Harvard manager’s item development manages
A, the concept of item development
What is the item ?People in common use”time”, “resources(or short of resources)”, “a certain work effort”, “consign a thing perhaps a product”, “comprehensive engineering”, “lack to override an other class the authority of the set”, and”budget” give a definition for it.Actually, the item is a kind of special work effort, then act according to a certain norm and applied the standard duct into or produce a certain and new product or a certain lately serve.Complete inside the item parameters such as time, cost expenses, human resource and capital etc. that this kind of work should be limit hard.
Speak from the serious meaning, the so-called item is a certain progress which with meticulous care organizes for obtaining some one ultimate end outcome, that ultimate end outcome at first onlies have an abstract beginning, abstract of end, abstract of consignation thing.
□The product of modern define
Have to make the definition of clear product first while study the new product development of business enterprise.The modern management learns to think product is represent customer with latent customer apprehensibility of and can satisfy their demanding marketing personnels of supply.This kind of supply is visible with invisible of benefits, they is for the sake of satisfy the need but design of market.So, product means that a kind of entity of material, a kind of service, 1 kind realize(like concept of value), perhaps is three of a certain and organic combine.In fine, the product includes the whole customers to take pleasure in accept but satisfies the attribute that its need has relation with desire again.
Modern product definition have important meaning towards making a good market marketing with newly product develop, all.Its body now the market marketing take market as the standpoint of center;Expanded to°from a kind of material entity a product various invisible rent service, product since can be a kind of material entity, can be a kind of service;To a manufactory, what product accompany with is various to sell front and after-sales service, is a product to constitute medium one part;The product is a many attribute combinations, in addition to product entity, also include packing, brand and company prestige etc..
□ Product of three layer theories
For the sake of clearly but again image ground the modern definition which explain a product, some scholars put forward three layer theorieses of product.They think that any product, all can is divided into three layers from the theorieses:Visible layer and product extension of the product core layer, product layer.The core layer of product represent the consumer is use that product of the process moderate to make
Can acquire after use of basic consume a benefits, namely the function and effect of product.It is the essence place that the consumer purchases a product.
The visible layer of product is the product constitute medium the consumer or customer can directly appreciate and feel of that part, it includes exterior and inside quality and its promotion composition of product, then packing, quality, price, trademark, product name, tone and consume of the layout special features of the design style and industrial article etc..The comprehensive function of each factor inside the product visible layer constituted the foundation of product core.The extension layer of product is include can accompany with to provide while supply product of various service, if deliver goods, support, promise, install, instruction and funds be congenial and business enterprise and the dealer’s good reputation.
On the Zong say, three layer theorieses of product request a manager to know:The market position, consumer of product are a kind of comprehensive reflection to the impression of product;The product is three each 1 Fs in the layers and all has different influence to the market marketing’s strategy of the business enterprise;Change any one part in the product organization, even small variety, become a different product from the concept speak all probably at the customer heart.
□ New product
So-called and new product, be point some in the principle, structure, function, material and use etc. on the other hand or several aspects, have with old product hypostatic of dissimilarity or show the difference of Zhao.Be a new product, should have new principle and conceive outline with design;New material and spare parts;New function and characteristics;New use and market etc..
□ The new product categorizes
New product can never together angle, the usage be different of the standard carry on a classification.This section introduction is from three kinds of different angles to the new product classification:The standpoint of the consumer standpoint, business enterprise and the standpoint of the government.These 3 all should hard treat, because of, the business enterprise makes sure and attains its new ability, consumer of target of the product development to accept the business enterprise new product degree, new product and government develop request of fit together degree, these three any 1 in the item all may cause a new product grow success or fail.
1.Consumer standpoint
The American market learns scholar to give Ma3 Si · the guest be lousy(Thomas Robinson) to suggest the variety degree of the fee behavior pattern of use the consumer Be standard to divide the line a new product of new degree, and the new product classification of the proceed thus.This kind of classification method produces results the consumer according to the product to the new explanation, at have another great degree up change consume of customer habit.This body in the new product the classification now market marketing idea.
The guest be lousy to think from the standpoint of consumer and the new product should is divided into 3 types:
(1)the continuous reform a product.Only produce next in importance variety in the product constitute, influence a pimping and new product for the consumption behavior of the characteristic to the consumption appearance had already become.For example, in North America on the market, the tone, style of small car is in the variety annually, but how don’t they influence consumption behavior of use the car.Again such as material machine equipments after improve, brand and composition part changed of hairdressing disguise thing etc., all belong to this new product.
Consumer while accept this new product, basically is follow to use a similar old product of consumption behavior, need a new study of consumption method have seldom a part.Therefore, develop the business enterprise of this new product has never need to carry on a great deal of consumption instruction service.The point promoted sales to this new product lie in make customer and latent customer understanding develop of new product, understanding takes to them go to which new consumption benefitses.
(2)interrupted a sex innovation product.Produced the variety of some mutations in the product constitute, include the new product of product function and the important variety of use.Brush, give or get an electric shock to comb such as the dynamoelectric carvings knife, electricity with electronics toy etc.;Each kind of new style that is on the industrial article market transacts a machine and professional procedure control’s tool machine’s etc. also belongs to this new product.This new product requests consumer in the process of use to have been already become in the partly change of consumption behavior and habit.
The development interrupteds the business enterprise that sex reforms a product and hard study the function of new product actually to increase to the consumer what consume benefits, should increase instruction consumption in newly the product the promotion the activity of service contents, make the customer and customer sooner adapt a parts of change consumption behavior of request.Shorten customer hard from try out to till the last accept a process of new product, acceleration should the new product is in proliferation on the market.
(3)jump up a sex innovation product.Produced the new product of the variety of materiality in the function close by same kind product.Be like television, calculator…etc..The creation of this new product, generally and all with the some profession technique or some professions comprehensive technical progress conduct and actions lead first.Because of the important breakthrough in the technique development process, and apply these technique progressive result just produce to jump up a sex innovation product in the product entity the development.So it of usage generally and all requests to change a past usage habit and consumes a way, establish all new consumption behavior.
Develop the business enterprise of this new product, not only need strong technique strength, and the demand more huge funds.Appear on market a period at the new product, the business enterprise wants to provide extensive of consume instruction and accompany with a service.For example, IBM company not only threw in an IBM-PC type tiny machine toward the market, the product quality is best, and provided various applied software, gearing to adjust to try in the meantime, consultation and operation train etc. instruction service.
Statistics to up see from the amount, the in great quantities new product belongs to, type, real jump up product of sex innovation to share a minority.Therefore, from the consumer standpoint classification to study a new product, the business enterprise has to value the improvement toward the existing product very;In the process of managing a new product a development in, pay attention to draft the marketing of new product to combine towards consuming a behavioral research, in order to fittingly.
2.The standpoint of business enterprise
Every business enterprise the first-time production conduct of the product is a new product to this business enterprise.Along with the variety of business enterprise development strategy, the product will immediately change for the business enterprise”new” degree and the scopes.However, as long as is the first-time product that the production conduct, the business enterprise head quarter faces a technique and manages two new problems on the different degree and these are exactly the new product development works and have to put forth effort to resolve.If the product new degree together the development strategy contact of the business enterprise get up, from the application new technique with expand market degree 2 to carry on analysis.Wear a west rice Er(Pessemier) to put forward using 8 kinds not strategy to divide the line a new product.Such as table 9.3.1.
From top the watch can know, in addition to the first square space shouldn’t list as the development strategy of new product and the rest is eight kinds of strategies that can become a new product.Their formation is because of making the application lately technical degree expand the market of the new degree is divided into three grades respectively.We use a situation that the television factory always packs the factory development new product to explain above eight kinds of strategies.
First, the television’s factory can under the premise which nots change an existing target market, the adoption more new technique.If replace an existing spare parts combination a technique(strategy ③ ) with the integrated circuit, can also use to produce and always pack a color television to replace an original black and white television(strategy ⑥ ) and this is the business enterprise to change its product to apply a technical result. Secondly, that business enterprise can also improve its market position under the sistuation that not change an existing product technique new degree.Such as change television shape, change screen size or strengthen retail price business to manage, exaltation product chaperonage service of quality(strategy ① ), the increment take type television makes the product get into tour market, design is the farmer favorite style and tone but get into a village market(strategy ④ ).
The third is four kinds of strategies such as the ④ , ⑤ , ⑦ and ⑧ in form and then belong to the market new degree and the technique new degree all take place variety but become the bottom of the more complicated situation to carry on of.Such as that factory can for it each a type of product increase to control from a distance operation plank, increment television of new-made type, increment the production record to put equipments and other home appliances product’s etc.ses respectively become end these four kinds of new products. 3.The standpoint of government
The purpose of macroscopic control usually requests according to the economy and the society, such as maintenance the industrial structure of hope, well make use of a native or native area resources, promote a certain lately technical development and application etc., sometimes also belong to a certain and direct political purpose.Draft this instruction opinion has relation with establishment the organization of laws be mainly a government department concerned, also sometimes come from organization and industry association of the profession consociation.The contents of macroscopic control involves noodles may very its breadth, first is to new the “affirm” of product be secondly the management Class which admits power to the produce of some and new product and management degree;And the control means correspond, in the same way interfere, make use of economic means etc. sex administration.The concrete provision and measure of all countries may be a vast difference between the two.The takes the United States as an example, have strict provision to the term of validity of new product first, namely a product can during the period of must be limited inside is admit for new product.Secondly is rule the government affirms a new product of condition, namely from the definition of new product that the angle of macroscopic control give.According to American federal government trade the provision of the committee(FTC), the term of new product is six months.The FTC is the anti-trust method of the federal government direct the agency of the performance.The FTC think:A new product must be all new of, perhaps have already shown Zhao variety in the function with act for sex variety of product.Certainly, for say with the business enterprise leadership which produces a direction, six term of validities of months are really very brief, but this policy have a very important function towards helping the renewal of many products to change generation, especially for those shorter product of the life cycle.The Canadian government’s term of validity to the new product designates as for a year, other together the great body homology of the rule of American government.In the meantime, Canadian government also rules to the advertisement and the trademark method, unless the business enterprise has already had persuasive product characteristic a proof and Be checked to settle by department concerned, can’t use a “new” word in the advertisement the publicity.The in addition all usually makes use of a funds subsidy and reduces tax-free gold, special discount to provide a loan in economic governments in means all countries etc. method to encourage a business enterprise to be engaged in government and society the development work of product and industry realm hope.All of these is just at consideration with carry on new product’s develop of the business enterprise should hard value of the exterior can’t control one of the factors.
