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pages/总复习2023t1.md

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 				- ## Topic 5: Identify Customer Needs (Preliminary of Concept Development)
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 					- **Market Research** for NPD (New Product Development)
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 						- **Definition** :-> the function that links the consumer, customer
 						  and public to the marketer through information
 						  – information used
 						- **Goal**: #flashcard
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 							- to identify and define marketing opportunities and problems;
 							- to generate, refine and evaluate marketing actions;
 							- to monitor marketing performance;
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 						  ![image.png](../assets/image_1686475631266_0.png)
 					- **Gather** raw **data** from customers #flashcard
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 						- **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
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 						- 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
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 						- Express the needs as attributes of the product
 					- Organize **the needs** into a hierarchy of needs
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 						- **Structure** the needs into #flashcard
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 							- **Must-haves** – *“I wont buy without”*
 							- **Delighters** – *“What an unexpected treat”*
 							- **Linear Satisfiers** – *“The more the merrier”*
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 						- **Intuitions** are often wrong
 					- Establish the **relative importance** of the needs #flashcard
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 						- Measuring **preference** is central to market research
 					- **Reflect** on the results and the process
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 						- Questions to ask: #flashcard
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 							- Have we interacted with all **important customers** in
 							  our target market?
 							- Can we see the **latent needs** of customers beyond
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 			- DONE Week 2
 				- ## Topic 6 - Phase 1: Concept Development 概念开发
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 					- What is Concept Development? 概念开发是什么 #flashcard
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 						- The needs of the target market are identified
 						  Alternative product concepts are generated and
 						  evaluated 需求
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 						- 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
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 						- to understand customers needs,
 						  then to effectively communicate them to the
 						  development team 和研发队伍沟通
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 						  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
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 						- 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
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 						- 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
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 						- Steps: #flashcard
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 							- 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
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 						  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
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 						- 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
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 						  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
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+							  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
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+							  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
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+							  5.  Business analysis 看下赚不赚钱
 								- preliminary marketing plans,
 								- technical plans,
 								- financial reviews and
 								- projected budgets
 					- #### Concept testing 测试
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 						- There are 7 steps to this process #flashcard
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 							- 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
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 					- #### Setting final specifications 最终规格
 					             Target specifications are revisited after a concept has been selected and tested
 					- #### Project planning 计划
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 						- The final activity of concept development
 						- Steps: #flashcard
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 							- 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
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 						- 拿出去卖亏不亏钱
 					- #### Benchmarking & modelling
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 						- 和竞争对手比较，品质行不行
 				- ## Topic 7: Innovation
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 					- ### 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
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 					  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
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 					  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
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 					  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
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 					  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
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 					  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.
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 					  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
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 					- Digital Transformation
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 						- Terms
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 							- **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
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 							- **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
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 							- Understand your technology
 							- Embrace Cultural Change
 							- Consider a new digital business model
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 							- Ensure Collaboration
 							- Top Management Support
 					- Digital Product
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 						- Characteristics #flashcard
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 							- 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,
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 							- 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
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 							- In practice, most products and experiences they are part of are _hybrid_.
 						- **Why** digital products? #flashcard
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 							- 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
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 							- Serve a niche at scale
 							- Digital products offer unique ways to communicate directly with the customers.
 					- Digital Project Development #flashcard
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 						- 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.
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 						  the feedback from the MVP launch, it’s time to consider
 						  the growth or scaling phase.
 					- Digital Project Management
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 						- Terms
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 							- **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**:
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 							  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
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 							- Having the _wrong data_
 							- _Resistance_ from staff
 							- Underestimate _costs_
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 							- A lack of _skills_
 			- DONE Week 3
 				- ## topic 11
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 					- 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