diff --git a/pages/总复习2023t1.md b/pages/总复习2023t1.md index b77fa9b..b341913 100644 --- a/pages/总复习2023t1.md +++ b/pages/总复习2023t1.md @@ -1558,10 +1558,12 @@ - ## Topic 5: Identify Customer Needs (Preliminary of Concept Development) id:: 64859157-dc41-453d-95ea-39e2280ea735 - **Market Research** for NPD (New Product Development) + collapsed:: true - **Definition** :-> the function that links the consumer, customer and public to the marketer through information – information used - **Goal**: #flashcard + collapsed:: true - to identify and define marketing opportunities and problems; - to generate, refine and evaluate marketing actions; - to monitor marketing performance; @@ -1570,12 +1572,14 @@ ![image.png](../assets/image_1686475631266_0.png) - **Gather** raw **data** from customers #flashcard logseq.order-list-type:: number + collapsed:: true - **Interviews**: One or more development team members discuss with a single customer - **Focus groups**: A moderator facilitates a two-hour discussion with a group of 8 or 12 customers - **Observing** the product in use - **Surveys**: direct mail or web-based questionnaires; - **Interpret** the raw **data** in terms of customer needs #flashcard logseq.order-list-type:: number + collapsed:: true - The data gathered in Step 1 then has to be used to express the customers’ needs in terms of what the product has to do, not in terms of how it might do @@ -1583,7 +1587,9 @@ - Express the needs as attributes of the product - Organize **the needs** into a hierarchy of needs logseq.order-list-type:: number + collapsed:: true - **Structure** the needs into #flashcard + collapsed:: true - **Must-haves** – *“I wont buy without”* - **Delighters** – *“What an unexpected treat”* - **Linear Satisfiers** – *“The more the merrier”* @@ -1593,10 +1599,13 @@ - **Intuitions** are often wrong - Establish the **relative importance** of the needs #flashcard logseq.order-list-type:: number + collapsed:: true - Measuring **preference** is central to market research - **Reflect** on the results and the process logseq.order-list-type:: number + collapsed:: true - Questions to ask: #flashcard + collapsed:: true - Have we interacted with all **important customers** in our target market? - Can we see the **latent needs** of customers beyond @@ -1608,7 +1617,9 @@ - DONE Week 2 - ## Topic 6 - Phase 1: Concept Development 概念开发 id:: 6482bafb-b96b-44c3-834b-8b4966c1dc0c + collapsed:: true - What is Concept Development? 概念开发是什么 #flashcard + collapsed:: true - The needs of the target market are identified Alternative product concepts are generated and evaluated 需求 @@ -1624,6 +1635,7 @@ - This can be concluded as 图解如下 - ![image.png](../assets/image_1686289806889_0.png) - #### Identify Customer Needs 用户需求是什么 #flashcard + collapsed:: true - to understand customers needs, then to effectively communicate them to the development team 和研发队伍沟通 @@ -1632,6 +1644,7 @@ hierarchical list, with importance weightings for many or all of the needs 把用户的需求整理成加权列表 - #### Establishing target specifications 确立规格要求 #flashcard + collapsed:: true - 1. Prepare the list of metrics, i.e. the technical or manufacturing features of the product based on the customer needs 准备一些数据的列表 @@ -1639,7 +1652,9 @@ - 3. Set ideal and marginally acceptable target values 理想的和可接受的要求 - 4. Reflect on the results and the process 通过结果和进一步完善 - #### Concept generation 想一个概念 + collapsed:: true - Steps: #flashcard + collapsed:: true - external search 在外面搜索 - creative problem solving within the team, and 团队灵机一动 - systematic exploration of the various solution @@ -1649,30 +1664,37 @@ and a brief descriptive text 产生 10-20 个概念 - ![image.png](../assets/image_1686289726119_0.png) - #### Concept selection 选一两个出来 #flashcard + collapsed:: true - the activity in which various product concepts are analysed and sequentially eliminated to identify the most promising concept(s) - ![image.png](../assets/image_1686289907417_0.png){:height 564, :width 688} - There are 5 stages to the screening and + collapsed:: true evaluation process: 用以下方式选择好的概念 #flashcard - 1. Initial screen - The key evaluation criteria given in the table on the previous slides can be developed further using a scoring model or weighted checklist 用之前的要求测试 - 2. Customer screen - An informal discussion with customers to explain a concept 和客户沟通 - - 3. Technical screen 在科技实现上咨询第一方和第三方的专家 + - collapsed:: true + 3. Technical screen 在科技实现上咨询第一方和第三方的专家 - informal