Have to involve the problem of “what is a new product” again while canning see on the Zong, being our new product type.In fact, the management type business enterprise should comprehend from three kinds of different standpoints and namely consumer and business enterprise oneself and define a new product from the standpoint of macroscopic control.Define by the new product of consumer standpoint, contribute to is look for a new product market an opportunity of the business enterprise open out the way of thinking makes selection this business enterprise of new product development direction;From the new product definition of this business enterprise angle, the market opportunity reminded that business enterprise’s combining production technique and market marketing advantage and bad situation that oneself have to weigh has already discover also hard study development process in because of the difficulty and obstacle bring by technique or(with) the market new degree.If can’t availably cross this kind of obstacle, the development work can’t obtain success.Control the new product point out definition from the macro view, new product development and total and social economic performance knot which urge a business enterprise put together, at least business enterprise have to relevant rule see to 1 kind to new the product development have graveness to influence of can’t control a factor, make the own market marketing combine to adapt it nicely. Two, item management of concept
The item management request develop oneself’s specialty a programming of be engaged in the item and supervise and control, follow, and establish not to organize a personnel, arrange time and do the quality of a budget and assurance homework for the item.The item management includes two aims:The ① provides the relevant document of technique and business both side and explain the plan make, then re-offer concerning the circumstance in order to carry on a plan with actual the check against of of the performance comparison;② Support manages a technical progress for the convenience of in more availably take care of good man’s member and its item.The style of item management is that the active is strong, negotiation technique, be good at communication and analytical skill is this kind of style to necessarily constitute part.The item management is a kind of means which manages agreeable numerous complex hard nut to cracks for having something to do with items.To attain this will make use of an item management profession to handle very various technique factor and the person’s factor.
□The item manage
The item management is in the particular organization environment is availably manage the target explicit work but a the whole set of principle, method of the establishment and lend support to means and technique.
The item manages whole processeses to include the following these works:
(1)the set set up an item set, item set the specialty that have to have to carry out item;
(2)certain technique target;
(3)establish an item plan;
(4)the processing scope change;
(5)control actual progress, make it ability according to the date complete and not super budget.
The item management work is a progress of, it will produce a process of ultimate end outcome and plan, handle variety, control, adopt a prevention and whole change measure etc. of the process crumple to match together.The item management begins from to used for a resources a certain work diligent decision to make of, until obtain the result of expectation.
□ Item management with daily the management of the activity and the distinct of the control
The item management is the management and control but design of the daily activity of non- item in the organization.Daily plan, work and personnel’s management are the working talent managers businesses, is finished under the existing equipments and the technical condition.Carrying on technique guidance to the work is also the working talent manager’s responsibility.The working talent manager have the function of support item management, but isn’t an item to manage of constitute part.Use to plan and control working talent realm handicraft and calculator technique of the work, can and should manage technique consociation an usage with item.Plan and management of working talent work certainly have to include in the middle of the item that working talent has to work well of quota, and should have enrichment item to manage the function of the information need.
□ Item management since is a science and is an art
Item management since is a science and is an art.Of so is see make a science is because of the item management to take various chart, mathematics calculation and other technique meanses as basis of.Provide these chart needs to manage the hard technique of item.But the item management also is subjected to the check and supervision of political factor, social interaction factor and organization factor, as a result have “art” of item management.Communicate mutually, consultation negotiation and solve antinomy etc. is item management art make use of of one part of soft techniques.
Three, new product development to the meaning of the business enterprise
□ Reform-the basic mission of business enterprise
The business enterprise is relevant new product of the decision be total management strategy and market marketing to make policy of importance constitute part.The new product development is a business enterprise existence and development of important pillar, it has important influence to management condition and foreground in business enterprise future.
1.Promote the growth of business enterprise
Promote business enterprise of the growth develop the most basic meaning place of new product.According to the United States 《research and management 》the magazine statisticses in 1980, 30~40% of most company sale sums and profits come from 5 year agos still doesing not belong to those products of this business enterprise product scope, and the new product has already grown up aspect to have an important function in the business enterprise.The angle that is from the investment see and the growth namely means success.So, most business enterprises all the dint diagram is more new products toward the market devotion, extension originally the market quota of the business enterprise.The exaltation of a certain product market share makes the business enterprise acquire higher profit margin and financing rate to make possible;Turn over, only depend an existing product to raise these ratios which measure business enterprise growth, is very difficult, the business enterprise wants to bear a more heavy market marketing expenses.According to the covariance, every management have to the good business enterprise majorities all have and can release the ability of more new products toward the market. 2.Do a reaction to the competition
Develop the new product can support the competition position of business enterprise.In order to first throwing in the business enterprise of a certain and new product always a handful of 12 toward the market, other business enterprises especially go together a business enterprise to usually want to do a reaction to this.If this kind of reaction extends the same kind product line or species, mimicry or improvement, the competitor has already appear on market of product, release similar new product etc. of this business enterprise.Turn over, the former practices an improvement to own new product again.In fine, compete both parties all the dint diagram obtains to predominate some one particular market or controls a position through a new product development.The Canadian beer market is an example of typical model, was a Mi3 Lei company to release after LITE beer achieve success, almost all beer companies all threw in one after another own of similar new product, attend a market competition.In a few months inside the new product of similar LITE contain more than 40s. 3.Make use of the production ability of surplus
The new product of development adequacy can make the production ability of the business enterprise existing excess get exploitation and carry out to more balancedly produce in the meantime.Under the circumstance that fixedly cost is constant, so the new product of the development may make the total cost lower and raise business enterprise using of resource rate. 4.Promote the sale of other products
When a kind of new product successfully gets into a market after, along with should lately the product sell the increment of quantity and the sell of this business enterprise other related productses quantity also immediately increases.This be also an important reason which develops a new product, especially in the industrial article on the market.For example, the company-Huo of a calculator Ni Wei(Honeywell) of the United States company fore developped small scaled machine system for several years, sell quantity ascension along with the type machine system, make it of traditional product large machine system also extended to sell quantity.Industrial demanding variety of article customer, for example the equipments renewal, craft change generation, usually have toward same the trend which provide goods the company or manufactory to buy into higher file product, in order to exertive
They have already acquainted with that type of advantage with technical product.Therefore, develop the very new product can improve the market position of existing product.
5.To the reaction of environment variety
When the occurrence variety of the consumer need perhaps environment condition change, indicate business enterprise of the existing product has already appeared a decline may, the business enterprise has to look for the product of commutability and this is usually to develop the most direct reason of new product.Take North America as an example, the city residents’ hobby to the wet goods, changed to drink the habit of violent wine in the past, as a result a great deal of category are of a great variety of the low degree soft beverage new product emerge with the tide of the times;In the industrial article on the market, missing because of energy with people pay attention to more to what pollution of the environment mean and force not a few factories to develop a certain ability effect Gao, pollute small new machine and equipments, with orientation environment variety of demand.
6.Accelerate a new technique, new material with new the applied of craft
Develop the new product as new technique, new material with new craft of the application provided path.The application of this”three new” is the important foundation that the new product develop.Applied new material, new technique or new the new product of craft but development not only the cost be low, there is higher use value, and usually can “creation” a new need of consumer to the type’s product.Therefore, this new product not only has stronger competition ability, and have more prosperous vitality.In recent years, clothing profession in the world in great quantities adopts various new side to anticipate and synthesize clothing material such as various nylon;The day uses industrial article and home appliances one anti- and past traditional manufacturing craft also, use the plastics, nylon…etc. new material and surface layer to spray to plate a new technique in succession.Apply “three new” with develop the new product has already become each profession marketing strategy in of 1 very the eye-catcher new trend.
7.Stir up a business enterprise innovation spirit and creative power of the manager and technical personnel
Want to make like the new product development have to depend on a business enterprise manager, engineering innovation spirit and creative power of the technical personnel and worker, but only then can availably encourage this kind of innovation spirit in the process of carry on new product’s develop, develop higher creative power, raise the personnel’s character of the business enterprise all.In fact, thou now Chinese and Foreign ny entrepreneur and engineering technique which has conduct and actions all of expert is rich at the innovation, investigate and expand of warrior.Once when the business enterprise high governor chases this kind of frontier spirit infusion origin the management system of the business enterprise, its market marketing with new product development like a machine which gets new energy, meeting acceleration ground operation.BE learning a Drucker to point out such as the American Zhao management:”The management type business enterprise have and only two root mission:While being an innovation;Two is a market marketing.”
□ The rice pulls a Ke4 Lun2 company-product and can’t stay around an appearance top
This is the company-rice of tool machine in a biggest of the United States that the headquarters establishes at Xin Xin that to lift city to pull a gram of Lun(MILACRON) president of company to speak.He say:”Be a president of company, produce convenience consideration from the organization, I hope everything forever constant, all products specifications turn and shine on old appearance over a long period of time produce bottom go to, so can save many troubles.But, the customer is our company and can exist of dominate.Pressing the need of customer to build tool machine, making the customer satisfied is the prosperous root of our business.The customer request thousand differ ten thousand do not, the use is varied, so my product can’t stay around an appearance, either up.”How attain this?He say:”Have to constantly improve an own product.A set tool machine contains a lot of zero partseses, a lot of datas.The request put forward according to the customer, can be provided as the place of reform a lot of, from a Ji type beginning, so add 1:00, so go to 1:00, change.Become to gradually attain structure to change to change with species series from zero partses.Be like the mankind’s evolution, the kid becomes to by all means cause household to become similar.”
This sets up in 1884, beginning the tool company which produce bolt, silk awl, molar, the production contains more than 500 tool machine specieses currently and sell to more than 90 nations.Pull Si for the Boeing, way space among them etc. the airline make of process the tool machine of airplane fuselage, framework, leaf’s slice, adopt a small calculator control, there are 6400 units, the accuracy attains 1/1000 inch.Process 90 meters of large spare parts three shaft tool machines, the selling price of the set is USD 2,000,000 each time.Produce the single piece product use of biggestly process center, have the motive head of 25 horsepowers, 90 knifes have, two work sets, have programmable preface controller.Still have, lie type control by electronics miller, can remember the first-time homework procedure with the number, size of turn of each work preface, process same product with this, can no longer use a person to put in the custody of.The development speed of the company new product is more and more quick, old product renewal the period be more and more short.The last few years, every year renew of product 50 variety, can renew 1 time of all tool machine products around decade.
