运营管理新产品开发.ppt

第五讲 新产品开发;;杜邦公司产品开发的败笔;内容提要;内容提要(续);Need-satisfying offering of an organization Customers buy satisfaction, not parts May be a good or a service;产品战略选择;开发新产品的原因;;;;Introduction;Growth;Maturity;Decline;;新产品开发策略;Nike acquired Converse in 2003 for $305 million;讨论;Percent of Sales From New Product;Few Successes;产品价值分析;产品开发阶段;质量功能展开(Quality Function Deployment, QFD);;Idea Generation Stage;Intuit, a marketer of financial software, asks for new product ideas from customers;Customer Requirements Stage;Categories of Customer Needs;卡诺模型;;;;Functional Specification Stage;Determines how product will be made Gives product’s physical specifications Example: Dimensions, material etc. Defined by engineering drawing Done often on computer Computer-Aided Design (CAD);Quality Function Deployment;A a new camera design. Build a House of Quality.;House of Quality Example;House of Quality Example;;House of Quality Example;;一个完整的质量屋包括6个部分： 1.顾客需求及其权重，即质量屋的“什么(What)”。 2.技术需求(最终产品特性)，即质量屋的“如何(How)”。 3.关系矩阵，即顾客需求和技术需求之间的相关程度关系矩阵。 4.竞争分析，站在顾客的角度，对本企业的产品和市场上其它竞争者的产品在满足顾客需求方面进行评估。 5.技术需求相关关系矩阵，质量屋的屋项。 6.技术评估，对技术需求进行竞争性评估，确定技术需求的重要度和目标值等。;关于汽车门改进的完整的质量屋矩阵;;QFD的缺点;感谢亲观看此幻灯片，此课件部分内容来源于网络， 如有侵权请及时联系我们删除，谢谢配合！