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深圳杨飞培训交流材料深圳杨飞深圳杨飞培训内容•PDMA作为一个非盈利、学术性组织，整理了一套新产品开发知识体系——NPD-BOK•NPDP培训为PDMA新产品开发专家认证的考前辅导（相当于“冲刺班”。因此，其内容主要是介绍NPD知识体系框架，大量的详细的内容仍需要课外自学。•该课程主要讲述了一些概念的理解，由于通用性的考虑，因此，对于如何实现与操作并没有多少涉及•本交流材料主要将该课程所涉及的一些重要概念进行介绍，其中很多内容在IPD、PACE中都有涉及或有相关内容。深圳杨飞深圳杨飞•Mission，Vision，Corevalues•businessstrategy•productstrategy–CoreStrategicVision–PlatformStrategy–MarketStrategy–TechnologyStrategy深圳杨飞–MilesandSnowTypes•Prospectors—Innovators,firsttomarketandtoadoptnewtechnologies.•Analyzers—Fastfollowers,oftenbetterproducts•Defenders—Maintainnicheinstablemarket•Reactors—Respondonlyunderduress–Cooper’sFiveStrategyScenarios•Differentiated–Technologicallysophisticated,highfitandfocus,strongmarketorientation•LowBudget,Conservative-lowR&D,copycat,undifferentiatedproducts•TechnologyPush-technicallysophisticated,lowinmarketorientation,fitfocus,orsynergy•NotintheGame-Unsophisticated,low-tech,low-risk,copycat,simple/maturetechnologies.•HighBudget,Divers-HeavyR&D,nodirection,synergy,fitorfocus-”bullinachinashop”深圳杨飞深圳杨飞深圳杨飞•Sustainingvs.DisruptiveTechnologies•SustainingTechnologies–Discontinuousorradicalorincremental–Improvetheperformanceofestablishedproducts,perhistoricvaluesofmainstreamcustomers•Disruptivetechnologies(eg.Injet-printer)–Near-termworseproductperformance–Introduceadifferentvalueproposition–Havecertainfeaturesthatfringecustomersvalue-cheaper,simpler,smaller,moreconvenient,etc.深圳杨飞“platform”•Acoredevelopmentprojectthattypicallyhasadesignlifeofseveralyearsandestablishesthebasicarchitectureforasetoffollow-onderivativeprojects—WheelwrightandClark•Underlyingstructuresorbasicarchitecturesthatarecommonacrossagroupofproductsorthatwillbethebasisofaseriesofproductscommercializedoveranumberofyears.–PDMAGlossary•Aproductplatformisacollectionofthecommonelements,especiallytheunderlyingdefiningtechnology,implementedacrossarangeofproducts.Ingeneral,aplatformisthelowestcommondenominatorofrelevanttechnologyinasetofproductsoraproductline..•Aproductplatformisasetofsubsystemsandinterfacesthatformacommonstructurefromwhichastreamofderivativeproductscanbeefficientlydevelopedandproduced.–MeyerandLehnerd.深圳杨飞(PICs)这与IPD中的Charter是基本一致的TheproductinnovationcharterorPICforshortisawrittenstrategydocumentthatfocusesdomainsofinnovation—eachanopportunity.Itclearlyremindsthatthisstrategyisforproducts,notprocessesorotheractivities.ItisforinnovationItisacharter—adocumentthatgivestheconditionsunderwhichanorganizationwilloperate.深圳杨飞•typesofprojectsintheportfolio–Breakthrough-全新产品项目（可能引入新技术、新市场等）–Derivative-派生项目–Platform-平台项目–Support–支撑性项目（例如修改现有产品缺陷等）•Allthemeaningfulparametersforobtainingbalanceinaportfolio–Riskvs.reward–Easevs.attractiveness–Costvs.benefit•Financialmethods:–NetPresentValue(NPV)–ReturnonInvestment(ROI)–Economicvalueadded(EVA)•Non-financialMethods–ScoringModels深圳杨飞•Commongate1-3criteria–Fitwithstrategy–Clearlydefinedmarketneed–Projectfeasibility–Sizeofopportunity/marketattractiveness–Productadvantage–Environmental,health&SafetyConsiderations–Returnvs.risk–Noshowstoppers–Abilitytoleverageresources–Appropriatenessofactionplan深圳杨飞(n=3-7)StartStagecompletedMeetGateCriteria?GotoNextstageRevise&ExcutePlancanCriteriabemeet?ArchiveProjectYesYesNoNo深圳杨飞——Thekeyactivitiesforeachstage•Opportunityidentification–Strategicfit–Marketattractiveness–Technicalfeasibility–Killervariables•ConceptGenerationstage–Problem-basedideation–Pursuinginsidesources–Pursuingoutsidesources–Preliminarytechnicalassessment–Preliminarymarketassessment•Conceptevaluation–Marketrequirementanalysis–Defineproductattributes–Salesforecastingandfinancialananlysis–Someusequalityfunctiondeployment(QFD)–Concepttesting深圳杨飞——Thekeyactivitiesforeachstage•Developstage–Developprototypes–Productusetesting–Designfor…)e.g.manufacturing,serviceetc.)(DFX)–Strategiclaunchplanning–Operations(production)planning–Resolveregulatory/legalissues•LaunchStage–Markettesting–Implementstrategiclaunchplan–Launchmanagement–Implementoperations–Transfertomainstreambusiness深圳杨飞•Opportunityidentificationstage--Productinnovationcharter(PIC)•Conceptgenerationstage—productco