Development and computer of new tool machine’s combine is a tool machine to make historical and a revolution variety.Currently, the company sell of use an already exceed of the calculator control or procedure control a half in the tool machine product.Traditional miller, grinding machine, pulled bed, lathers to all pack to ascend programmable preface controller.Each time the cost composing big body of set tool machine is three be 1/3, namely electronics control the equipments have 1/3, outside buy a piece to have 1/3, oneself process of the machine accessories have 1/3.A product processes on the past old type tool machine, use a past old type management a method, in the total man-hour of cost, only 5% belongs to a machine to process time, 95% is because the management falls behind to result in of treat and process time.But in 5%ly process time, because of before process of prepare that the work needs to be shut down to do, physically only 30% time are slice to pare.Automatically deliver a parts and automatically change the knife after adopting a calculator control, slice to pare time to attain 70%.Belong to the management falls behind to take up of 95% time, along with the application of computer, also consumedly shorten.Produce a product has already process, test, turnover, treated to process etc. for four different time, the past management method is carried on the spot by person to adjust a degree, check reason and release an order and usually result in dated, leave out;Use a calculator collections data now, carry on analysis, descend to reach instruction, work up in time, accurate, make the whole labor rate of production of factory and product quality appear to leap.The company promises product renewal the main means of the speed BE:The research development of a huge sum of investment, strong technique strength, complete of experiment the management method of means and science.The company establishes the product research development department, is directly led by the deputy governor.Have 1/8 of the personnels in the company which owns 14000 people-namely 1780 people are engaged in the research development of product a work.The expenses which throws in product research and development annually has a company 3% of total sales.The company orders a farsighted development programming.The point product develop, early start and early do preparation.For example, they spend capital biggest, depend on a house with and just remain grinding machine of lead the position on the market, as early as 20 year agoses threw in huge manpower, financial power.Currently already large quantity devotion the number of the market control grinding machine, can process nine kinds of spare partses in the meantime, in advance deposit the size into the calculator, all production lines are all automatic controls, whet to pare line speed to attain each 80 meters, and the accuracy attains zero.2 microns.At the same time, company the inside of the center laboratory has already had the new product which prepare to will throw in a market in 35 years to do to will try an operation over a long period of time.
The company establishes a new product development committee, the general manager allows chairman, and the member includes the manager of each section.The committee periodically holds a meeting the policy that the research develops a new product with various project, measure the income that various investments bring, including to estimate a new product among them can capture have another big market, can sell many high price, can acquire how much earnings.The every decision invests to develop of important and new product, market can’t less than 30%, the profit margin can’t be low at 30%.
Develop committee to provide for the product various can be provided as alternative, there is each section of company, like sale department, plan department, the research exhibition department.But the market research be a center link.Since want to understand the existing product still has already had no sale, and then wants to understand a market to put forward of lately need.To make a correct quotation write a new product to recommend a book, include cost, sale quantity, price and estimate of profits among them.
Need for the sake of the in keeping with customer, the initial design of the product from sale business section of the engineer hold the post of, but not from engineering development section of the engineer hold the post of.Company 80-90% of the new products belong to part to improve an existing product and each manufactories all establish a product development a department.This kind of is small to change small Ge and manufactory oneself solved, don’t need to seek the research development of company center.”NIH”(No Invention Here) that the United States spread is one phrase, the meaning is “here have no new invention” and point of be make to the existing product part of of small improvement.Every lately- develop product, carry on a concrete design in the research center of company in advance, make a kind machine, make to revolve to experiment over a long period of time in the central laboratory.Hand over a production department again to carry on small batch quantity production after pass in the technique.The choice very appropriate opportune moment just throw in a market.Also still want to continuously improve to raise the prestige of product after throwing in a market.
The new product appear on market and the company wants to train an operation a personnel to make exhibition game for the customer.The sale department prints to make a great deal of product sample, to the product function, operation method of the customer introduction and the selling price.After product sell, the company wants to send an engineer to ascend an instruction gearing, the church use and be responsible for a supply to have article accessories, understanding needs the problem for improve.
The company practices a post to rotate to make to the engineering technical personnel.At respectively the section provide the product design of job the engineer, produce an engineer and sell an engineer and periodically rotate.The problem that is in the middle of through toughen of each post understanding a product a development completely after make the product continuously improve.
Make an all new tool machine, generally need 3-4 years, among them, the market research want to spend four months, the product design wants to spend 14 months and make kind confidential spend 12 months, the kind machine experiments and spends 6 months and deliver a customer to install an usage to want for 9 months.The work of each stage, in time up is to have the cross.
The improvement of tool machine, include the contents of both side, namely from part of the small improvement develop to develop an all new product, can also say BE”
The kid changes to come home a clan to change”so a circulation which develops process.
Four, the new product develop of main way
The business enterprise develops to develop a new product and generally develop by oneself and the technique usher in and develop to usher in with technique to combine together three kinds of method by oneself:
(1)develop by oneself, is develop of a kind of unique.It request, or aims at the problem that the existing product exist according to the usage of the domestic and international market circumstance and the customer and by the root inquiry into the principle of product to have something to do with structure, openning an exhibition new technique, new material etc. of research.Develop to submit a new product of have this business enterprise special features on this foundation, especially develop renewal to change a product with new type or all new new product.
The business enterprise by oneself and independently develops a new product, request have stronger research ability, strong technique strength.Every have the conditional business enterprise of the research development, should organize independence to develop, the existing science technique that is for the purpose of well exertive business enterprise ability, promote a science technical development.
(2)the technique usher in and mean when the business enterprise develops a certain and main product, at international have already had mature manufacturing technique to can be provided to draw lessons from on the market for the sake of fight for time, quickly control the manufacturing technique of this kind of product, against time come out a product manufacturing by filling up local blank, but producing a kind that the business enterprise of this kind of product ushers in a manufacturing technique, the replication diagram paper and technique document toward the abroad.This kind of way includes a following advantage:
The ① can save research budget and technique strength of business enterprise, develop the manpower, material resources concentration of new product to the business enterprise to get up to develop other new products, quick increment product species;
The ② can win time to shorten the technique margin of of compete the business enterprise as soon as possible;
Can be the new point of departure which develops a product the advanced technique for usher in, the technique development of acceleration business enterprise, quick exaltation Qi
Of technique level;
The product which insures a development contains enough economic life span period.
Technique’s usher in is a new product to develop a kind of in common use method, especially for product research development the ability be weaker, but make
The dint stronger business enterprise more for apply.But, generally say that come, the technique for usher in most likely belongs to the technique that the other people have already adopt, that product has already capture certain market, especially usher in from the abroad of technique, not only need to pay a higher price, but also still usually take limited make a condition, this is at application this kind of new product development way have to take in to consider of factor.Therefore, conditioned business enterprise shouldn’t new product the development builds up the foundation which ushers in in the technique over a long period of time up, should gradually build up the development organization of own product research, or design the consociation that the section carries on a certain form with research, product, develop an own new product.
Develop to usher in with technique to combine together by oneself.This is at to usher in a technique to well digest with absorb of foundation up, study knot with science of this business enterprise to put together, well exertive usher in a technical function, with push the development of business enterprise research, obtain expectation effect.This kind of way be applicable to:The business enterprise has already had a certain research technique foundation and the external world has to develop this new more mature part of or a few new techniques of the products again and can draw lessons from.
The new product development method which develops to usher in with technique to combine together by oneself is by oneselfa kind of better way.The first, spend money little
The effect is quick and the product has forerunner again;The second can promote a business enterprise oneself a technique the development of the development.Therefore, it gets an extensive adoption in many business enterprises.Adoption this kind of way develops a new product, and then has to variedly combine a form:
The existing technique of① business enterprise with usher in a technique to combine together;
The improvement technique of② business enterprise with usher in a technique to combine together;
③ To usher in a technical further development.
Different business enterprise or same business enterprise can do what the strength allows according to the circumstance while develop different and new product and adopt a different new product development to develop a way respectively to obtain better economic effect.
Five, the new product develop strategy
□ The new product’s development’s strategy all says
From develop a successful new product, the business enterprise can acquire huge income, however the new product develop of the risk be very big.The product failure will make the business enterprise suffer loss, a handful of archduke departments may have financial power to experience one and other new economy that product result in when fail to lose, besides which, until from another of succeed lately the product obtain of the income carry on compensate outside, but most business enterprises can not bear to appear to continuously fail in the development the new product of stroke.Therefore, the business enterprise governor makes every effort to look for combine along the risk is minimum, combine most probably successful of a kind of path develop a new product, then try hard for to adopt a correct new product a development strategy.
American Zhao management scholar the Pa west rice Er(Edgan A ·Pessemier) the professor define a new product a development strategy so:”New product development strategy is 1 kind discovers a definite new product market an opportunity and can most availably make use of a business enterprise resources of guidebook.” People get an apocalypse from a great deal of new product failure and the reason which thinks failure can induce to 3:① Market to should lately the product be not real to exist a need;② Existence need, but the product can’t satisfy that need;The ③ has a need and the product is also basic to meet the demands, but the market don’t understand that product.Then the market investigation fail, produce a technique error and marketing process of management not appropriate.If deeply add to pursue from the management function, these 3 all can return knot to lack a correct new product a development strategy for the business enterprise.The establishment correct development strategy then can make the new product develop a work along healthy of orbit go forward, decrease error, obtain success. Correct new product development strategy, want to obey a business enterprise first total conduct a strategic request.Because include a new product a development the product decision of strategy a part that is a business enterprise management decision.But strategic management decision’s should combine have already done the best choice between the business enterprise resources and the exterior environment.Secondly, development strategy should the folio deliver the target of new product to give accurate definition, so then can control and limit development work of direction, and contribute to in the process of develop in to performance the circumstance make an oneself evaluation and establish a correct new product marketing a plan.The third, develop strategy to want possibly folio hair process in the coordination need, control with make policy with son to avoid appearing excessive quarrel and conflict in concretely the development with the instruction of principle.The modern product management theories thinks that the new product development’s strategy at least includes four descriptions to the following:
(1)product type and target market;
(2)the new product develop of target;
(3)obtain the basic path of above-mentioned target, such as reform of source, reform of degree and development of opportune moment etc.;
(4)the coordination of the development process and the basic principle of the control.
□ The factor should consider
Draw up new product strategy should consider of factor BE:
1.Resources and opportunity
At the new product development made sure a business enterprise strategy, resources and opportunity are two main factors which share to control a position.The resources that the business enterprise own involves management technical ability, technique ability and produces wide degree, depth and character of technical ability.The financial power of business enterprise can use its property own with obtain appropriate investment recovery rate of ability to measure.Market marketing ability since the direction market provide a great deal of marketability of the species well-found product, and then point can design a skillful marketing a plan to live large quantity old customer by attraction.Produce ability to basically mean to availably make a product, quickly provide the ability that goods and orientation need change.Certainly, while estimate the resources of business enterprise, should the same ability to more opposite than rival carry on a comparison.
