【北邮国院大二下】产品开发与营销知识点整理 Topic1

北邮国院大二电商在读，随课程进行整理知识点。仅整理PPT中相对重要的知识点，个人认为相对不重要的细小的知识点不列在其中。如有错误请指出。转载请注明出处

Topic1：Overview of Product Development

Product

A product can be a service or an item offered for sale.

产品是一种服务或者是一个可以出售的物品

Form：physical,virtual,cyber

产品的三种形式：实体的，虚拟的，网络的

the problem-solving services or core benefits that consumers are really buying when they obtain a product

消费者在购买产品的时候真正购买的是解决问题的服务或者核心利益

Every product is made at a cost and each is sold at a price

每一个产品都有它的成本和售价

The price that can be charged depends on the market, the quality, the marketing and the segment that is targeted

四种可以改变价格的因素：市场、质量、市场营销和目标细分市场

New Product and Innovation

Definition of the innovation：An innovation is successful implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organisational method in business practices, workplace organisation or external relations.

创新的定义：创新是一种新的或显著改进的产品(商品或服务)，或过程，一种新的营销方法，或在商业实践、工作场所组织或外部关系中的一种新的组织方法的成功实施

Another kind of definition:A creative process in which two or more existing things are combined in some novel way to produce unique new thing.

另一种定义【或者说是对Innovation的另一种描述】：两种或两种以上的现有事物以某种新颖的方式结合起来产生独特的新事物的创造过程

Innovation means to renew, to make new or to alter, new way of doing things

意思是更新，创造或改变，做事情的新方法

Innovation is where an idea becomes reality

创新是将想法付诸现实

Innovation is the practical application of new inventions into marketable products and services

创新是将新发明实际应用于适销对路的产品和服务

【个人理解：以上是对创新的五个定义，互有交集，如果考试考到Innovation的话，介绍Innovation最好用第三种，较短比较好背，但如果要凑字数的话可以用第一种或第二种，也可以结合来用】

【对于创新，更多的细节在Topic 6】

Six kinds of New Products

1. New to the world        新问世的产品

2. New product lines        新的产品线

3. Additions to existing product lines        对于已存在的产品线的增添改进

4. Improvements and revisions to existing products        对现有产品的改进和修正

5. Re-positionings        重新定位

6. Cost reductions.        降低成本

【更多细节在Topic 12】

New Product Development(NPD)

the actual development of new products is the process of transforming business opportunities into tangible products

新产品的实际开发是将商业机会转化为有形产品的过程

Product Failure

Acceptance that some ideas are not commercially viable or organisationally appropriate is very important to ensure that unnecessary investment is avoided

接受一些想法在商业上是不可行的或者在组织上是不合适的，这对于避免不必要的投资是非常重要的

Many studies have been carried out and the rate of failure given ranges from 10-90% of new products.

许多研究表明新产品的失败率在10-90%之间。

【个人理解：新产品的失败是几率很高且几乎不能避免的，要接受这种现实】

Reasons for product failure

Many reasons are given for product failure：

1.The product offers nothing new or no improved performance

该产品既没有新意，也没有改进性能

2.Inadequate budget to develop ideas or market the product

预算不足，无法开发创意或推广产品

3.Poor market research, positioning, misunderstanding of customers needs

市场调研不到位，定位不到位，误解客户需求

4. Lack of top management support

缺乏管理高层支持

5.Did not involve customer

没有涉及客户【此为直译，个人感觉应该是没有考虑相应的客户群体】

6.Exceptional factors such as government decision

政府决策等特殊因素

7.Market too small, either forecasting error with sales or insufficient demand

市场太小，或者销售预测错误，或者需求不足

8.Poor match with company’s capabilities, company has insufficient experience of the technology or market

与公司能力不匹配，公司技术或市场经验不足

9.Inadequate support from a channel

渠道支持不足

10.Late to market

进入市场时间晚

11.Competitive response was strong and competitors were able to move quickly to face the challenge of the new product

竞争反应强烈，竞争对手能够迅速行动来面对新产品的挑战

12.Internal organisational problems, often associated with poor communication

内部组织问题，通常与沟通不畅有关

13.Poor return on investment forcing company to abandon project

糟糕的投资回报迫使公司放弃项目

14.Unexpected changes in consumer tastes/fashion

消费者品味/时尚的意外变化

Avoiding Failure

Process improvements and a structured approach can address these common failure themes.

