【北邮国院大二下】产品开发与营销知识点整理 Topic7

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 7 – System Level Design

本topic主要讲的是phase 2

Phase 2 – System-level design

系统级设计

Phase 2 includes the definition of the product architecture and the decomposition into functional & physical elements

阶段2包括产品架构的定义和分解成 功能和物理元素

This definition and decomposition can be clearer for physical products, but still relevant for software etc

这种定义和分解对于物理产品可能更清晰，但对于软件等仍然是相关的

Product Architecture

产品结构

Product Architecture can be described as:“the scheme by which the functional elements of the product are arranged into physical chunks and by which the chunks interact”

产品体系结构可以被描述为:“产品的功能元素被安排成物理块，并且这些物理块相互作用的方案”。

Functional – individual operations and transformations that contribute to its overall performance.

功能—单个操作和转换有助于其整体性能。

Physical – parts, components and subassemblies that implement the product’s functions

物理-实现产品功能的部件、组件和子组件

Product Architecture’s Aim

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

体系结构决策允许将这些物理块的详细设计和测试分配给团队、个人和/或供应商，从而可以同时进行不同部分的开发

Product Architecture - Chunks

产品架构-块

The physical elements of a product are typically organised into several major building blocks – called chunks.

产品的物理元素通常被组织成几个主要的构建块——称为块。

These chunks become the building blocks for the product or family of products

这些块成为产品或产品家族的构建块

Each chunk is then made up of a collection of components which implement the functions of the product

然后，每个块由实现产品功能的组件集合组成

The architecture of a product is therefore the scheme by which the functional elements of the product are arranged into physical chunks and by which the chunks interact

因此，产品的架构是一种产品的功能元素被安排成物理块，并通过这些物理块进行交互的方案

Modular & integral architecture

A key characteristic of product architecture is the degree to which it is either:

产品架构的关键特征是:

        Modular, in which         模块化的

                Each chunk implements one or a few functions entirely.

                每个块完全实现一个或几个功能。

                The interactions between chunks are well defined.

                块之间的交互被很好地定义了。

                Modular architecture has simplicity and reusability for a product family or platform.

                模块化架构对于产品家族或平台具有简单性和可重用性。

        Integral        整体化的

                Functional elements are implemented by multiple chunks, or a chunk may implement many functions

                功能元素由多个块实现，或者一个块可以实现多个功能

                The interactions between chunks are poorly defined

                块之间的相互作用定义得很差

                Integral architecture generally increases performance and reduces costs for any specific product model.

                整体架构通常可以提高任何特定产品模型的性能并降低成本。

Concepts and Levels

The concepts of integral and modular apply at several levels:

积分和模块的概念适用于几个层次:

        System                系统

        Sub-system         子系统

        Component          组件

Decomposition & Interactions

Product architecture is decomposition + interactions

产品架构是分解+交互

如图

Modular Architecture

模块结构（积木结构）

There are three main types of modular architecture:

1. Slot-modular (the most common type)        插槽模块化

        Each of the interfaces between chunks in a slot-modular architecture is of a different type from the others – therefore the various chunks in the product cannot be interchanged

        插槽模块化体系结构中的块之间的每个接口都是不同类型的—因此产品中的各种块不能交换

2. Bus-modular        公交模块化

        There is a common bus to which the other chunks connect via the same type of interface

        有一个公共总线，其他块通过相同类型的接口连接到它

3. Sectional-modular        组合模块化

        All interfaces are of the same type, there is no single element to which all the other chunks attach. 

        所有的接口都是相同的类型，没有任何一个元素可以连接到所有其他的块。

        The assembly is built up by connecting the chunks to each other via identical interfaces

        组装是通过相同的接口将块彼此连接起来的

 

Implications of Product Architecture

产品架构的影响

Product Change       

产品变化

        Modular chunks allow changes to be made to a few isolated functional elements of the product without necessarily affecting the design of other chunks

        模块化块允许对产品的几个独立功能元素进行更改，而不必影响其他块的设计

        Motives for change include – upgrades, add-ons, adaptation, wear, consumption, flexibility in use, reuse

        改变的动机包括:升级、附加、适应、穿戴、消费、灵活使用、重复使用

Product Variety       

产品种类

        Variety refers to the range of product models the firm can produce within a particular time period in response to market demand

        种类是指公司在特定时间内根据市场需求能够生产的产品型号的范围

        Products built around modular product architectures can be more easily varied without adding tremendous complexity to the manufacturing system

        品种是指公司在特定时间内根据市场需求能够生产的产品型号的范围

        e.g. mobile phone handset design, portable audio

        例如手机手机设计，便携式音响

Component Standardisation        

组件标准化

        The use of the same component or chunk in multiple products.