The market opportunity means to the identify of the realm or new product item of the management business for make sure with confirm.Generally speaking, following each items are all opportunity of certain market:The ① has been already touch of a kind of latent need perhaps to a certain and existing product is in the need of quick extension now;The ② market constitutes to°from some customer bases which own to in great quantities purchase ability;The ③ exists a kind of new product which has important use value, again from medium earnings;The ④ competitor only satisfies short-term demanding ability;The market that the ⑤ new competitor doesn’t easily get into;When the new restriction of⑥ severity can foresee.Certainly seldom exist 1 kind to include above-mentioned at all point, perhaps and only market opportunity to include above-mentioned 1.The market opportunity looks for and have to own with business enterprise of the resources carries on analysis in the meantime then can real assurance.Expect behind such as the World War II, the large calculator market became those business enterprises which have to correspond a resources, not to general business enterprise all in keeping with develop of have the realms of attraction most . 2.The strategy conducts to plannedly request
More and more in recent years of the business enterprise think, hold to have a kind of total management thought for wide awake combine with planned form body this kind of thoughts now, for maintain keep on of business enterprise the growth be very important.The high governor of business enterprise passes a strategic management plan to express the purpose, target that the business enterprise conducts in some years in the future with obtain basic policy and strategy of these targets, in order to do a best choice between the resources and the exterior environment.The most management house thinks that drawing up a strategy management’s plan be advantageous to:The (1) is in conjunction with the strength of business enterprise, since can scoop out a potential, can lift again high-efficiency.
(2)moderate a function, at straight line of the leadership and each working talent section keep planned continuous.
(3)the strategy be the basis which organizes construction.
(4)allotment resources, in order to make the resources with maximum limit make use of, for complete a target to do a contribution.
(5)encourage employee, in a business enterprise which has an explicit target, people easily understand the meaning of its work from the management strategy plan establish, is encourage.
Evaluate a result, the foundation for evaluate is reality and expect of carry on contrast as a result, have target that then can evaluate.
Obviously, the new product development strategy has to obey a business enterprise total conduct a strategic request, make development the work keep with general index mark
With the result that.
3.Control with limit development work of direction
If chase a new product a development a work for example for a ship, so developping strategy has to rule an onward voyage to.BE being engaged in all various management business such as it is impossible for a business enterprise to similar to the industry, it can’t develop all new products, either.Develop strategy to speak toward new product supervisor’s personnel clear should develop what, also in the meantime suggest them shouldn’t be stem what.Certainly, target and plan had already establish may also change, even re- choose a kind of new management direction, but this kind of variety whether the adequacy is exactly a strategic consideration, but shouldn’t be is personal opportunity activity.Although there are also a handful of exceptions, copy equipments and electronic watch etc. with the new product but captured the example of market to exactly prove contrary conclusion such as the Kodak camera, Shi Le4.But total of to say, most entrepreneurs think the direction that should control and limit a development work with the development strategy. 4.The new product develops the coordination and control of each stage
New product development strategy not only need to indicate development work of direction, and want folio hair the work of each stage in the process to be advantageous to carry on moderate and control with the instruction.This kind of instruction function should be applicable to each stage of development process.First, while becoming a development to conceive, the strategy tells from what the manager commence.For example, a business enterprise under way a certain market demand big business, so should conceive from the technique creation first;If is inquiry into a certain and technical applicability, then looking for to conceive should subdivide a beginning from the market first.In fine, try hard for to be possibly much matched total conduct a strategic new product to conceive.Secondly, the naturally ground of the evaluation work is important to tightly and around develop a strategy’s target draft to carry on and include to fully choose to conceive the project carries on evaluation order of sequence, evaluate the choice of factor and add power factor really certainly etc., this principle is in keeping with to develop process in each evaluations for carry on need.The new product development strategy helps the developed product to with accuracy design a market marketing combination, this truth is again understand however of.There is the instruction of strategy, we can more and awakely the estimate primevally throws in a market promise a load of much risk, occupy many market quotas of Gao, should obtain the recovery ratio of much investment an etc..
□ The new product develops the type of strategy
The new product’s development’s strategy should include four contentses at least:Product and market, development target, development path harmoniously adjust a control.Any varieties of 1 all may become a kind of different development strategy in these 4.Among them each can establish a some different subitem standards.Therefore divide the line with the different item or the standard, will there is different development strategy.
1.Divide the line by the product technique and the market combination condition
Taking the combination condition of the product technique and the market as the standard can is divided into four kinds of development strategies, such as table 9.3.2.
2.Divide the line with the target of business enterprise growth degree
(1)quick growth strategy;
(2)limited growth strategy;
(3)maintain sex strategy;
(4)once prevent°fromed quick decline strategy.
3.Divide the line with the different target of market position which hopes to obtain
(1)fight for the strategy of field in Hsinshih opportunity;
(2)extend the strategy of market share;
(3)protect the strategy of market share;
(4)look for the strategy of field in Hsinshih quota.
4.Take market marketing as basal development source, can become four kinds of new product development strategy s: the following
(1)the improvement compete a product;
(2)the product relocate;
(3)expand product line;
(4)improve the brand and packing of this business enterprise product.
5.Take technique as basal development strategy
(1)the independence develop;
(2)the consociation develop;
(3)purchase permit or patent of the product production;
The business enterprise annex.
6.The innovation degree willing carry out by new product to divide the line
(1)expand a strategy;
(2)adoption type strategy;
(3)mimicry type strategy.
7.Can is divided into three kinds of strategy s with controling development opportune moment and art dissimilarity
(1)compete first strategy;
(2)quick reaction strategy;
(3)juniors strategy.
8.Apply a technical source dissimilarity at the product by application, can is divided into three kinds of different strategy s
(1)the foundation study;
(2)applied technique science research;
(3)development research and craft improve.
In addition prepare the degree of the file time, quality good and bad and the image of the product brand etc. for get into still can list different development strategy with the product.However, any new product’s development’s draw-ups of strategy all will involve various above-mentioned standards in of mostly standard, but each a divide the line standard under again how many different choice possibility, according to arrange combination calculation, even clean among them of repeat part, still will get to grow several hundred kind development strategy a project.Therefore, while study new type of strategy of the product development, having two mission has to complete, then can to choice and draw-up the business enterprise be concrete of development the strategy have benefit:The (1) find out while drafting a new product development strategy to the pass important factor, and as to it’s the different alternative carry on a comparison.If solved a weigh of main factor with taking or rejecting, other of the choice of related factor usually can immediately solve.Experience proves that the business enterprise most importantly wants to handle good following four relations while drafting a new product a development strategy:The ① takes market as center or takes producing a technique as center;The ② regards innovation as principle or regard application, mimicry as principle;The ③ independent development still consociation develop;The ④ develops the all new product as lord to still keep improving the existing product as lord.
(2)have to to possibility formation of various development strategies carry on comprehensive analysis, in order to have a comparison clear outline to the strategy project that can imitate or choose.Certainly this is not easy to accomplish obtain consistent viewpoint again of affair.
□ Two kinds of strategies generalize
In fact, the different scholar is usually a vast difference between the two in this kind of problem top standpoint.Introduce now two kinds of more have a representative of generalize a way.Rice Er ·the carat Fu be virtuous in it 《 the new product management 》 one book, the new product of the different combination develop the strategy induce to 2 kinds:
One rice Er ·the carat Fu virtuous new product develop strategy
(1)the maintenance enhance a strategy.This kind of strategy is a business enterprise in a particular scope as to it’s conduct condition to basically feel satisfied, though it also hopes to have a growth in the future.Some scholars are called this kind of strategy to defend sex strategy, its point to be attended to is the emergence which controls risk, make sure limited tallest target and reduce development failure but result in possibly of loss.So, enhance in the maintenance any new product’s plan establish under a strategy instruction express in order to protect a market quota, keep profits from descend, maintain original to conduct condition.The so-called maintenance always is developping forward because of the total trend of social economic development in the opposite maintenance within variety of the environment dynamic state.The innovation means that this kind of strategy make use of mainly is at the market marketing is a characteristic with since low product cost, exaltation quality.The degree that it reform is usually very limited, develop market type new product more, in the technique with the application apply a technique or make copy for lord.Mutually adapt with this kind of strategy of throw in the opportune moment of product, generally don’t adopt to lead or compete first get into a market, but also not the one who wish to become become outdated.
(2)reform type strategy.This kind of strategy has aggression, the risk is larger, and in the process of develop in chaperonage more creation activity.For making the business enterprise acquire more opportunities to develop a new products, the provision of the folio hair direction usually adopts the technical terms of the end use of product to carry on a description in the development the strategy.The target of this kind of strategy is very explicit:Pass the increment sells quantity and exaltation a market share to attain a bigger growth.The realization of some business enterprise reform type strategy is completely depend on in 1 and 2 innovation results, but most business enterprises then combine together the market marketing and the technique reform.Technique reform of the degree be more close to expand a type and there is also the ex- row position that many business enterprises adopt an adoption type, and regard independent development as principle.This kind of strategy requests that controling a market throws in opportune moment, the Yao first throws in, the Yao follow close behind the first, in order to obtain an enough market quota.Total of to say, the reform type strategy wants to undertake larger risk to exchange high sum profits.But compared with the third risk type strategy still keep belonging to a temperate adventure.The reform of the calm insurance have no and the key sees the business enterprise containing much acceptance ability.
(3)risk type strategy.When the reform type strategy incompletely satisfies the target of the management that the business enterprise hope attain, or unwell in response to business enterprise
The target of the management of attain, perhaps when the business enterprise confirm not to adopt more risky strategy and can’t raise a market share, can choose the third, namely risk type development strategy.
Take quick growth as the risk strategy of target, usually not only emphasize the novel of the end use of product, but also emphasize a skill
Of progress function, and usually use technical important breakthrough as the center which develops a work.Adopt this kind of strategy needs to have a strong resources and throw in market opportune moment usually is compete first capture a market to perhaps follow close behind the first throw in to throw in.Take this kind of strategy as instruction the new product develop, in the technique function, structure characteristic, brand and packing etc. of different turn degree should have very special, otherwise carry out what business enterprise make sure impossibly big tread an onward target.So of new product once development successful, risk namely change is huge earnings opportunity.This is exactly the target that the entrepreneur which adopts this kind of risky strategy pursue.The new product develops the comparison of strategy such as the table 9.3.3.
