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- ● 任务书的假定条件真的必要吗?项目的限制过多吗?开发团队能自由开发最好的产 品吗?
- ● 怎样才能改进产品规划流程?
不重视产品开发的公司所面临的的问题
● 不能以有竞争力的产品占有足够的目标市场份额。 ● 产品引入市场的时间安排不合理。 ● 总开发能力与所从事的项目数量不匹配。 ● 资源分配不合理， 一些项目人员过多而另外一些却人手不足。 ● 构思错误的项目，启动后又取消。 ● 项目方向经常变动。l ·Inadequate coverage of target markets with competitive products l ·Poor timing of market introductions of products l ·Mismatches between aggregate development capacity and the number of projects pursued l ·Poor distribution of resources, with some projects overstaffed and others understaffed l ·Initiation and subsequent cancellation of illconceived projects l ·Frequent changes in the directions of projects
产品开发的四种类型
● 全新产品 (fundamentally new products): 这类项目涉及全新的产品或生产技术，并由此进入一个新的、不熟知的市场。这种项目本质上存在更大的风险，但是，公司的长期成功可能要依赖从这种重要的项目中获得的经验。New product or production technology for new and unfamiliar markets
● 不能以有竞争力的产品占有足够的目标市场份额。
- ● 产品引入市场的时间安排不合理。
- ● 总开发能力与所从事的项目数量不匹配。
- ● 资源分配不合理， 一些项目人员过多而另外一些却人手不足。
- ● 构思错误的项目，启动后又取消。
- ● 项目方向经常变动。l ·Inadequate coverage of target markets with competitive products l ·Poor timing of market introductions of products l ·Mismatches between aggregate development capacity and the number of projects pursued l ·Poor distribution of resources, with some projects overstaffed and others understaffed l ·Initiation and subsequent cancellation of illconceived projects l ·Frequent changes in the directions of projects
- 产品开发的四种类型
- ● 全新产品 (fundamentally new products): 这类项目涉及全新的产品或生产技术，并由此进入一个新的、不熟知的市场。这种项目本质上存在更大的风险，但是，公司的长期成功可能要依赖从这种重要的项目中获得的经验。New product or production technology for new and unfamiliar markets
新产品平台 (new product platform): 这类项目主要致力于在一个新的通用平台基础开发出一个新产品家族，这一新产品家族将进入相关市场和产品领域。New products for familiar markets and product categories
● 已有产品平台的衍生品 (derivatives of existing product platform): 这类项目是在已有产品平台上进行扩展，用一种或多种新产品更好地占有相关市场。Projects extend an existing product platform to better addresses familiar markets with one or two more products
● 对已有产品的改进 (incremental improvements to existing products): 这类项目只是增加或改进已有产品的特点，以使生产线跟上潮流和具有竞争力。May only involve adding or modifying some features of existing products to keep the product line current and competitive
- ● 已有产品平台的衍生品 (derivatives of existing product platform): 这类项目是在已有产品平台上进行扩展，用一种或多种新产品更好地占有相关市场。Projects extend an existing product platform to better addresses familiar markets with one or two more products
- ● 对已有产品的改进 (incremental improvements to existing products): 这类项目只是增加或改进已有产品的特点，以使生产线跟上潮流和具有竞争力。May only involve adding or modifying some features of existing products to keep the product line current and competitive
- ## Topic 5: Identify Customer Needs (Preliminary of Concept Development)
id:: 64859157-dc41-453d-95ea-39e2280ea735
- **Market Research** for NPD (New Product Development)