, and how do they differ
in terms of operational characteristics?
The three major types of processes operate on a continuum from project to intermittent to line-flow. The extremes of the continuum are project and line-flow. Production volumes are higher at the line flow end versus flexibility in product offerings at the project end. Line-flow typically has higher fixed cost, but low variable cost compared to project.
Additionally, skill level of workers is generally higher for project processes than for line-flow processes. There has been some discussion that this categorization of processes might be outmoded with the advent of new processes such as FMS. However, alternative categorizations have not been terribly convincing or widely adopted.
11．对于制造业而言，三大类工艺流程分别是什么？在运营特征上有何区别？
制造业的三大工艺流程是项目型，离散加工型和流水型。

流水型可以生产大量的产品，但是缺少柔性。

流水型工艺流程固定资本高，但是需要很少的变动资本。

项目型工艺流程的工人技能要比流水型的工人技能水平高。

当今一直争论认为流水型生产已经过时，应该被新的流程所代替，例如FMS型流程。

但是可供替代的生产流程还未被广大企业所认同，也没有大规模的应用。

12.Why is it important that managers understand the relationship between the various stages
of a produc t’s life cycle and the different types of processes that are available for manufacturing that product?
Changes occurring during the product life cycle have implications for process choice. During the early stages of the product life, a project orientation is utilized to produce prototypes and small numbers of product for testing. As time passes, the product is accepted by the customer and demand increases. This increasing demand drives the choices in process technologies, as higher volume, standardized production is required. Eventually, when the product becomes a commodity, very efficient mass processes may be required to maintain competitiveness.
12．为什么能认识到产品生命周期的不同阶段与不同工艺流程之间的关系对管理者来说非常重要？
产品生命周期内的变化促使企业选择不同的工艺流程。

在产品生命周期的初始阶段，工程的目的利用工艺流程制造出产品模型并进行小批量的生产来进行测试。

随着时间的推移，产品逐渐被顾客所认同并且需求增加。

旺盛的需求促使企业选择能产生大量的标准化产品的流程。

最后，当产品变为市场中普遍的商品时，企业需要高效的流程来维持其竞争力。

13.Identify the high-contact and low-contact operations of the following services:
a. A dental office.
Dental office high contact includes waiting rooms, receptionists, dentist(s), hygienist(s), x-ray, etc., while labs would be low contact.
b.An airline.
Airline high contact includes reservations desk, loading concourse, plane with crew and attendants, etc. Low contact includes maintenance, baggage handling, tower operations, etc.
c.An accounting office.
In an accounting office, high contact includes reception and CPAs, while low contact includes records, computer, library, etc.
d.An automobile agency
Automobile agency high contact includes showroom and offices. Low contact includes maintenance, and preparation.
13．确定下列服务企业中的“高度接触”和“低度接触”作业。

（1）牙医诊所
牙医诊所的高顾客接触度包括候诊室，接待员，牙医，X射线等等。

低顾客接触度例如实验室。

（2）航空公司
航空公司的高顾客接触度包括预定处，飞机及机组人员和服务人员，低顾客接触度包括飞机维修，行李托运，航塔运营。

（3）会计事物所
会计事物所高顾客接触度包括接待处，注册会计师。

低顾客接触度包括电脑，资料室。

（4）汽车行
汽车行高顾客接触度包括车展室和办公室。

低顾客接触度包括汽车保养。

14.Where would you place a drive-in church, a campus food vending machine, and a bar’s
automatic mixed drink machine on the service-system design matrix?
Referring to the exhibit, the most logical placement would appear to be on-site technology.
14．你认为在服务系统设计矩阵中，可驾车驶入的教堂、校园中的自助食品出售机、酒吧中的自助饮料机应处于什么位置。

