在日本手机市场上GEMBA研究(PDF17)(1)

1(17)11May2000Approvedforpublicpresentation.Copyright©2000NokiaMobilePhonesCopyright©2000QFDInstituteGEMBARESEARCHINTHEJAPANESECELLULARPHONEMARKETEricRonney(NokiaUK,MarketingManager)PeterOlfe(NokiaJapan,MarketResearchManager)GlennMazur(JapanBusinessConsultants,Ltd.,UniversityofMichigan,QFDInstitute)2(17)11May2000Approvedforpublicpresentation.Copyright©2000NokiaMobilePhonesCopyright©2000QFDInstitute1.Contents1.Contents............................................................................................................22.Introduction.......................................................................................................32.1.HISTORYOFQFDATNOKIA..................................................................................32.2.VOICEOFCUSTOMERRESEARCH..........................................................................43.ThebenefitsofGEMBAresearch....................................................................43.1.CUSTOMERSDON’TTELLUSEVERYTHING..............................................................43.2.PRODUCTSHAVENOVALUEINTHEMSELVES..........................................................53.3.OPTIMIZINGTHEPRODUCTDEVELOPMENTPROCESS..............................................64.JapanGEMBAresearchproject.......................................................................74.1.INTRODUCTION.....................................................................................................74.2.PLANNINGTHEPROJECT–WHOTOINVOLVE..........................................................74.2.1.ProjectObjectives–product'x'....................................................................74.2.2.Prioritizingtheobjectives.............................................................................84.2.3.SelectingtheTargetCustomerSegments....................................................94.2.4.SelectingtheGEMBA................................................................................104.3.DESIGNTHERESEARCHMETHOD–CULTURALSENSITIVITY.................................10DEVELOPMENTOFTHETRAININGGUIDE.......................................................................114.5.THEGEMBAEXPERIENCESOFAR......................................................................124.5.1.Extractthecustomerstatementsfromthevisitreports...............................124.5.2.Getthecustomerstoorganizethestatementsintogroups(affinitydiagrammethod)..................................................................................................................124.5.3.TurntheaffinitydiagramintoahierarchyofDemandedQualitystatements(treestructure)........................................................................................................134.6.RESULTSSOFAR...............................................................................................145.CONCLUSIONS...............................................................................................145.1.FUTUREPLANS..................................................................................................156.Abouttheauthors...........................................................................................156.1.ERICRONNEY....................................................................................................156.2.PETEROLFE......................................................................................................156.3.GLENNMAZUR...................................................................................................157.References......................................................................................................163(17)11May2000Approvedforpublicpresentation.Copyright©2000NokiaMobilePhonesCopyright©2000QFDInstitute2.Introduction2.1.HistoryofQFDatNokiaQualityFunctionDeployment(QFD)hasbeenusedinJapansince1966tohelpcompa-niesbetterunderstandhowtheircustomersdefinequality,andthenassurethatthein-ternaloperationssuchasdesignandmanufacturingcanactuallydeliverit.QFDhasbeenwidelypractisedbyvariousdivisionsofJapanesecompetitorsofourssuchasNEC[Akao1990,Takada1992,Uchimaruetal1993]andPanasonic[Akao1990],andevenEuropean[Olsson1993,Jacobs1996]andAmericanones[BossermanandStoner1994,BohemandSquires1995,RichardsonandBarnard1996,StickelandBosserman1996].NokiahasbeenusingQFDsincethemid1990s,learningofitafteritssuccessfulintro-ductionintotheUSautomobileindustry,whichbeganinthemid1980s.Theresultsofoneofourstudieswerepresentedatthe1994NorthAmericanSymposiumonQFDenti-tled,“DevelopingANewGeneration'14'ColourSet,”byS.SalminenofNokiaHomeElectronicsandIanFerguson.EarlyadoptersofQFDintheUSwereconcentratedintheautomobilecomponentsup-pliers,butsoonspreadtocomponentsuppliersinotherindustries,especiallyelectronics.Ofthe16paperspresentedattheworld’sfirstSymposiumonQFDin1989,1ninewererelatedtoautomotivesuppliersandfourwerefromhigh-techcompaniessuchasAT&T,Hewlett-Packard,andTexasInstruments.AlegacysuchearlyadoptersfacedwasaQFDapproachthatfocusedmoreoncomponentlevelimprovementsandproductfail-ures.Thebenefi