2.Anne Ba Cun-admire to fill Er a new product a development strategy
Adopt with ago generalize a classification to slightly have another different typical model representative is Anne Bahrain(Clenl ·Urban) with admire fill Er(John R ·Hauser), in they match the Zhao of 《 newly design and marketing of product 》 one book new the product develop the strategy is divided into 2 types:Respond sex strategy and estimate strategy.(see table 9 s 3 s 4)The strategy of respond sex is owing to expect ago produce of various problem how handle but draw up of, but predict that sex strategy’s ising the realm which clearly assigns the resources to the future to prepare to compete first seize is a purpose.
Anne Bahrain and Basel returned the choice toward the comprehensive new product strategy to make a suggestion, they think the reaction’s strategy is the most suitable for thus of business enterprise:
Form 9.3.4 new products develop strategy
(1)demand to existing product or market devotion more resourceses;
(2)new product’s reforming a result don’t easily protect;
(3)the new product market be too small, can’t make up expenditure of develop the expenses;
(4)probably because of the competitor’s mimicry but drive crowded Kua;
(5)rend away the retail outlet of this business enterprise because of other new products.
Because, be placed in under the above-mentioned condition of business enterprise if adopt estimate’s strategy may once have strong risk.
Contrary, some business enterprises are placed in to be advantageous to an innovatory position very much, so should adopt estimate’s strategy to develop a new product.The condition of these business enterprises is:
(1)hold total strategy of have results to show the long type;
(2)take pleasure in into a new product or market;
(3)have ability of obtain the protection patent or protection market;
(4)have already got into the ability that the Gao Xiao Liang2 or Gao increases in value a market;
(5)own the resources and opportune moment that the new product need of development;
(6)the competitor can’t use the market that the strategy of “reside two better” get into;
(7)the retail outlet be stable and unimpeded.
□ The existing product improve
1.The importance that the existing product improve
The develops all new product nature and business enterprise to adopt creative strategy related allied, its basic characteristics also with creative strategy homology.Will emphasize to discuss a problem of improve the existing product here. According to cloth, Long and admire rice Er a management a consultation a company of inquisition, 700 companies in the United States in 1979~1984 years the classification circumstance of the new product of market throw in as follows:
The all new product of the world scope 10% s
The new product line of the business enterprise 19% s
The new species of the existing product line 26% s
Existing product improvement or become a 26% s
The existing product cost lowers 11% s
Mature expect new-born and 8% s of product behind
100% s
This statisticses form to tell us, appear on market of new product in about the three quarters all can return into existing product improvement but output new product.Therefore and regardless which business enterprises should value very to develop a new product from the improvement of existing product.Generally speaking it has some advantages as follows:The (1) devotion resources less, the development period is shorter;
(2)the risk caused to suffer a deficit smallest;
(3)be easy to moderate a new product development with the management of existing product, be advantageous to enhancing an existing product to combine;
(4)can quicker backlog produce a technique and manage experience;
(5)be advantageous to the advantage of well exertive business enterprise;
(6)can make use of an existing retail outlet.
2.Improve the path of existing product
The product heavy fixed position.Decide product or brand to be one of the decision factorses that that product can make a profit in the position on the market.The so-called product position means that product or brand are opposite to give at the competition other products of the product, this business enterprise person
Of impression.
Product why want a heavy fixed position, generally speaking, it is because of the product original fixed position to have already appeared a market marketing
The problem of aspect.These problems often include three kinds of performances:
The ① competes the fixed position of product(brand) very close origin business enterprise product, result in to particularly subdivide in 1 to compete on the market very vigorous, and rend away parts of markets can’t make this business enterprise market expand;
Although the ② original product fixed position is correct, through change of time, the hobby of customer just at or have already change, result in this business enterprise product deviate original the hobby of the consumption sets;
The ③ new consumer hobby sets have been already become, haven’t been capture by other business enterprises.
Therefore, the business enterprise wants to change an original product fixed position, make the product swim to leave subdivide of a competition vehemence market, with orientation variety empress of consume hobby or get into lately- become consumption sets, perhaps above-mentioned three and but have it.In fine, the product heavy fixed position this improvement product of the path make at market marketing exist of problem change for develop the opportunity of new product.Actually, the product heavy fixed position is some important attributes of this business enterprise product according to consume transfer of new hobby and market consciousness.
If the business enterprise contains the heavy fixed position of the implement product of the technique ability, still have to weigh two factor while make policy.BE a product to transfer first to lately- position subdivide the cost that the market probably takes place.These the cost include the change product characteristic and pack etc. development expenses and change produce a craft of cost, plus a change product the advertisements expenseses need by image.Generally speaking, the cost of the product heavy fixed position along with new fixed position and original the increment and increment of the distance of, not only product entity change of cost with this distance and increment, change product of the expenses that market consciousness need also with this distance but increase.The consumer is dissatisfied the formula of degree is:
D=
In the type:D-Hsinshih field the dissatisfied degree of the consumer;
P i-this business enterprise product i the consciousness degree of the attribute;
Ii-Hsinshih field consumer to i the expectation value of the attribute;
W i- i’s important degree of the attribute add power coefficient.
So, the distance of lately old fixed position is more far, consumer of dissatisfied the degree is more big and in order to overcome with remove dissatisfied advertisement expenses more big.
Another factor which need to be weigh is pass the product improvement may get of income.The size of this kind of income be decided by:The A lately consumes the size of sets;The purchase rate of B consumer;The C draws up into and has already got into that of competitor’s number and its strength;The average list price level of D that market.
In fine, heavy because of product fixed position the income obtain at least can overlay the cost that product need when transfer, then can consider that adopting a product is heavy to position this one way path to improve an existing product.
(2)the product be different to turn.Different turn to mean a business enterprise for making this business enterprise product discriminate between and surpass the market marketing of that competition product make effort.The product is different to turn and can draw on latent customer to notice this business enterprise product but promote sale, and can ease or avoid a price competition.If say that the product heavy fixed position’s ising a product in a words which particularly subdivides market execution to lengthways permeate so is different to turn 1 kind then horizontally expands.
BE three layer theorieses according to the product, constitute to the product medium each 1 F, or among them the whichever main factor practice an improvement, can carry out a product different turn.Can choose for different turn a basal ttribute a lot of, what to have a representative most is the following four attributes:
① Brand for basal different turn.The United States once to those mean hobby some one brand beer of the consumers once did to experiment, several times experiment of displayed a test-receiver as a result can’t classify the brands of its hobby.Therefore, theoretically, brand can conduct and actions different foundation for turn.Speak from a certain meaning, the brand is a product.
Compete in fact the product usually all has respectively different brand, and its trademark can also apply for a law protection.So-called and different turn, actually be make this business enterprise product(brand) superiority in the consumer heart at the competition product.Therefore, the marketing personnel has to know the importance of brand(product name, sign and trademark).
② Packing for basal different turn.Because of:The packing is a part of the product and usually directly contact with product brand again;Packing is product from take of promotion medium;The elegant packing can cause to make choice of purchase.The product development personnel can make use of a packing improvement a product.The foundation that the ③ entity characteristic conduct and actions is different to turn.Change the entity characteristic of product, all can make product different but get an improvement such as the function, structure and the external appearance.There is a great deal of similar example in the consumer goods, like table salt, monosodium glutamate, toilet paper.The industrial article then is over-emphasize in to have something to do with function of attribute.The key here wants to be good at looking for some product characteristics to make different turn to keep on also can more long-lastly draw on customer.
④ Service’s conduct and actions different foundation for turn.The business enterprise can also pass under the sistuation that completely don’t change product entity different turn to carry out a product improvement, then change the chaperonage service of product, especially industrial article with become a set the marketing of the equipments.Provided for beg existence “purchase protection plan” in 1972 such as the American car industry.This plan includes unconditional assurance, better service and lend out a car to break down with fast exclusion.The car market share vehemence descended at that time and sold to increase 67% after releasing that plan.The (3) raises product quality.The exaltation naturally of product quality is the important path which improves a product.In regard to product entity, the quality means the raw material type, raw material grade, pure degree that the manufacturing use, or pass change production a craft to make product more valid, more enduring or more dependable.Change the level of raw material, may cause the product function improve.The change production craft not only can raise the index sign of product function, but also can lower product cost, exaltation competition ability.The modern marketing learn of so emphasize the exaltation of product quality very, is the product quality which always above multiplies by because of any marketing means of handiness is a foundation.The fitting marketing combination can draw on target customer, carry out to purchase at a time, but the realization again purchase to then usually want after the consumer use the consumption in the product process satisfy.The superior quality of product consumes contented assurance.
□ The new product of the Wei Er3 company of Huo Ni develop
This is the suburb that the headquarters establishes in Philadelphia, own 30 subsidiaries, 141 factories to order in the whole world, the officers and workers amounts 86000 people, and the total sales attains the instrument company of the Huo Ni Wei Er(HONEYWELL) of USD 3,500,000,000 to obtain two successful experience on the management in 1978.These two in of ex-1-”want to thought of that the other people have never thought of of”, mean that the company mainly is at the new product to develop on the development up, walk noodles in other people, can take out new product design and new product that adapt market’s demand to come out in advance;This empress 1-”want to notice other people to easily neglect of”, the function quality which means on the product wants to find out the weakness of rival and try a high the other party a head of.The thoughts of that the other people have never thought of of, the premise wants to see what other people have already see, know that the other people have already know.For this, the company requests own research center and deluxe employee, technician to new technique in the world with new the development trend of product can understand in time;Can do an accurate estimate to the development trend of the coming 5-10 year new technique, new product in the world;Request in time provides the intelligence report collect to the leadership of company with each section.
Want to attain an attention, the other people easily neglect of, first want to notice other people have already notice of, even want to notice other people didn’t°yet advertent of.Many manufacturers are in developping the work of new product, in very long period of time, attention mimicry manufacturing, the sale goes out to settle a dispute and usually neglect a product design with in a row perfect.The Wei Er3 company of Huo Ni on the other hand emphasizes a conceive outline of new product, design with experiment, pay attention to produce a customer in finished product sale a service on the other hand, collect a reflection and continuously improve an own product.The this company research develops a new product to spare no expense.The product research develops a fee and generally have a company a total sales 8% or so.Expend USD 324,000,000 in 1978, take up 9.3% of the total sales in that year.They say that make a new species series, generally want six years, among them half of time, namely use for three years in conceive outline, design with experiment.
