运营管理新产品开发.ppt

产品开发阶段IdeagenerationAssessmentoffirm’sabilitytocarryoutCustomerRequirementsFunctionalSpecificationProductSpecificationsDesignReviewTestMarketIntroductiontoMarketEvaluationScopeofproductdevelopmentteamScopeofdesignformanufacturabilityandvalueengineeringteams质量功能展开(QualityFunctionDeployment,QFD)IdentifycustomerwantsIdentifyhowthegood/servicewillsatisfycustomerwantsRelatecustomerwantstoproducthowsIdentifyrelationshipsbetweenthefirm’showsDevelopimportanceratingsEvaluatecompetingproductsIdeaGenerationStageProvidesbasisforentryintomarketSourcesofideasMarketneed(60-80%);engineeringoperations(20%);technology;competitors;inventions;employeesFollowsfrommarketingstrategyIdentifies,defines,selectsbestmarketopportunitiesIntuit,amarketeroffinancialsoftware,asksfornewproductideasfromcustomersCustomerRequirementsStageIdentifiespositionskeyproductbenefitsStatedincorebenefitsproposition(CBP)Example:Longlastingwithmorepower

(Sears’DieHardBattery)IdentifiesdetailedlistofproductattributesdesiredbycustomerFocusgroupsor

1-on-1interviewsHouseofQualityCustomer

RequirementsProductCharacteristicsCategoriesofCustomerNeedsProductSatisfaction:Newtechnology.Humansafety.User-friendly(Easeofuse).Compatibility.Promptnessofservice.Keepingcustomersinformed.ProductDissatisfaction:Warranties.Methodsofhandlingcomplaints.*24hoursaccess.*BBS.*Toll-freetelephonenumber.*Computerizeddatabase.Keepingcustomersinformed.卡诺模型Dissatisfiers:Alsoknownas“must-be”,“basic”,or“expectedquality”.Isafeaturethatcustomertakesforgrantedwhenitispresented,butthatcausesdissatisfactionwhenitismissing.Customercomplaintsareaprimarysourceofinformationonexistingdissatisfiersinourcurrentproducts.Examples:Scratchesorblemishesonthesurfaceofaproduct.Isnotworkingass