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新产品开发PRODUCTDEVELOPMENT引论n企业在经济上的成功要依靠一种能力，即识别顾客需要并以低成本迅速制造出符合顾客所需产品的能力。n产品开发是一整套活动：发现市场机会——产品制造——销售——运送到消费者手中n成功的产品开发的特点：n产品质量n产品成本n开发时间n开发成本n开发能力n谁来设计和开发产品：n市场营销n设计n制造引论n项目团队：开发一个产品的所有个人的集合。核心团队+扩展团队n产品开发的时间和成本：（见后表）n产品开发的挑战：n权衡n动力n细节n时间的压力n经济学引论30亿4亿50000000750000150000开发成本（美元）680080010053内部开发团队最大规模（人）4.53.51.521开发时间（年）1.3亿170003002003销售价格（美元）3062340销售寿命（年）50架100000辆4000000台100000双100000把年产量波音飞机小汽车打印机溜冰鞋螺丝刀引论n产品开发的本质特征：n创造n满足社会和个人的需要n团队多样性n团队精神产品开发流程n定义：（PRODUCTDEVELOPMENTPROCESS）指企业用于想象、设计和商业化一种产品的步骤或活动的序列。n界定开发流程的意义：n质量保证n协调n计划n管理n提高产品开发流程nChristianBjørnDesignnStrategy:Vision；MissionnSpecification:Marketanalysis；Competitionanalysis；Technologyanalysis；Resourceprioritizing；HumanfactorsnDesignconcept:Designtrend；MMI；Designstructure；3DanimationnDesigndetailing:Materials；Surface；Shape；color；Junctions；Models；EstimatesnConstruction:ResearchConstruction；Prototypes；Testing；Documentation；ProductionsetupnCommunication:Publication；Packaging；Graphicprofile；Websites产品开发流程nPhilipsDesign:nObserve/Analyze：整体竞争环境的观察分析,明确竞争对手及策略nVisualMapping：分析客户的现状与近未来目标，明确新定位nRevolutionorEvolution：分析现有的产品nStrategicRoadmap：规划具体策略nMechanicalWorkshop：与工程师商讨如何达到要求nConceptDoodles/HandSketches：目标非常明确nCADnReview：重新审视一些细节，加以改进产品开发流程nIDEO：n理解：抓住问题的实质，深入到潜在产品用户的内心世界。团队会议和脑力激荡。n观察：研究现有和潜在的产品用户。由设计师和人类学家来完成。通过调查设计师能亲身体会到用户所知所想。n形象化：制作出仿真的情节剧或录象，展示人们可能怎样使用产品或服务，制作出粗略的模型，与客户和用户沟通，参考他们的意见改进产品。n评估：再次与第二阶段用户交流，倾听他们的意见，还包括实验室和野外测试。n工程设计和制造：前几个阶段侧重用户，这个阶段回到客户，关注他们的看法。花费IDEO90%的时间和金钱。产品开发流程nFrogDesignnPhase0:ProjectDefinitionnExaminemarketplacerequirementsandtheclient'sbusinessmodelnGenerateblueskyconceptsnIdentifykeyteammembers,bothforfrogandtheclientnPhase1:ProductDefinitionnCreatedevelopmentbudget,scheduleandmilestonesplannInitiateIDexplorationnDocumentconcept(s),feasibility,costsandspecificationsnDefineresourcemanagementnPhase2:ProductDevelopmentnDevelopengineeringandagencyrequirementsnDevelopappearancemodelnQualifyvendorlistnCreateassemblydocumentationnTestfunctionalprototypesnPhase3:ProductEngineeringnReleasedetailedCAD,BOM,CTFnReviewCOGSwithmanufacturingnetworknCompleteengineeringanalysisanddesignverificationtestingnInitiateagencysubmissionsnIdentifyserviceneedsandconsiderationsnDesignandqualityreviewsnPhase4:ProductionnSupportproductionlaunchnEvaluatemanufacturingvariationrequestsnExecuteengineeringandmanufacturingchangeordersnBenchmarkandrefineproductionprocess产品开发流程n01-Design（日本）nResearchnMarketresearchnMaterialscollectionnProductinvestigationnAnotherdesignanalysisnFindingsanalysisnconceptnBasicconceptnProfilesettingnStylingconceptnColoringplan产品开发流程nImagenIdeadevelopmentnRoughsketchnRenderingnRoughmodelnModelingnModeldrawingnModelproductionnSurfacetreatmentexaminationnColoringexaminationnEngineeringnMachinetrialmodelnExteriordesignnMechanismdesignnElectricitydesignnSupportnProductionnMoldingnDienAssemblyplant产品开发流程nGE/FITCH:Productdesignisdefining,developingandcommercializingproducts,fromblue-skyconceptsthroughfunctionalprototypestomarketintroduction.Weunderstandthattheproductisthebrandandwehelpourclientscreatebusinesssuccessbyleveragingthepowerofcreativity.nDiscover&DefinenUserresearchnProductstrategynHumanfactorsnConceptexploration产品开发流程nDesignnUserinterfacedesignnIndustrialdesignnMechanicalengineeringnComputeraidedengineeringnDelivernMaterial/finishselectionnRapidprototypingnToolingsupportnDesignsupporttomanufacturingnapt5designisaboutcreatingbigidea.Webelievethatbigideaisonethatisuniversallyunderstoodandappreciatedashavingpositiveandbeneficialvaluetotheendusersintermsoffunction,emotionorboth.nNoonelikestositinoneplaceforverylong,especiallywhenyouareyoung.Youhavetoconstantlymovearound,talk,eat,sleep,drinkandmaybemakelove.Youwanttodoallthesethingsandmore,sometimesallatthesametime.Infact,beingyoungisaboutnotbeingabletositstillinbothmentalandphysicalsense.产品开发流程nFREEWILLisacomfortablesofathatletsyoubefreetomovearound,sitdifferentlyorindifferentplacesinandaroundthesofa.产品开发流程nThemaincharacteristicofFREEWILLisitsback,whichgraduallychangesfromlowtohighandwidetonarrowatthesametime.Thisbackdividesthesofaintotwomainsections:onesectionforshorttermsittingandtheothersectionforlongterm,loungesitting.产品开发流程nThelowerportionofthebackiswideenoughandlowenoughforsittingaswell.Andwithoptionaltray,youcanalsousethelowbackasatablesurfacetoputbooksandaccessories.产品开发流程nFREEWILLisdesignedforthosewhoareyoungandyoungatheart.Itgivesalittlebitmoreroomtomovearoundforthosewhojustcannotsitstill.产品开发流程nänisamulti-functionalseatingunitdesignedforaschoollibraryoraloungearea,butitisalsosuitableinsmallapartments.Itcombinesthefunctionalityofacouch,sidetable,readingdesk,andstorageshelfinonecompactdesign.产品开发流程产品开发流程nbrightideaisafloorlampmadeofsheetmetalandplasticsheetcommonlyusedasamarkerboard.Itisalampthatyoucandrawandwritemessagesonit.产品开发流程nRKSDESIGNnPROJECTORIENTATIONn1.1ClientTeamBriefingAmeetingisheldtodefinetheprojectgoals.Topicsinclude:aproductmarketingbrief(marketresearch,useranalysis,andcompetition),aproducttechnologybrief(componentandoperatingreqs.),humanfactorsdata,