流程改进和结构化方法可以解决这些常见的故障主题

eg：1.Better requirements capture and management        更好的需求捕获和管理

        2.Better planning (including getting to the market on time and first, if market leader)

           更好的计划(包括如果是市场领导者，准时和抢先进入市场)

        3.Better analysis and screening        更好的分析和筛选

        4.Organisation-wide process framework        组织范围的过程框架

        5.Better execution        更好的执行

This means we need a structured development process

这意味着我们需要一个结构化的开发过程

Characteristics of Successul Prodct Development

1.Product Quality                        产品质量

2.Product Cost                            产品成本

3.Development Time                   研发时间

4.Development Cost                    研发成本

5.Development Capability            综合开发能力

The Product development process

Definition：a sequence of steps or activities which an enterprise employs to conceive, design, and commercialise a product

产品开发过程的定义：企业为构思、设计和商业化产品而采取的一系列步骤或活动

A generic, well-defined process is very useful and the advantages of this are:

一个通用的、定义明确的过程是非常有用的，它的优点是:

1.Quality assurance        质量保证

2.Coordination                协调配合

3.Planning                       计划

4.Management                管理

5.Improvement                改进提升

A Generic product development process has six distinct phases：

一个通用的产品开发过程有六个不同的阶段

0. Planning                                制定计划

        0.1.Begins with corporate strategy – includes an assessment of technology developments and market objectives

                             从公司战略开始——包括对技术发展和市场目标的评估

        0.2.outcome：Mission approval                任务批准

        0.3.output：Project Mission Statement – specifies the target market for the product, business goals, key assumptions and constraints

                             项目使命声明-指定产品的目标市场、业务目标、关键假设和约束条件

1. Concept development           概念开发

【对于这个概念，可以参考 概念开发 - 定义、含义和 6 个阶段 (marketing91.com)Concept Development - Definition, Meaning and 6 Stages (marketing91.com)概念开发 - 定义、含义和 6 个阶段 (marketing91.com)】

         1.1.The needs of the target market are identified,and alternative product concepts are generated and evaluated

                              确定目标市场的需求，生成并评估替代产品的概念

         1.2.outcome：Concept Review                   概念审查
        

2. System-level design              系统级设计

          2.1.Includes the definition of the product architecture and the decomposition of the product into subsystems and components

                               包括产品架构的定义和产品分解成子系统和组件

          2.2.outcome：System Spec Review          系统规范审查

          2.3.The output of this phase usually includes:

                (1)a geometric layout of the product       

                                产品的几何布局

                (2)a functional specification of each of the products subsystems

                                每个产品子系统的功能规范

                (3)A preliminary process flow diagram for the final assembly process

                                最终装配工艺的初步工艺流程图

3. Detail design                          细节设计

           3.1.Includes the complete specification of the geometry, materials and tolerances of all the unique parts of the product,Also includes any information regarding parts to be purchased from suppliers

                                包括产品所有独特部件的几何形状、材料和公差的完整规格，还包括从供应商处购买的任何有关部件的信息

           3.2.outcome：Critical Design Review        关键设计评审 

           3.3.The output of this phase is the control documentation      这个阶段的输出是控制文件

                        3.3.1.control documentation:the drawings or computer files describing the specifications of each of the parts of the product and how it is to be assembled

                                   控制文件:描述产品每个部件的规格和如何组装的图纸或计算机文件

             3.4.Two critical issues addressed in the detail design phase are:

                                   在详细设计阶段要解决的两个关键问题

                  (1)Production cost                                生产成本

                  (2)Robust performance                        鲁棒性能

4. Testing and refinement          测试和改进

            4.1.Involves the construction and evaluation of multiple preproduction versions of the product – prototypes, GUI designs etc.

                                    包括产品原型、GUI设计等多个预生产版本的构建和评估。

            4.2.outcome：Production Approval           生产批准

5. Production ramp-up               产品量产

            5.1.The product is made using the intended production system (this is relevant for both hardware and software)

                                     产品使用预期的生产系统(这与硬件和软件都相关)

            5.2.outcome：Final Product                       最终产品

The key departments in product development

1.Marketing                市场部

2.Design（R&D）      研发部

3.Manufacturing         生产部

Project teams

Project teams are made up of

1.Core team                核心团队

2.Extended team         扩展团队

        2.1Extended team:all of the people involved in the development (multiple team members etc)

                参与开发的所有人员(多个团队成员等)

两个团队关系如图所示