参考书中所描述，最合理的位置应该是一站式技术。

15. a. List specific products that you especially like. What do you like most about them?
b. Create a list of products that your dislike or are unhappy with. What don't you like
about them?
c. Are there common reasons for your lists? For example, is it more important for
products that you don't see or see very little to be functional rather than attractive (e.g., the furnace or air conditioning in the house, the transmission or engine in the car)? Is it more important for things to be well designed that other people see and relate to you such as your car, your clothes, or your apartment based on your answers?
The lists and reasons will tend to group by performance, quality, function, beauty, user friendliness, simplicity, reliability, etc. It is interesting to note that the conflict in reasons-even similar products--will be chosen for very different reasons. Because of this, designers and manufacturers typically have a very difficult time evaluating markets.
15．（1）列出你喜爱的产品，你最喜欢它们的哪一方面？
（2）列出你最不喜欢的产品，指出你最讨厌哪方面？
（3）以上有没有共同的原因？例如产品功能是否比外观美丽更重要（如房间里的壁炉或空调，汽车中的传动系统或马达）？产品的设计是否具有自己的风格是不是更重要（如汽车、服饰、房间或家具）？
以上原因可能包括产品性能，质量，功效，外观美丽，使用方便友好，可靠性等等。

一个有趣的矛盾是选择相似的产品是基于不同的原因。

因此，传统产品设计者和制造者很难去预测估计市场需求。

16. Pick a product and make a list of issues that need to be considered in its design and manufacture. The product can be something such as a stereo, a telephone, a desk, a kitchen appliance, and so on. Consider the functional and aesthetic aspects of design as well as the important concerns for manufacturing.
Answers will vary based upon the product selected and the student. Issues that should be considered in the design and manufacture of a product include design process (traditional vs. concurrent engineering), customer needs and expectations, legal considerations (EPA, OSHA, etc.), service life, reliability, appearance, standardization, any industry standards that should be considered (e.g., television set and the type of signal received from stations), method of shipment, material cost and availability, stage of the product life cycle, design for manufacturability, design for assembly, packaging, environmental, unit cost, pricing, availability of purchased material, availability of capacity, availability of subcontractors, setup cost, manufacturing time, volume, and expected product life.
16．选择一个产品，列出其在设计、制造中需考虑的问题。

产品可以是音响、电话、桌子或厨房用具等物品。

考虑设计的功能和美学因素，以及有关可制造性的重要因素。

基于所选择产品不同，答案也是不同的。

在设计和制造产品中应该考虑的因素有：设计过程（典型的并行工程），顾客需要和期望，法律因素(EPA, OSHA, 等等.)，服务寿命，可靠性，外观，标准化，还应该考虑工业标准（例如电视机需要考虑接收的发射台的信号类型），运送方式，材料成本和可用性，产品生命周期，制造设计，装配设计，包装，环境，单位成本，价格，购买材料的实用性，能力的可用性，转包商的可压迫能够性，生产成本，生产时间，批量，产品寿命。

17.Place the flowing functions of a department store on the service-system design
matrix: Mail-order (i.e., catalog), phone order, hardware, stationery, apparel, cosmetics, customer service (i.e., complaints).
17．用服务系统设计矩阵为一家百货店设计服务方式，考虑包含下列功能：邮购（即目录销售）、电话订购、五金部、文具部、服装部、化妆品部、顾客服务部（例如，接受投诉）。

低高
18.Place the following functions of a hospital on the service-system design matrix: Physician/patient, nurse/patient, billing, medical records, lab tests, admissions, diagnostic tests (e.g., X-rays).
18．对于一家医院考虑以下行为和关系：医生和病人、护士与病人呢、付费、病历、常规化验、挂号、诊断型检查（如拍X光片）。

19.The first step in studying a production process is to develop a description of that process.
Once the process is described, we are better able to determine why it works well or poorly and to recommend production-related improvements. Since we are all familiar with fast-food restaurants, try your hand at describing the production process employed at say,
a McDonald's. In doing so, answer the following questions:
a.What are the important aspects of the service package?
The important aspects of the service package are rapid delivery of a uniform, high-quality mix of prepared foods in an environment of obvious cleanliness, order, and cheerful courtesy.
b.Which skills and attitudes are needed by the service personnel?
Most of the skills needed by employees are easily obtained through training. Probably one of the most important aspects is the employee’s attitude. They should be willing to provide efficient service with cheerful courtesy.
c.How can customer demand be altered?
Customer demand can be altered through promotions, such as discount for off-peak period. Also, extra services could be offered during off-peak periods to encourage customers. These could include having an employee walk through the facility offering free refills on drinks
d.Can the customer/provider interface be changed to include more technology? More
self-service?
The customer/provider interface could be changed to include more technology by having the customer place the order himself on a display screen (this would also be more self-service). Many fast food restaurants have the customers get their own drinks.
e.How does it measure up on the seven characteristics of a well-designed service?
1. Yes, each element of the system is consistent with the operation focus.
2.Somewhat. The sign are understandable, although because of their increased
offering in recent years, it is harder to order. They have implemented “value
meals” to make it easier to order.
3.No, they rely on their equipment substantially.
4.Yes, consistency is one of their trademarks.
5.Yes, they have effective links between the front and back office.
6.Yes, evidence of quality is easy for the customer to see.
7.Yes, they pride themselves on being cost-effective.
19．研究运营过程的第一步是展开对运营过程的描述。