        在多个产品中使用相同的组件或数据块

        If a chunk implements only one or a few widely useful functional elements, then the chunk can be standardised and used in several different products

        如果一个块只实现一个或几个广泛使用的功能元素，那么这个块可以标准化，并用于几个不同的产品中

        Example – standard batteries        示例——标准电池

Product Performance        

产品性能

        How well a product implements its intended functions

        产品实现其预期功能的效果如何

        Product performance characteristics include speed, efficiency, life, accuracy and noise

        产品性能特点包括速度、效率、寿命、精度和噪音

Manufacturability        

工艺性

        The product architecture also directly affects the ability of the team to design each chunk to be produced at low cost

        产品架构还直接影响团队设计以低成本生产的每个块的能力

Product Development Management       

产品开发管理

        Responsibility for the detail design of each chunk is usually assigned to a relatively small group within the firm or to an outside supplier

        每个区块的详细设计的责任通常分配给公司内部一个相对较小的小组或外部供应商

        Chunks are assigned to a single individual or group because their design requires careful resolution of interactions among components within the chunk

        块被分配给单个个体或组，因为它们的设计需要仔细解决块内组件之间的交互

Role of Product Architecture Team

产品架构团队的角色

The architecture should be established by a cross-functional effort by the development team as it will have implications for subsequent product development activities, and the manufacturing and marketing of the completed product

架构应该由开发团队的跨职能工作来建立，因为它将对后续的产品开发活动，以及已完成产品的制造和营销产生影响

The 4 Step Method for Establishing the Product Architecture

建立产品架构的4步方法

Step 1 – Create a schematic of the product        创建产品的原理图

Step 2 – Cluster the elements of the schematic        将原理图的元素聚类

Step 3 - Create a rough geometric layout        创建一个粗略的几何布局

Step 4 – Identify the fundamental and incidental interactions        识别基本的和偶然的相互作用

Step 1 – Create a Schematic of The Product

A schematic is a diagram representing the team’s understanding of the component elements of the product

原理图是代表团队对产品组件元素的理解的图表

The schematic should reflect the best understanding of the state of the product, it does not have to contain every detail

原理图应反映对产品状态的最佳理解，它不必包含每一个细节

A good guideline is for there to be no more than 30 elements in the schematic

一个很好的指导原则是在原理图中不超过30个元素

Usually more than one alternative schematic is developed and the team spend time selecting the most appropriate

通常会开发出多个替代的示意图，然后团队花时间选择最合适的

Step 2 – Cluster the Elements of the Schematic

This step requires assigning and/or clustering each of the elements of the schematic to a chunk

此步骤需要将原理图的每个元素分配和/或，并集群到一个块

Setting the Clusters

The clustering role is undertaken by the team to ensure that the right decisions are taken in terms of functionality split

集群角色由团队承担，以确保在功能划分方面做出正确的决策

When deciding where to set the clusters, the following factors should be considered:

当决定在哪里设置集群时，应该考虑以下因素:

Geometric Integration and Precision        几何整合与精度

        Assigning elements to the same chunk allows a single individual or group to control the physical relationships among the elements

        将元素分配给相同的块可以让单个个体或组控制元素之间的物理关系

        Elements requiring precise location or close geometric integration can often be best designed if they are part of the same chunk

        需要精确定位或紧密几何整合的元素，如果它们是同一块的一部分，通常可以得到最佳设计

        e.g. paper handling in a printer

        例如在打印机中处理纸张

Function Sharing        功能共享

        When a single physical component can implement several functional elements of the product, these functional elements are best clustered together

