本文探讨了新产品开发（NPD）与创新之间的关系，强调了产品失败的多种原因，并提供了避免失败的方法。成功的产品开发涉及五个关键方面，包括市场需求分析、概念设计、系统架构、细节设计和测试改良。文章还介绍了产品开发的六个阶段，并通过苹果公司iPhone系列的成功案例展示了创新产品的市场影响力。同时，文章阐述了创新的不同类型，定义为成功实施新产品、服务、过程或组织方法。
目录
Characteristics of Successful Product Development：成功的产品赢在哪些方面
1.NPD <——relationship——> Innovation 两者的关系？
2. How to avoid a product failure? 如何避免产品失败
3.*General Product Development Process（6 phases） 产品开发6步流程
4.Think about a company very successful in introducing an innovative product
5.What are the different types of innovation? 创新品的不同类型
New Product Development（NPD）
A process of transforming business opportunities，expertise（专长、技能），resource，innovation
into
tangible products & intangible service.
Managing innovation： 确保整个组织有条件有机会开发新产品
concerns the conditions that have to be in place to ensure that the whole organisation has opportunity to develop new products
Product Failure
Many reasons of failure：
- Nothing new or no improved performance
- Inadequate budget to develop ideas or market the product
- Poor market research, positioning, misunderstanding of customers needs
- Lack of top management
- Did not involve customer
- Exceptional factors such as government decision
- Market too small, either forecasting error with sales or insufficient demand
（不是销售预测错误就是市面上需求不足
- Poor match with company’s capabilities：insufficient experience of the technology or market
- Inadequate support from a channel
- Late to market
- Competitive response was strong and competitors were able to move quickly to face the challenge of the new product
- Internal organisational problems, often associated with poor communication
- Poor return on investment forcing company to abandon project
- Unexpected changes in consumer tastes/fashion
How to avoid failure？
Characteristics of Successful Product Development：成功的产品赢在哪些方面
5 aspect：
Questions
1.NPD <——relationship——> Innovation 两者的关系？
new products are the outputs of the innovation process,
new product development process is a subprocess of innovation；
新产品是创新过程的产出，而新产品开发过程是创新的子过程：
创新{开发，开发，开发......} ——> 新产品
2. How to avoid a product failure? 如何避免产品失败
Analyze the
common failure modes
reveals the
root causes
of failure
分析常见的一些 “反面教材”，揭示故障的根本原因
- Process improvements and a structured approach can address these common failure. Eg.
改进流程和结构化方法可以解决这些常见的故障。例如:
- Better requirements capture and management
获取、协调需求
- Better planning (including getting to the market on time and first)
早做打算，抢占市场
- Better analysis and screening
分析筛选
- Organization-wide process framework
企事业组织层面的工作流程、日常框架
- Better execution
增强执行力
This means we need a
structured
development process
需要：一个结构化的产品开发过程
3.*General Product Development Process（6 phases） 产品开发6步流程
-
Phase 0：Planning（lecture 11、12) 构思
Began with the Corporate Strategy – what were the aims of the organisation, how couldproduct development help in achieving these?（L5 Business Strategy）新产品以何种方式，达成企业何种目标Output：A Mission Statement , specified the target market for the product, business goals , key assumptions（关键构想） and constraints（约束限制）
-
Phase 1：Concept development（L14，15）概念设计
Identification of how the Corporate Strategy can be realised in terms of productsThe needs of the target market were identifiedAlternative product concepts were generated and evaluatedOne or more concepts were selected for further development and testingThe concept descriptions and specifications were created and subsequently analysed in terms of economic justification and in comparison to competitive productsThe chosen concepts were taken to the next phase
-
Phase 2：System-level design （L17）系统架构设计
The selected product concepts were developed in more detailThe product architecture and the decomposition of the product into subsystems and components was created and completedThe geometric layout and functional specifications of the subsystems of the productwere createdAnd a preliminary process flow diagram for the final assembly process was also createdThese system-level details were then used as the input to the next phase
-
Phase 3：Detail design （L17）细节填充
In this phase the complete specification of the geometry, materials and tolerances of all the unique parts of the product was finalisedDetails of parts (standard or custom) to be purchased from suppliers were finalisedThe output of this phase was the control documentation – the drawings or computerfiles describing the specifications of each of the parts of the product and how it is to beassembledProduction cost was addressed at this stageThe product is now ready for testing
-
Phase 4：Testing and refinement （L17）评测、改良
Involved the construction and evaluation of multiple preproduction versions of theproduct – prototypes, GUI designs etc.Initial testing within the organisation was completedFurther customer testing was carried out at this stage – with the lead customerFeedback used to make improvements and adjustments to the productsThe final product is now ready for Production Ramp-up
-
Phase 5：Production ramp-up 产能拉动
The product is made using the intended production systemThe work force is now trained and any remaining problems in the production processare ironed outProducts from this phase are delivered to preferred customers for initial feedbackAt some point during this phase, the product is launched and therefore available forwidespread distribution
4.Think about a company very successful in introducing an innovative product
E.g.
The Apple introduced the iPhone series，makes a phone can do almost everything a computer can do，not just call anymore；also it apply the touchable screen；all of this fit global users' needs for having funnier，more functional and convenient-use phone. It reconstructed the whole phone business，Apple won lots of profit and replaced the state of Nokia.
5.What are the different types of innovation? 创新品的不同类型
What is innovation？
Definition
: A successful implementation of a new
or significantly
improved
product
(good or service),
process
,
marketing method
,
organisational
method
in business practices, workplace organization or external relations
创新，就是一种新的、显著改进的产品(
或服务
)、
过程、营销方法、(在商业实践、工作场所、外部关系中)的组织架构方法成功应用于实践。
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