通过描述运营过程，我们能够更好的判断运营系统的好坏，或提出改进建议。

我们都很熟悉快餐店。

试着自己描述一下快餐店的运营过程，比如说麦当劳。

在描述运营过程中，请回答下列问题：
（1）服务包中哪些比较重要？
服务包中比较重要的是要快速的交付统一的，高质量的不同种类的食物，环境清洁整齐，服务礼貌周到。

（2）服务人员需要哪些技能和品行？
雇员经过简短的培训要掌握很多技能。

最重要的一方面是雇员的态度，他们应该愿意为顾客提供愉快礼貌的服务。

（3）顾客的需求怎样能被改变？
顾客的需求是可以被提升的，例如高峰时期的折扣销售。

同样，在高峰时期提供额外的服务同样能吸引顾客，例如提供免费的饮料。

（4）顾客与服务者之间的交互直接接触能否具有更多的技术要素？能否使之自助化？
顾客与服务者之间的交互直接接触当然可以有具有更多的技术因素，可以让顾客在显示器上显示的菜单里点菜（这当然是自助化）。

很多快餐店都是让顾客自己取饮料。

（5）如何使之尽力接近设计良好的服务系统的7大特点？
1）系统的每一元素与运营核心都是一致的。

2）标志可以被顾客理解识别，虽然近年来标识符不断的增多，但是很难下定单。

他们实行了“价值餐”容易接受定单。

3）他们充分的依靠设备。

4）一致性是他们的商标。

5）有效的连接前台和后台。

6）顾客很容易发现质量的好坏。

7）他们引以为豪的是有效的费用。

Case: The Best Engineered Part is No Part
NCR has achieved or overcome the following:
1.less components
2.less suppliers
3.less assembly time
4.eliminating screws and fasteners
5.faster speed of concept to market
6.lower cost
7.better on-time delivery
8.no “over the wall” syndrome
案例：最好的零部件是无零部件
NCR公司完成或克服了以下问题：
1．较少的部件组成。

2．较少的供应商。

3．较少的装配时间。

4．消除螺丝和紧固件。

5．快速的响应市场。

6．低成本。

7．准时的交货。

8．消除“隔墙”综合症。

Case: Kinko’s Copier Stores
1.Yes. The technology is the same for all shops and the types of jobs performed by the
customers. Differences in culture exist in different areas causing a need to handle the behavioral problems differently.
2.At Kinko’s this functional layout is useful in that it allows customers to perform different
jobs simultaneously.
3.First, there is the problem of capacity (e.g., how much is allotted to what?). This makes
layout decisions more challenging as there is a need for different machinery for each task.
This provides a need for front room and back room operations (even though at Kinko’s the back room is clearly visible to the customer). The problem is not unlike a manufacturer with high volume and low volume production lines in the same facility.
Pricing is different for each type of service.
As anyone in academia knows, it is getting more difficult to procure the needed copyright releases in a timely fashion. Professors might procrastinate until the last minute to provide materials to Kinko’s making it difficult to obtain releases on time. This program creates a capacity problem in that there is a huge demand on resources during the beginning of every semester. However, this service is still available at most Kinko
案例：坎口复印店
1．是的，所有的坎口复印店的技术是一样的，雇员在提供服务时有良好的表现。

要根据不同地区的文化差异来处理问题。

2．坎口复印店的布置是十分有效的能使雇员同时干很多重工作。

3．首先，这是能力的问题（例如如何布置，布置什么？）。

布置决策面临着很大的挑战，要根据不同机器的任务来进行布置。

这需要提供前台和后台的运作（当然顾客看见的坎口复印店的后台是干净的）。

这个问题与同样设备能进行大批量和小批量生产的生产线很相似。

不同类型的服务的价格是不同的。

正如学术界人士认为的，，，，，，，，，，，，，，，，。