technical discussions with experts - extensive analysis by a 3 rd party - - 4. Final screen 最终测试 + - collapsed:: true + 4. Final screen 最终测试 - Involves the use of screening models and computer assessment programs - - 5. Business analysis 看下赚不赚钱 + - collapsed:: true + 5. Business analysis 看下赚不赚钱 - preliminary marketing plans, - technical plans, - financial reviews and - projected budgets - #### Concept testing 测试 + collapsed:: true - There are 7 steps to this process #flashcard + collapsed:: true - 1. Define the purpose of the concept test 定义测试的目的 - 2. Choose a survey population 选问卷调查的目标对象 - 3. Choose a survey format 格式 @@ -1683,43 +1705,53 @@ - #### Setting final specifications 最终规格 Target specifications are revisited after a concept has been selected and tested - #### Project planning 计划 + collapsed:: true - The final activity of concept development - Steps: #flashcard + collapsed:: true - creates a detailed development schedule 产品开发时间线 - devises a strategy to minimise development time and 定一个计划 - identifies the resources required to complete the project 需求是什么 - #### Economic analysis + collapsed:: true - 拿出去卖亏不亏钱 - #### Benchmarking & modelling + collapsed:: true - 和竞争对手比较，品质行不行 - ## Topic 7: Innovation id:: 64857305-2925-485f-9aed-e15511b42149 + collapsed:: true - ### Definition of Innovation #flashcard Innovation is the process of creating something new that adds value to society. It can involve developing new products, services, processes, or business models. Innovation can be driven by a variety of factors, such as technological advances, changes in consumer preferences, or shifts in the competitive landscape. - ### Types of Innovation + collapsed:: true There are different types of innovation, including: #flashcard - Radical innovation: involves creating something entirely new that disrupts existing markets or creates new ones. - Incremental innovation: involves making small improvements to existing products or processes. - Disruptive innovation: involves creating a new product or service that initially serves a niche market but eventually disrupts the existing market. - Sustaining innovation: involves making improvements to existing products or processes that help maintain a company's competitive position. - ### Models of Innovation + collapsed:: true Innovation can follow different models, such as: #flashcard - Linear model: involves a sequential process of research, development, and commercialization. - Cyclical model: involves a continuous process of feedback and iteration. - Open innovation: involves collaborating with external partners to develop new products or services. - ### Characteristics of Innovative Companies + collapsed:: true Innovative companies share certain characteristics, such as: #flashcard - A willingness to take risks and experiment with new ideas. - A focus on customer needs and preferences. - A culture that encourages creativity, collaboration, and learning. - A commitment to continuous improvement and innovation. - ### Strategies for Fostering a Culture of Innovation + collapsed:: true Companies can foster a culture of innovation by: #flashcard - Providing resources, such as funding, time, and expertise, to support innovation initiatives. - Encouraging collaboration and cross-functional teams. - Rewarding creativity and risk-taking. - Creating a supportive and inclusive work environment. - ### Examples of Innovative Companies and Products + collapsed:: true There are many examples of innovative companies and products, such as: - Apple: known for its innovative products, such as the iPhone and iPad. - Tesla: known for its innovative electric vehicles and renewable energy solutions. @@ -1728,17 +1760,22 @@ The PDF provides links to further resources for learning about innovation, such as a video and short videos about new inventions. These resources can help individuals and companies stay up-to-date on the latest trends and developments in innovation and product development. - ## Topic 8: Digital Transofrmation and Digital Products id:: 64857305-a186-4927-890d-607f66d97f95 + collapsed:: true - Digital Transformation + collapsed:: true - Terms + collapsed:: true - **Digitisation** is :-> the process of converting information from analog to digital. - **Digitalisation** is :-> the process of using digitised information to make established ways of working simpler and more efficient. - **Digital transformation** is :-> the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements - **Types** of Digital transformation #flashcard + collapsed:: true - **Process Transformation** :-> aims to process such as data, analytics, AI, and any process that can work towards lowering costs and driving operational efficiency in the business. - **Business Model Transformation** :-> aims to make fundamental changes in how a business or organization runs which can include personnel, processes, and technology. - **Domain Transformation** :-> This area offers a great opportunity to move into a new domain or area that a business may not have explored before by acquiring new technologies. - **Cultural/Organizational Transformation** :-> This is about redefining mindsets, processes, capabilities and skills for a digital world. It’s about driving digital transformation forward through growth initiatives that are grounded in a new culture and way of thinking. - **Guidelines** for a successful Digital Transformation #flashcard + collapsed:: true - Understand your technology - Embrace Cultural Change - Consider a new digital business model @@ -1746,7 +1783,9 @@ - Ensure Collaboration - Top Management Support - Digital Product + collapsed:: true - Characteristics #flashcard + collapsed:: true - no physical form, exist only in the digital realm, - _intangible_ items delivered _electronically_, - anything that can be _downloaded_ and _used digitally_ can be considered a digital product, @@ -1754,8 +1793,10 @@ - can be easily updated or modified to keep up with changing technology and trends because they're intangible, - often come with a license that allows a customer to use them in unlimited ways. - Will everything become digital? #flashcard + collapsed:: true - In practice, most products and experiences they are part of are _hybrid_. - **Why** digital products? #flashcard + collapsed:: true - Customer happiness is how you win in business. Modern customer expectations are being driven by largely digital technology and digital innovations. - Low investment, (potentially) high returns - More profitable than physical goods @@ -1764,6 +1805,7 @@ - Serve a niche at scale - Digital products offer unique ways to communicate directly with the customers. - Digital Project Development #flashcard + collapsed:: true - Phase 1. **Discovery** :-> the process of identifying the problem to be solved, making sure the problem is worth solving, and envisioning the solution to that problem. @@ -1787,17 +1829,21 @@ the feedback from the MVP launch, it’s time to consider the growth or scaling phase. - Digital Project Management + collapsed:: true - Terms + collapsed:: true - **Digital Project Manager**: the glue that brings together many facets of a successful digital product— customers, design, engineering, operations, sales, marketing, finance, compliance, legal, and more. - **Project Team for Digital Products**: + collapsed:: true A project team for digital product is made up of: - **Developers or engineers** – the people who will code, test and deploy the digital application that will be used by customers. - **Experts in customer or user experience** who focus on how the product and associated services will be used by the customer, and who create the user interface, services and other interactions with the customers - **Sales and marketing experts**, who will actually get customers to use the product. - mistakes to avoid + collapsed:: true - Having the _wrong data_ - _Resistance_ from staff - Underestimate _costs_ @@ -1805,6 +1851,7 @@ - A lack of _skills_ - DONE Week 3 - ## topic 11 + collapsed:: true - 系统级设计（System-level Design） 产品架构可以描述为 :“ 将产品的功能元素排列成物理块以及块之间相互作用的方案”功能性——有助于整体绩效的单个操作和转换.物理–实现产品功能的零件、组件和子组件（通俗来讲，顺序是完成相应功能的零件component--->组件 chunks---->产品，产品架构就是以实体组件来实现产品的各功能单元，并使各组件相互作用的配置方案） Product Architecture can be described as: 1."the scheme by which the functional elements of the product are arranged into physical chunks and by which the chunks interact” 2.Functional – individual operations and transformations that contribute to its overall performance 3.Physical – parts, components and subassemblies that implement the product’s functions - 目的：架构决策允许将这些物理模块的详细设计和测试分配给团队、个人和 /或供应商，以便不同部分的开发可以同时进行 Architectural decisions allow the detailed design and testing of these physical blocks to be assigned to teams, individuals, and/or suppliers, so that the development of different portions can be carried out simultaneously