For insuring a new product a technique the rationality of the economy in conceiving outline, designing, the company establishes evaluation engineer, specialized review design diagram paper, design how quality is and finally want from evaluation the engineer sign on the diagram paper.Company a class still establishes to review argument committee, is attend by the leadership, each section representative director of company and the deluxe technique adviser, every be included in to develop to program over a long period of time of important and new product, all want to be reviewed an argument by committee.BE reviewed the new product of argument, give out to evaluate a certificate.The new product experiments specially and strictly.The electronics component of automatic control part, light quick component, through four work prefaces, the plus or minus difference in temperature is in the above aging sieving of 100 F, the easy Sun piece want pass by over a long period of time the super burden carry experiment.
The Wei Er3 company of Huo Ni thinks that the improvement of product quality is a continue of design and manufacturing process.They for working well a product of continuously perfect, the company establish for count numerous sale service engineer, they keep up with the product of sale to the customer instruction gearing, training operation personnel, and help a customer to maintain.Sell a service an engineer to have three mission:One is promise that the customer use like, establishment product prestige;Two is the blemish which collects a product in the usage, bring back to study an improvement;Three is to do advertisement publicity, extend product sale.The sale service engineer designed an engineer and produced an engineer to win election to pull out from the product, usually was what the design engineer of the item’s product follows a product to do production engineer and sale to serve an engineer.
The all things wants to think fore noodles, the management instruction for walking on the front thought, promise this company is produce technique, product quality and lead of earnings position.The Wei Er3 company of Huo Ni in 1885 at clear that not the city start practice, was to produce valve door thermometer etc. product at the earliest stage and this was regarded as the earliest u to control instrument in the world at that time.To this century, along with the science technical quick development, have produced an automatic record instrument since 1935.In 1950, the world just got into an electronics technique for ages and they make a data control first.In 1962, they first make Huo to commutate a machine again, is also one of the geneses units which made solid Huo a slice integrated circuit at the earliest stage in the world.In 1969, they have already foreseen miniature procedure controller and will soon appear and the numerical control will become the development trend of the whole auto control system, but the only tiny procedure controller then can betterly carry out a procedure control.In 1974, they cooperate with strange company with our company produce of the TDC200 serieses dynamoelectric unit product and computer for corpus, build up the whole allotment electricity station to transport a net to automatically control system in the second dint mountain big state, is the first to use microprocessor plait procedure in the world, use coaxial cable to unite all informations in a few miles scope, factory, lettering with generate electricity circulate in of electric current, electric voltage, calories, safety report to the police etc. environment control and imitate the dish all compress cathode to develop tube up, uses a handful of men surveillance, first carried out electricity station concentrated automation control.
This company doubly boasts to lead for proud biggest achievement, is they for the country design in astronautics bureau in the house made to ascend a month the cabin automatically equips and have in this physical volume only a sign the container of square foot with person brain likeness of calculator control system and two stars of the information contact of system, since can help aircraft a safety to land the moon, and then return to various felling and information reflection the Earth.During the period of ascending the cabin in month automatically device to manufacture on a trial basis, it is complete to imitate the moon environment to make to experiment on the ground and imitate daytime to experiment, heat 237 F, continue for a week;Froze a Fahrenheit to take 120 degrees when imitate the dark night experiment, continued for a week.Vibration’s experimenting to 18 accelerations can adapt to ascend a month to need with testing this device.The federal government be willing to amount to the God item of USD 1,000,000,000 to the experiment fee to hand over to this company and confirmed them on the technique and the product of lead a position.
Six, the new product develop process
The development process of new product means from put forward a new product to conceive each stage that new product experience when appear on market.The stage that it include has difference because of the dissimilarity of the profession and the product.The investigation consumer goods of our concentration ground and industrial rticle is two major type of development process of new product, not difficult discover that they are incompletely same.Generally say that come, the latter far compares time of the former career and grows and the process is also complicated and have to be many.Even together is consumer goods or industrial article, at the different profession, the of different product is go to an of same product of degree with different and complicated business enterprise and develop process of demarcation, time length, the complicated degree all doesn’t exert a homology.But, they always still have general regulation and can follow of, the research is reasonable of development procedure, to science but successfully guide a new product development, is obviously very necessary.
□ Consume the development process of sex new product
1.Conceive production and suggestion
It is the square one that the new product develop and develop because of the new product of the success rate be very low, have to adopt various method and technique from various outlets of the business enterprise inner part and the exterior for this and strongly stir up a new product of various conceive.Then, conceive to carry on sieving to the variety, expel those unwell in development with actual development not of conceive.Stir up to conceive of the creation be then a main cause, sieve a technique processing and only have various but novelly conceive, then can sieve an ideal new product to suggest.
2.The concept experiments
Sieve the new product of to conceive to use a writing description or use entity model or ask for an opinion toward the target customer for make selection with the entity sample, the reaction which acquires customer to the product concept calls that the concept experiment.When use the concept that the reaction of writing description or model(simple product also useful sample) test customer calls earlier period experiment.When according to the customer opinion improve behind but the entity sample(namely product) manufactured release on a trial basis to call an improvement on trial after the concept.
For example, a company wants to develop a kind of writing description that the product concept of”fast food breakfast beverage” experimented in early days BE:A kind of powder form product, add at milk inside, immediately can eat, provide various health care nourishments, flavor the United States for the user, tasty and convenient.That product implies chocolate, vanilla, cherry peach three kinds of compositions, bag, six the bags be 1 box, each selling price$one 5.Again such as, a business enterprise in the United States affirms that develop is a kind of new economy energy”rice cooker” has much of a marketing opportunity, their earlier period concept experiment writing description BE:”Rice cooker” provides a kind of all new way toward you and make your whole family enjoy delicacy tasty, rich in nourishment of meal.Use a simple safety and economize on energy province an electricity.Put the food vegetable into a pot before go to work, connect power supply.When your work weariness from overwork 1 go home, rice cooker already is your whole family ready to dinner.Use a rice cooker!Believe your whole families all will like the meal of its supply.
The product concept description usually prints into similar card similar thing and attach to design photograph, model and synopsis elucidation by first step when it’s necessary.There is better sample, can make actual performance with the sample.
In the product concept experiment, try hard for the customer can answer:
(1)whether the product’s concept description know or not?
(2)whether you discovers the advantage of that product or not?(The answerer should understand that product to differ with an other a competition the advantage of the product)
(3)do you like to perhaps don’t like that product in this kind of product?(Please answer is or is not)
(4)after that product appear on market, whether you purchases it or not?(In order to estimate a sale quantity)
(5)to various characteristic of that product, whether you has the suggestion of improvement or not?
The new product concept experiments and can acquire product quality, external appearance, pack, price, sell the aspect in great quantities valuable information.It contribute to abstract of the product conceive become concept an explicit entity product, discover the hobby of different consumer, find out the blemish of product concept, is development or not do decision, for further improve the product provided objective basis.
3.The market imitates
Designing a small scaled market, displaying with the same kind product the new product(sample) that will develop together is entered a store by a small cluster customer to freely make choice of purchase to test the degree that that product is accept by the customer and obtain customer further while physically purchasing of respond, predict target customer and market scale.
4.Initial market and financial analysis
This is to estimate a market sale quantity, profits, thus initial analysis business enterprise development should lately how the earnings of product is, in order to from the finance angle for develop decision to provide a basis.
5.Product usage with purchase experiment
When the product entity development come out after, before throwing in a market, for verify customer further again to new accept of product degree, carry on to a group of target customers free try out or purchase experiment, hear customer to the quality, price, pack, trademark’s etc. again adjudicates, Be a product improvement and draw up marketing strategy of importance basis.
6.Try selling
Formally is make selection before appear on market similar trial sale in the market scope sell.Again test the usefulness of strategy of the market marketing, try hard for decrease market risk, appear on market in order to the new product ability with one action successful.
□The new product develop the typical model mode of process
Analyzed a consumer goods and industrial article of these two types of new product development process, combine the investigation of relation of the folio hair process responsibility, discover that they have a basic procedure that the product that together can follow develop, it the big body is divided into the development, merchandise of the concept development, sample to develop three greatest stages and conceive, sieve, management analysis, entity development, try selling, commercialize 6 to subdivide a stage.
Consumer goods and industrial article are because of their complicated degree dissimilarity, so new product development process’ being different to choose site for capital don’t experience 6 to subdivide a stage can’t, subdivide a stage in front and back the order of sequence may also have adjustment according to the different product.For example, develop a kind of simple food, concept formation, the sample manufacture, the market test to probably merge very much together carry on, treat to experiment success to carry on management again analytical, then formally appear on market.If develop a kind of complicated industrial article, for example a set number control tool machine and then usually want after conceiving that the formation, concept experiment and after making detailed management analysis, again decision whether entity development.But, regardless is consumer goods or industrial article it concept, sample, merchandise three big development the stage be then common and lack a can’t of, also strictly sequence. Three greatest stages attains the method of purpose such as the table with six work purposes which subdivide a stage and it 9.3.5.
Seven, the new product concept develop
□ The new product conceives formative source
New product conceives to mean people to a certain and latent need and the desire, the technical term which works hard an ability takes in to delineate with describe.A kind of new product conceive of birth always first from take to have the conceive of imagination the beginning.Develop numerous the new products conceive of source, for create sex real estate to living a new product, is doubtless very beneficial.
The new product conceive of source can the exterior and inner part from company.The exterior source is mainly a customer, rival, dealer, government agency, science and technology, consultation section.
(1)the demand of customer is produce the new product conceive of direct source.More and more companies not only notice an adoption letter to inquire, group discussion etc. method arrangement customer expression opinion of opportunity, and also notice can collect in the informal situation the customer conceive of form.Industrial article customer is the new product conceive of a very important source.Don’t control an industry production technique in some industrial article suppliers, but the customer depend on the supplier of equipments and material to improve the industry that it produces a craft, the customer usually provides kind machine toward the equipments supplier, manufactory, own even of invention creation.At this time, customer not only is the product conceive of promoter, and become the supporter that new product develop.In the marketing activity of industrial article, usually meet a dealer an attention collections a customer concerning the demanding data, but the data neglecting a customer a reflection to design concerning the product, this new product that originally can be free to acquire conceives but has to re- organize investigate and collect, wasted time and money and this is remarkable.
(2)the product of research rival improves the existing product of company thus, is the new product conceives source of an important path.The company should build up the circumstance of new product that the formal procedure carefuls watch a rival.Keep watch on the procedure includes 2:Becomes a sale personnel of company to from the sale the bargain consciously collect while being a responsibility the new product will soon appear on market of relevant information;Two is be a market to appear a kind of competition product, is passed the research service of society organization by the sale personnel, closely keep watch on the sale circumstance of this product.
