运营管理 新产品开发

123杜邦公司产品开发的败笔引例4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5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6•Need-satisfyingofferingofanorganization•Customersbuysatisfaction,notparts•Maybeagoodoraservice什么是产品?VideoSnippetAMEXintroducesanewproduct7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8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9Legislation/ImplementationDateStatedPurposeIndustryCriticismElectrical-Wastedirective(2006)MakeselectricalequipmenteasiertorecycleinpartbybanningsomehazardoussubstancesBanssomecommonflameretardants,raisingthelikelihoodoffiresTelecom-data-protectiondirective(mid-2003)Protectsprivacyone-mailandtheinternetMakessurfingmoreonerousbyrestrictinguseof“cookies”torememberpeoplespreferencesBiotech-Labelinglaws(2003)Strengthensexistingfood-labellawsandintroduceslabelingforanimalfeedcontaininggeneticallymodifiedcontentEncouragesfoodprocessorsandsupermarketstoavoidusinggeneticallymodifiedingredients,andfarmerscouldstopgrowingthemPedestrian-protectioninitiative(2001-2012)(whenallnewcarssoldinEuropemustcomply)ReducesinjuriesandcasualtiesinroadaccidentsRaisescostsofcarsandrestrictsautomaker’sdesignfreedomChemicalsreview(staggeredthrough2012)EliminateshealthhazardsduetochemicalsRestrictsevenminuteuseofdangeroussubstances,suchasethanol,inproductssuchascosmeticsanddetergentsWarning10ProductProductIdeaPackagePhysicalGoodFeaturesQualityLevelService(Warranty)Brand(Name)产品构成11产品生命周期Sales,Cost&Profit.IntroductionMaturityDeclineGrowthCostofDevelopment&ManufactureSalesRevenueTimeCashflowLossProfit12Introduction•Finetuningresearchproductdevelopmentprocessmodificationandenhancementsupplierdevelopment13Growth•Productdesignbeginstostabilize•Effectiveforecastingofcapacitybecomesnecessary•Addingorenhancingcapacitymaybenecessary14Maturity•Competitorsnowestablished•Highvolume,innovativeproductionmaybeneeded•Improvedcostcontrol,reductioninoptions,paringdownofproductline15Decline•Unlessproductmakesaspecialcontribution,mustplantoterminateoffering•Harvard’s4squaresofproductdevelopment:16各阶段产品的特性及管理重点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目标市场“前卫”者一般顾客普通顾客保守者竞争对手数量极少开始增加相对稳定开始减少定制化程度很高标准化主流产品日用品订单赢得要素产品新颖配套服务价格低廉无管理重点市场定位产品推介确保质量扩大批量降低成本更新换代终止生产推陈出新17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18NikeacquiredConversein2003for$305million1910-19讨论•成功案例•谈谈你近来接触的新产品。你认为在不远的将来它将失败的原因何在？•Why?200%5%10%15%20%25%30%35%40%45%50%PositionofFirminItsIndustryIndustryLeaderTopThirdMiddleThirdBottomThirdPercentofSalesFromNewProduct3Mwants25%ofitssalesfromproductslessthan5yearsold21FewSuccesses0500100015002000DevelopmentStageNumber1000MarketrequirementDesignreview,Testing,Introduction25Ideas1750Productspecification100FunctionalspecificationsOnesuccess!50022产品价值分析•将产品对企业的价值贡献按降序排列•可帮助管理者识别产品的优先级并评价可行的策略23产品开发阶段•Ideageneration•Assessmentoffirm’sabilitytocarryout•CustomerRequirements•FunctionalSpecification•ProductSpecifications•DesignReview•TestMarket•IntroductiontoMarket•EvaluationScopeofproductdevelopmentteamScopeofdesignformanufacturabilityandvalueengineeringteams24质量功能展开(QualityFunctionDeployment,QFD)•Identifycustomerwants•Identifyhowthegood/servicewillsatisfycustomerwants•Relatecustomerwantstoproducthows•Identifyrelationshipsbetweenthefirm’shows•Developimportanceratings•Evaluatecompetingproducts2526IdeaGenerationStage•Providesbasisforentryintomarket•SourcesofideasMarketneed(60-80%);engineering&operations(20%);technology;competitors;inventions;employees•FollowsfrommarketingstrategyIdentifies,defines,&selectsbestmarketopportunities27Intuit,amarketeroffinancialsoftware,asksfornewproductideasfromcustomers28CustomerRequirementsStage•Identifies&positionskeyproductbenefitsStatedincorebenefitsproposition(CBP)Example:Longlastingwithmorepower(Sears’DieHardBattery)•IdentifiesdetailedlistofproductattributesdesiredbycustomerFocusgroupsor1-on-1interviewsHouseofQualityCustomerRequirementsProductCharacteristics29CategoriesofCustomerNeeds•ProductSatisfaction:Newtechnology.Humansafety.User-friendly(Easeofuse).Compatibility.Promptnessofservice.Keepingcustomersinformed.•ProductDissatisfaction:Warranties.Methodsofhandlingcomplaints.*24hoursaccess.*BBS.*Toll-freetelephonenumber.*Computerizeddatabase.Keepingcustomersinformed.30卡诺模型31Dissatisfiers:•Alsoknownas“must-be”,“basic”,or“expectedquality”.•Isafeaturethatcustomertakesforgrantedwhenitispresented,butthatcausesdissatisfactionwhenitismissing.•Customercomplaintsareaprimarysourceofinformationonexistingdissatisfiersinourcurrentproducts.Examples:•Scratchesorblemishesonthesurfaceofaproduct.•Isnotworkingasspecified.•Brokenparts.•Missinginstructionbooklets.•Missingfeaturesthatareroutinelysuppliedinsimilarproducts.•Isunsafetouse.•Doesnotconformtolocalstandard.32Satisfiers:•Alsoknownas“desiredquality”becausetheyrepresenttheaspectsoftheproductthatdefineitforthecustomer.•Arefeaturesthatcustomerswantintheirproductsandusuallyaskfor.•Themoreweprovideofasatisfier,thehappiercu