【北邮国院大二下】产品开发与营销知识点整理 Topic5

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

Topic 5 - Concept Development

本topic所说的是phase1

分点概述图

Identifying Customer Needs

确定客户需求

Goal is to understand customers needs        目标是了解客户的需求

Then to effectively communicate them to the development team

然后将它们有效地传达给开发团队

The output of this step is:Customer need statements organised in a hierarchical list, with importance weightings for many or all of the needs

这一步的输出是:客户需求陈述组织在一个层次列表中，对许多或所有的需求进行重要性加权

【更详细的在Topic4】

Establishing Target Specifications

建立目标规范

Specifications provide a precise description of what a product has to do

规范提供了产品必须做什么的精确描述

The output of this stage is:

(1)A list of target specifications        目标规范的列表

(2)Each specification consists of a metric, and marginal and ideal values for that metric

每个规范都包含一个度量标准，以及该度量标准的边际值和理想值

There are 4 steps to this process:

1. Prepare the list of metrics        准备指标列表

        i.e. the technical or manufacturing features of the product based on the customer needs

        即基于客户需求的产品的技术或制造特性

2. Collect competitive benchmarking information        收集竞争对手的标杆信息

3. Set ideal and marginally acceptable target values        设定理想的和勉强可接受的目标值

4. Reflect on the results and the process        对结果和过程进行反思

Concept generation

概念模型

The goal of concept generation is to thoroughly explore the space of product concepts that may address the customer needs

概念生成的目标是彻底探索产品概念的空间，可能满足客户的需求

Concept generation includes a mix of        概念模型包括以下内容的混合

        -external search        外部搜索

        -creative problem solving within the team        在团队中创造性地解决问题

        -systematic exploration of the various solution fragments the team generates

         对团队生成的各种解决方案片段进行系统的探索

The result of this activity is usually a set of 10-20 concepts – each is typically represented by a sketch and a brief descriptive text

这种活动的结果通常是一组10-20个概念——每个概念通常由一个草图和一个简短的描述性文本表示

方法：One approach is to break the problem into simpler sub-problems and then to look for solutions to these sub-problems.The sub-problem solutions are then integrated into a total solution

一种方法是将问题分解成更简单的子问题，然后寻找这些子问题的解。然后将子问题的解决方案集成到一个整体解决方案中

如图所示

1. Clarify the problem        阐明问题

2. Search externally        外部搜索

3. Search internally        内部搜索

4. Explore systematically        系统地探讨

5. Reflect on the solutions and process        反思解决方案和过程

Concept selection

概念选择

Concept selection is the activity in which various product concepts are analysed and sequentially eliminated to identify the most promising concept(s)

概念选择是对各种产品概念进行分析并依次剔除以确定最有前途的概念的活动。

Usually requires several iterations of the screening process        通常需要多次的筛选过程

There are 5 stages to the screening and evaluation process:

筛选和评估过程分为5个阶段:

1. Initial screen - entry screen or preliminary screen        

初次筛分-进入筛分或初次筛分

First formal evaluation of the idea        首先对这个想法进行正式的评价

Screening will include        检查将包括

        Technical feasibility check – liaise with R&D, possible initial prototype created

        技术可行性检查-与研发部门联系，可能的初步原型创建

        Marketing feasibility test – short market research project undertaken

        市场可行性测试-短期市场调研项目

        Evaluation of the strategic opportunity – is it in line with corporate and product strategies?

        对战略机会的评估——它是否符合公司和产品战略?

Each factor is scored on a scale; a relative weight given to the importance of that factor is used as a multiple, and the weighted scores for all factors are added.The ideas/concepts with the highest scores will move forward to the next stage

每个因素都在一个量表上打分;该因素的重要性的相对权重被用作倍数，并将所有因素的加权分数相加。得分最高的想法/概念将进入下一个阶段

Those with low scores will be discarded or stored in an ideas database for future consideration and development

那些分数低的将被丢弃或存储在一个想法数据库中，以供将来考虑和发展

2. Customer screen       

客户筛分

An informal discussion with customers to explain a concept

与客户进行非正式的讨论，以解释一个概念

3. Technical screen       

技术筛分

Technical screen, technical testing can range from        技术筛选，技术测试范围可达

informal technical discussions with experts        与专家进行非正式的技术讨论

to extensive analysis by a 3rd party        由第三方进行广泛的分析

        i.e. an independent consultant to give a nonbiased view that would consider the external environment and state of the art

即，作为一名独立顾问，考虑外部环境和技术现状，给出一个不带偏见的观点

4. Final screen       

最终筛分

Involves the use of screening models and computer assessment programs

包括使用筛选模型和计算机评估程序

Weightings given, scoring etc. done at this stage(further development of that undertaken at stage 1 of screening)

这一阶段给出的权重、评分等(进一步发展第一阶段的筛选)

5. Business analysis        

营业分析

May involve construction of        可能包括以下结构

        preliminary marketing plans        初步营销计划

        technical plans        技术计划

        inancial reviews        财务审核

        projected budgets        项目预算

Concept testing

概念测试（销售创意测试）

One or more concepts are then tested to verify that the customer needs have been met and assess the market potential of the product and any shortcomings that need further development

然后测试一个或多个概念，以验证客户的需求已经得到满足，并评估产品的市场潜力和任何需要进一步开发的缺点

If customer response is poor, then the project may be terminated or some earlier activities repeated

如果客户的反应很差，那么项目可能会被终止或重复一些早期的活动

There are 7 steps to this process        这个过程有7个步骤

1. Define the purpose of the concept test        定义概念测试的目的

2. Choose a survey population        选择一个调查人群

3. Choose a survey format        选择调查方法

4. Communicate the concept        （和被调查人）沟通概念

5. Measure customer response        客户反应措施

6. Interpret the results        解释结果

7. Reflect on the results and process        反思结果和过程

Setting Final Specifications

设置最后的规范

Target specifications are revisited after a concept has been selected and tested

在选定并测试了一个概念后，会重新检查目标规范

The team must commit to specific values of the metrics reflecting the constraints inherent in the product concept,limitations identified through technical modelling and trade-offs between cost and performance

团队必须致力于指标的特定价值，反映产品概念中固有的约束、通过技术建模确定的限制以及成本和性能之间的权衡

Project planning

项目规划

The team creates a detailed development schedule,devises a strategy to minimise development time and identifies the resources required to complete the project

团队会制定详细的开发进度计划，制定最小化开发时间的策略，并确定完成项目所需的资源

Contrack Book

契约书

The Contract book – contains

        Mission statement        企业使命说明书

        Customer needs        顾客需求

        Details of the selected concept        选定概念的详细信息

        The product specifications        产品规格

        The economic analysis of the product        产品的经济分析

        The development schedule        开发进度

        The project staffing         项目人员

        The budget        预算

Economic Analysis

经济分析

This model is used to justify continuation of the overall development programme and resolve specific trade-offs among development costs and manufacturing costs

这一模式用于证明继续执行总体发展方案的合理性，并解决发展费用和制造费用之间的具体权衡问题

This is one of the ongoing activities in the concept development phase

这是概念开发阶段正在进行的活动之一

Benchmarking & Modelling

基准测试&建模

Benchmarking of competitive products        对竞争性产品进行基准测试

        An understanding of competitive products        了解竞争性产品

        Can be a rich source of ideas for the product and production process design

        可以为产品和生产工艺设计提供丰富的创意来源

Modelling and prototyping        建模和原型

        Every stage of development process involves various forms of models and prototypes

        开发过程的每个阶段都涉及到各种形式的模型和原型