        当一个物理组件可以实现产品的几个功能元素时，最好将这些功能元素聚集在一起

        For example, an integrated control panel on a car

        例如，汽车上的集成控制面板

Capabilities of Vendors     供应商的能力   

A trusted vendor may have specific capabilities related to a project

受信任的供应商可能具有与项目相关的特定功能

To best take advantage of such capabilities a team may choose to cluster those elements about which the vendor has expertise into one chunk

为了最好地利用这些能力，团队可以选择将供应商拥有专业知识的那些元素聚集到一个块中

Similarity of Design or Production Technology        设计或生产技术的相似

When two or more functional elements are likely to be implemented using the same design and/or production technology, then incorporating these elements into the same chunk may allow for more economical design and/or production

当使用相同的设计和/或生产技术可能实现两个或多个功能元素时，将这些元素合并到相同的块中可能会实现更经济的设计和/或生产

A common strategy, for example, is to combine all functions that are likely to involve electronics in the same chunk. This allows the possibility of implementing all of these functions within a single circuit board

例如，一种常见的策略是将可能涉及电子产品的所有功能合并到同一块中。这使得在一个电路板中实现所有这些功能成为可能

Localisation of Change        本地化的变化

When a team expects there to be a great deal of change in an element, it makes sense to isolate that element into its own modular chunk

当团队期望一个元素有很大的变化时，将该元素隔离到它自己的模块块中是有意义的

In that way, any necessary changes to the element can be carried out without disrupting any of the other chunks

通过这种方式，可以在不中断任何其他块的情况下执行对元素的任何必要更改

Accommodating Variety        适应多样化

Elements should be clustered together to enable the firm to vary the product in ways that will have value for customers

要素应该集中在一起，使公司能够以对客户有价值的方式改变产品

Example – a power supply needs to handle different mains supplies in different countries

例如:一个电源需要处理不同国家的不同市电供应

Enabling Standardisation        使标准化

If a set of elements will be useful in other products, they should be clustered together into a single chunk

如果一组元素在其他产品中是有用的，那么它们应该被聚集到一个块中

This allows the physical elements of the chunk to be produced in higher quantities

这允许以更高的数量生产块的物理元素

Example – cartridge in ink jet printer

例子-喷墨打印机的墨盒

Step 3 - Create a Rough Geometric Layout

A geometric layout can be created in 2 or 3 dimensions or as physical models

几何布局可以创建在2或3维或物理模型

Creating a geometric layout forces the team to consider whether the geometric interfaces among the chunks are feasible and to work out the basic dimensional relationships among the chunks

创建几何布局迫使团队考虑块之间的几何界面是否可行，并计算出块之间的基本维度关系

In some cases, the team may discover that the clustering derived in step 2 is not geometrically feasible

在某些情况下，团队可能会发现在步骤2中导出的聚类在几何上是不可行的

If this happens, some of the elements have to be reassigned to other chunks

如果发生这种情况，一些元素必须重新分配给其他块

Step 4 - Identify the fundamental and incidental interactions

It is most likely that a different person or group will be assigned to design each chunk

很可能会有不同的人或组来设计每个块

Because the chunks interact with one another in both planned and unintended ways, these different groups will have to coordinate their activities and exchange information

因为这些块以计划好的和意想不到的方式相互作用，这些不同的组将不得不协调他们的活动和交换信息

To manage this coordination process better, the team should identify the known interactions between chunks during the system-level design phase

为了更好地管理这个协调过程，团队应该在系统级设计阶段确定块之间的已知交互+

There are two categories of interaction        互动有两种类型

        Fundamental        基本的

                Those which correspond to the lines on the schematic that connect the chunks to one another

                那些与示意图上连接块的线相对应的

                These are the fundamental interactions of the systems operation

                这些是系统运行的基本交互作用

        Incidental        偶然发生的

                Those that arise because of the particular physical implementation of functional elements, or because of the geometric arrangement of the chunks

                那些由于功能元素的特殊物理实现，或由于块的几何排列而产生的

Key Outcomes

The end results of this 4-step method for establishing the product architecture are:

        an approximate geometric layout of the product

        产品的近似几何布局

        descriptions of the major chunks

        主要块的描述

        documentation of the key interactions among the chunks

        块之间关键交互的文档