(3)the dealer be a new product to conceive another better source.Because the dealer acquaints with a market need, they will found an all new product to put forward a good suggestion towards improving an existing product with.For example, the United States congratulates card profession a recession always.At the 60’s, Huo Er mark company, Ji Bu4 Sen company, American He4 Pin3 company etc. all extends the product to the close by merchandise according to the dealer’s suggestion.The Huo Er mark company threw in a candle, paper cutlery, table napkin, book kimono decorations and each store which makes use of an existing sale congratulation the retail system of the card sell, thus and successfully extended the product line of company and conduct scope and acquired a good economic performance.The relevant information of government organ is also the new product conceive of important source.It is the patent information of patent bureau first.
Contain the new product possibility of innumerable in the office file of benefit bureau, if ever of the patent not exactly be the new product that can throw in a market, but from in can acquire many concerning new product of apocalypse.
Research and development section is the new product conceive of one of the source.In fact, a lot of new products conceive to come from Mr.
Own research develops a section.Cloth · Lun with admire rice Er a consultation a company to discover in an inquisition that 88% new products conceive to come from a company internal, study development section to have 60% among them.If see the research and the development as the important source which is a new product, the so decisive problem is the different type of distinct research and reasonably assign a research funds according to the characteristics of each kind of research.The modern business enterprise develops the process to the new product to is divided into:Foundation research →application study →develop.The foundation research puts great emphasis on the detection of natural regulation and the purpose lies in acquiring theories knowledge, is application study and development to provide a theories basis.The application study is the result that the assurance reaches agreement to release a foundation research, and make use of the result of foundation research to work°out a some certain problem of one profession by research towards carrying on a classification as a result, .Develop
Then produce a concrete new product to conceive or improve an existing product to make it acquire a new customer.Without a doubt, what business enterprise pursue is a profits, not a pure theories knowledge.For this, the business enterprise has to have the plan ground the foundation research which concentrates on the company particular science realm decide by the target of the management, backlog result, for continuously develop popular but make a profit again of the new product accumulate to gather thick and solid theories foundation.To most companies, these three kinds of research types are all very important.The business enterprise should classify a ground of evaluation research and development work and carefully manage and control a new product this important source.The sale personnel of (6) company is best a new product to conceive source.They usually make contact with customer and is a particularly industrial rticle sale personnel in order to make to promote so, they keep close contact with customer, acquaint with the customer’s usage request, understanding customer’s opinion to the product, usually investigate a customer a new need.Contain in their brains many new products which meet customer’s effective demand conceive with improve to the existing product of conceive, can indicate a direction for a kind of researches developments of new product at least.For example, there is once the sale manager of one wife and children company in the United States observes metals gum paper at Christmas of the usage has increment, hence associated development metals a slice to used for a candy packing and did ice-cream pocket, promote the sale of the candy and ice-cream.The (7) key figures manage a section and can become a new product to conceive the another good source.One is check and discover a company of management weakness, look for a new specification species of enlarge the existing product line, investigate the possibility of management real strenght of strengthen the company, can row for the increment that new product grow at least an appropriate of scope.For example, product’s ising the company which has seasonal should consider that the increment is free from more stable product of the season influence, sale in the product line.Child toy the company can produce ware or adult’s toy of the sale plastics used in adult, the pastry manufacturer can increase to sell sugar frost a type products, the male type clothing dealer can increase to sell kirtle accessories etc.;Two is check an existing product with re- investigate to be abandon of the product plan, such as design, material, pack, retail outlet etc. to discover a conceive of new product.For example, IBM company and numerical equipments company pass the reviewing of product design and modified the design of large calculator but throw in a small scaled company to use with personal the success which use a calculator but acquire management;Three the possibility being a check to produce craft process to produce by-product.For example, there is a small company which produces goods dish discovering that the park business needs sawdust to measure increment, hence on the newspaper with park magazine up log out our company can provide the advertisement of in great quantities high-quality sawdust and the sawdust became another source of this company income.The suggestion of (8) company employee is a new product to conceive another really fine and internal source.They understand a company the function of the product most , the advantage and weakness of company.Launch all employees to all conceive that the new product can receive good effect.The United States is the biggest of have the companies of three quarter to all have formal employee to suggest procedure in 500 companies.
□Stir up the new product conceive of method
The new product conceives to have varied source, but this direction that just indicate a new product to conceive to look for.The good new product conceives and must also be to various source carry on induct, this be want to study to produce the new product conceive of means, be also want to study to stir up the new product conceive of method.Some successful methods in North America include:The method, characteristic row form method, brains storm method of the problem catalogue, method and parameter of the collections notebook analyzes a method etc..These can see more and easily induct to produce the new product conceive of means.Actual work in can’t excessively tie down by how method is and the key wants a by all manners leading source an everyone liberation to thought, widely open way of thinking and conceive outline an original in style new product.The underneath makes synopsis introduction respectively to the above mentioned method.
1.The problem prepares catalogue method
This be the last few years, the research come out of a kind of produce the new product conceive of method.It of basic thought BE:The ① makes it have already know to consumer of product together the problem occurrence connection asked, compare to aim at an imagination in of the assumption product find a problem to want to get easy;The ② wants to work°out the in general use way of its problem, generally and all very limited of.It of basic way of doing BE:Put forward a problem form for consumer, all of problems lift is closely related acquaint with very thus in consumers daily life of a type of product, like food, clothing, cosmetics…etc..Request them to aim at the particular problem of a certain product to the row watch, combine oneself acquaint with the function of product, love, usage habit and new request contact and induct conceive of a new product thus.Form 9.3.6 is industrial in the food up make use of this method(its problem comprehensive catalogue) of example.In the form row of each Be just a problem but isn’t a product.
Usage this kind of method difficult place lie in very difficult draw up the detailed problem form that 1 cans include all problems.For the sake of furthermore clear problem catalogue the concrete application of the method, we again raise an industrial problem of food catalogue analytical of a solid example, introduce the concrete design of problem form, see table 9.3.7.
In form 9.3.7 problem forms of fill blank part is the question which requests customer to take in to answer, be also the direction which puts forward requesting to improve product or creative new product.The data in form explains those inquisition objects in, there aren’t that in keeping with 49% packings that the persons reflect some corns put on the shelf.Investigate a result according to this, the public food company improved a kind of cleverly made corn box to throw in a market, but didn’t obtain success, its reason was a corn packing the size of the box, to consumer of real purchased behavior and have another to greatly influence.Again such as, according to investigate a result, there are 16% people put forward, the ketchup is difficult in smoothly pour out, but a lot of consumers don’t like to flow too quick ketchup.From this have to prepare catalogue to the product problem of investigate result carry on cautiously analytical, first want to discriminate must investigate further of the product conceive, then conceive to make a thorough research to these, make sure them to purchase behavioral influence to the customer, their real importance.
2.The characteristic row form method
The characteristic row form method is a kind of method which careful and attentively looks for to conceive, its request chases existing product or some one item, some one characteristic of problem, such as the structure, shape, parameter, composition of the product etc. the row is a kind of means which guides a direction and inspires thought the form in a form, guide people from the respectively different standpoint, each of different angle to observe these characteristic, according to respectively of viewpoint and request one by one modify these characteristic, until appear new characteristic to combine.This kind of new characteristic combination will be the new combination that can betterly meet the demands.If is a kind of product, that will be a kind of new product to conceive.For example, there is a company production useding for the goods dish which assembles an on-line conveyance product spare parts, company requests to reform a product design, the adoption characteristic row form method listed the characteristic of existing product, such as:The mat of the wood system structure, rectangular promote a fork car to go into from two side forks.Be after study each characteristic put forward improve through the analysis of conceive BE:Change to wood structure plastics structure, lower price of article thus;Change to the rectangular mat feet a Die form, easy to keep to put to go into with fork car fork.That company usage characteristic row form method acquired a kind of product with more perfect function to conceive.
The characteristic row form method often makes use of table 9.3.8 row problems to produce a new product to conceive.
The advantage of the characteristic row form method lie in in the particular scope make the attention concentration of user to thought around the problem carry on an imagination.But may repress to create a sex thinking activity very much because of limitting scope, repress the imagination dint that people enrich in the certain degree.I am especially hard to new product to cause conceive of an all new product.
3.The brains storm method
The brains storm method is to produce a new product to conceive a method in acquaint with for people most , and is also a kind of method which uses most extensively.This kind of method is according to this kind of conviction and people pass mutual group discussion and pass to have the group activity of organization to stir up a larger imagination dint and creative power.The basic form of brains storm method is a group group discussion, free discussion.This kind of method usually produces one a lot of so conceive, special be to discuss professional scope, effect for show Zhao.Perhaps this kind of method has already is acquaint with by people, hence usually neglect an application this method of extremely important plan process.To make limited time be able to produce an useful product to conceive the brains storm meeting convenes and must study congressional procedure and contents, carry on designing organization design and preparation.
Ready to a problem.The meeting can’t be miscellaneous disorderly have no chapter ground beginning, have to the important business readies to a problem of want the discussion first.Problem
Want too breadth to be suffused with to cause various viewpoint margins too big, and is hard to obtain conceive of a success.The problem also don’t be too narrow, with the result that limitted people’s answer.Therefore need to be prepare in earnest.
Choose a good member.The number of group ideal is 6~12 people and the member has to represent each aspect.The work have
The person who descends a class relation doesn’t want to weave in same set, the in order to prevent hinder freely express an opinion.The expert should not attend, either, because they acquainted with too much to the problem and usually have a frame frame.If meet an expert to announce a negativity opinion more disadvantageous in create announce of sex opinion, make the conceive of new product be limit.
(3)control good meeting progress.Wanting to open a good meeting generally can follow as follows in proper order with contents:Lift to go wrong with introduction background material, carry on first step a discussion to make everyone acquaint with problem and material;Reword a problem and write to announce make everyone see:Active atmosphere, stir up interesting aspect, make to attend meeting liberation thought, arbitrarily discuss viewpoint, make personal appearance that can be placed in brains storm in;Carry on actual brains storm a meeting;Produce and get the most radical viewpoint;If the meeting found out possible solution to the problem, the group will then get into brains storm the evaluation stage of the method.
The (4) makes good minutes.The method of the record also wants to be advantageous to stiring up to conceive outline with association of thought and enhance the thinking activity of brains storm.The meeting manages to want to record to attend meeting in time of various conceive, even is absurd”the most radical”s viewpoint, take into serial number combine the big word write to paste up or show.Should see the manifestation process as be the process which stirs up association of thought.When the new viewpoint becomes less and less of time, manage can in advance record to induce of the most radical viewpoint row form show, and mark with the headline of “the most radical viewpoint”, with active meeting atmosphere and have already thrown the function that the brick leads jade.Some most radical viewpoints pass by this to again and again study and discuss process and usually hatch a many reasonable but usefully conceive. The (5) obeys meeting rules:The ① doesn’t want to criticize, the reverse side opinion stays to treat hereafter say again;The ② encouragement freedom discusses that the thought restrain more small more good, because of inhibitting a viewpoint ratio to figure out a viewpoint easily;The ③ request in great quantities conceived, conceive that the amount is more many and the useful new product conceives to more and probably produce;The ④ looks for to combine and promote mutually.Attend meeting in addition to putting forward ownly conceiving, should also encourage his ttention and make use of the other people’s viewpoint creation to moreover conceive.To the person who attends brains storm a meeting, the ten million can’t carry on animadversion, evaluation and analysis during the period of meeting.All viewpoints, ignore how it is illogical, fantastic funny, should see to make a major contribution.The (6) works well a be over work.After meeting end produce a meeting of conceive to tidy up 1 to conceive form as soon as possible, send separately to each attend meeting and department concerned keep both file.Doing so can betterly encourage a group a member in order to carry out these viewpoints to put forward a new suggestion, and enrich for the later meeting backlog of data.
4 s collect a notebook method
With resolve a problem for lord of collections notebook method, be the description which hard prepares that a notebook is detailed to record to the problem and have something to do with problem of all background materials, chart and every have already helped to find out problem-solving conceive, suggestion of data, provide to the problem-solving participant, ask him to investigate problem and data, consider solution.At least in January inside, please him everyday to make his thinking and viewpoint are on the notebook 1- several time records.To the end of the month, each one attends and weaves a form, contents BE:Resolve to the problem future consideration and the research of had better viewpoint, suggestion and to the problem a little bit irrelevant other viewpoints.
Handing over to a total coordinator the notebook after must be period he is responsible of to synthesize data to make a summary.This summary then becomes creative group’s carrying on finally create sex development discuss of topic.Because participant makes solution for problem on the notebook, and can at any time impromptu record, the convenience is vivid, make quality to assess towards suggest again not and thus and consumedly eased the strain and pressure on the spirit.For example say, a participant can stick down:There is no viewpoint today, but will not produce thought burden.General become to attend in response to the responsibility do diary in an everyday inside month at least.This kind of work method increased a participant to constructive the career of work, each participant still had power to inspect all noteses of others while recording to expect to end, enriched own knowledge and problem-solving ability thus, and they generally and all take pleasure in do so.
Pass this kind of way cans make intelligence of inspire people, benefit by canvassing various opinions, will in many ways suggest to concentrate to put forward the form Jian3 Ming2’s problem-solving project and make the group discussion target concentrate, explicit, the problem resolved, lately conceive and the new project also was born.
This kind of way is applicable to the group that the size doesn’t wait and number a lot of groups can be also.Be applicable to single problem to also be applicable to the scope very wide problem.But this kind of method is specially depend on in the total coordinator’s comprehensive ability, the coordinator’s mission is very heavy.The is some to so conceive, the new idea project is an inspiration of abrupt, as if lightning flash sort of flashy.The person who has invention consciousness should the in hand side often has date book, at any time with stick down the viewpoint that a Shan read aloud, write of essentials.The Zhao inventor gives Ma3 Si ·the Edison put book and pencil at any time at bedside with take a shower.He say:”The viewpoint is like a lightning flash;Only have a moment in the blackness of thinking of shining.”
Denver business enterprise consultation expert and thinking process scholar the Huo Hua be virtuous ·the dragon space say:”Everybody will miss the thinking of creation, the common run of people’s miss’ being because of them doesn’t make it a rule this mode, the person who has the ability of create is because of in their brains, this affair excessively hustled.”He remembers a new product to conceive for people put forward to make the person think deeply but worthy of in the wake of of ten hints:The (1) at hand usually has to have pencil and paper;
(2)never want to think that this viewpoint is such good, I will not forget;
(3)stick down to and write an essentials;
(4)regardless you are do to want everything to come to a stop, and concentrate thought to consider this viewpoint;
(5)new viewpoint I am specially difficult to record, because you don’t have the foundation for reappear;
(6)the new viewpoint is usually the viewpoint of risk and the person will not naturally undertake risk, if you carelessly remember and that will forget this viewpoint;
(7)don’t want to analyze “why not” at the earlier period stage of thought, keep “creation- affirmation- practice” to constantly revolve;The (8) constantly faces to future and write down the whole project:Market, color and style.Discuss small end stanza in detail, can remove disadvantageous link so;
(9)calm down.The viewpoint investigated you in the second day, make good notes.Isn’t hard to recall at this time, but investigate the whole project;
(10)create sex thinking be just technique, train and practice of problem.
On the Zong say, application notebook method because of too simple, hence is forget by the person.As long as hard attain can must contribute to the new product conceive of creation and formation, contribute to the resolve of problem of the business enterprise difficulty.
5.The parameter analyzes method
Create sex’s resolve a problem and promoting an useful method of develop the creative product is a parameter analysis.The parameter analysis includes parameter to authenticate and creates sex to synthesize two processes which match with mutually.
The square one parameter authenticate, then analytical under the relevant circumstance change to measure, assurance which change to measure the most important to creative product, then the point study these to change to measure, the other changes to measure to temporarily neglect not to account.For example, conceive that developping 1 kind separates a hot window, the point is the problem which studies energy to lose from the window, important function BE:Keep warm in winter, reflect in summer hot, keep shining, install convenience, outward appearance beauty.Obviously, 1’s wanting to be just can obtain to succeed on the market of separate a hot window to need to have these functions.But among them in winter keep warm is the most important function.After making sure a main factor, deliver the influence degree of creative product to evaluate a next in importance factor according to the folio again, the correlation between analytical main parameter and other parameters.If we come to a decision in winter keep warm is the most important function, so have to weigh the relation of of this function and cost and external appearance attraction.
Made sure main parameter, the relation which evaluates an of parameter would carry on the second step parameter an analytical creation after comprehensive, at to problem of overall comprehension the foundation top and thinking of the creation knot put together and study a kind of special product thus.These 2 are analytical and comprehensive processes, emphasize an attention key factor while start, and then consider the creation of of parameter combination, conceive outline an unexpected new product to conceive thus.Such as pass parameter(function) analysis and combine in the example separate hot window, since can develop a kind of keep warm function more good, the cost be slightly high, the external appearance be not that attractive to separate a hot window with satisfy industrial market of demand, and then can develop a kind of sacrifice some keep warm function but price be lower, the external appearance be rather attractive to separate a hot window, with satisfy the demand of consumer goods market, is profitted both parties good effect of develop a various new products.
□ The new product conceive of sieving
The sieving is to use a series of evaluation standard to various conceive that carrying on Zhen don’t compare, from in most have results to show achievement hope of conceive to choose of a kind of percolation process.The sieving wants to divide 2 to walk, the square one is experience sieving, the second step is a grade point sieving.Can compare to make thick Shai the former, can see to make Jing Shai the latter.Experience sieving is the supervisor personnel who chooses to has experience and have a knowledge the personnel or new product to develop with own working experience, conceive each one carrying on Zhen do not, the Zhen don’t judge of standard BE:① And the target of the management, product development of the business enterprise whether programming agrees with to match or not;② And business enterprise produce, technique, finance ability whether went with in response to;③ And the sale ability of the business enterprise whether went with in response to;④ And development of time whether went with proper.Mutually be apart from to very and far pick and get rid of with the above-mentioned contents and the request, more and closely leave, then carry on grade point sieving. Grade point sieving be to thick Shai behind leave of minority conceive, according to in advance design a good evaluation standard, make use of cent wait grade point form to compute one various conceive press cent be worth representative of development value, attain a development score line of conceive to make selection for get into a development stage of object.Pass so cautiously judge of the object may have better successful foreground and unlikely make precious time with limited waste of resources in developping foreground to poorly conceive.
The method of grade point sieving is more and in common usely have the following a few kinds:
1.The addition grade point method
This be 1 kind with keep view judgment for foundation, make sure to conceive to the product according to experience of evaluation item with each an evaluation review of item gradation.Such as evaluation the item enactment is for the product quality target, patent circumstance, market capacity, competition business enterprise, product place life cycle stage, technique ability, produce ability, sale ability, income profits’ etc. be 9.(had better be 10 in order to in beat a cent)To each an evaluate item to press the certain standard separately etc., such as the quality target requests this according to the customer the standard is divided into “very good”"good”"general”"bad”"badly” five etc., then mean its quality with the method of beat the cent to each grade.Such as a class of”very good”5 cent or 10 cent;”Good” of a class is 4 cents or 8 cent;”General” class beat 3 cent or 6 cent;”Bad” of beat 2 or 5 cent;”Badly” a class beats for 1 or 2 centses.Add the grade point of evaluation item mutually, according to get a goal total amount of how much of sequence, choose excellent employ.Addition grade point method such as table 9.3.9.
2.Connect to multiply by a grade point method
Connect to multiply by a grade point method is the product conceive of each evaluation item gain of cent, in successive order connect multiply by to get comprehensive score, use this comprehensive score to evaluate the product conceives good and bad of a kind of method.It of characteristics is get a goal with the evaluation item of connect product to evaluate to conceive of good and bad, this equals to space out good and bad of the margin of , for the convenience of lifting the accuracy of high opinion.Connect to multiply by a grade point method such as the table 9.3.10.
3.Add to multiply by a grade point method
Add to multiply by a grade point method is to is divided into evaluation item:Evaluate important cause, like technique advantage, produce a possibility etc.;Evaluate main factor, such as subdivide into quality again in the technique advantage this important cause standard, patent right etc. main factor.Add the number of each main factor mutually connects each important cause again to multiply by and use important cause of connect product to evaluate a kind of method that the product conceives good and bad.This kind of method concentrated addition with connect to multiply by the characteristics of both side.Add to multiply by a grade point method such as the table 9.3.11.
4.Opposite index number grade point method
The opposite index number grade point method is substantially a kind which adds power grade point a method.It basic principle and the addition grade point method homology, different of just evaluate item(factor) to see its important degree adds different index number respectively.(power number)Opposite index number grade point method such as table 9.3.12.
The form is 9.3.12 row evaluation factors, should according to the dissimilarity of business enterprise type, scale, evaluation purpose of dissimilarity, factor contents and number should also have dissimilarity, can be much little, because of hour on business with the result that proper.
Mean to one simple index number row’s 17 opposite and important degree which evaluate a factor in the form.(namely add a power number)Evaluate the representative director whom the important degree of factor is generally develop by new product or rich ex