new gom3-product design and process

1、硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧GOM 3Product Design and Process Selection硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧全球化運(yùn)營(yíng)管理 3產(chǎn)品設(shè)計(jì)與流程選擇產(chǎn)品設(shè)計(jì)與流程選擇硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧The Product Design ProcessMajor Business Functions Involved in the Product Development ProcessCustomerMarket

2、systemMarketingSales AdvancedresearchProductdesignProcessplanningproductionCustomerMarketsystemNeedsCustomerordersCalls PromotionNew ProductideasProductspecificationsTechnicalconceptsProduction ordersProducts Marketing& Sales Product DevelopmentManufacturing硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿

3、里巧巧產(chǎn)品設(shè)計(jì)過程產(chǎn)品開發(fā)過程中涉及到的主要企業(yè)經(jīng)營(yíng)功能產(chǎn)品開發(fā)過程中涉及到的主要企業(yè)經(jīng)營(yíng)功能客戶市場(chǎng)系統(tǒng)營(yíng)銷銷售先進(jìn)的研究產(chǎn)品設(shè)計(jì)工藝規(guī)劃生產(chǎn)客戶市場(chǎng)系統(tǒng)需要客戶訂單催款 促銷新產(chǎn)品觀念產(chǎn)品規(guī)格技術(shù)概念生產(chǎn)通知單產(chǎn)品營(yíng)銷與銷售產(chǎn)品開發(fā)生產(chǎn)硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧The Product Design ProcessPHASEConcept DevelopmentProduct architectureConceptual designTarget marketProduct PlanningMarket buildingSmall-sc

4、ale testingInvestment/financialProduct/process EngineeringDetailed design of productand tools/equipmentBuilding/testing prototypesPilot Production/Ramp-UpVolume production prove outFactory start-upVolume increase tocommercial targetsProject Months before MarketBegins market introduction introduction

5、 36 27 18 9 0SCHEDULETYPICAL PHASES OF PRODUCT DEVELOPMENTConceptProgram approvalDesign/planningFirst fullprototypeProductProcess Finalengineering releasePilot production MarketintroductionRamp-up硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧產(chǎn)品設(shè)計(jì)過程階段 概念的形成產(chǎn)品結(jié)構(gòu)概念設(shè)計(jì)目標(biāo)市場(chǎng)產(chǎn)品規(guī)劃市場(chǎng)建設(shè)小規(guī)模試驗(yàn)投資/金融產(chǎn)品/流程工藝詳細(xì)的產(chǎn)品設(shè)計(jì)與工具/設(shè)

6、備建造/試驗(yàn)原型試生產(chǎn)/加速發(fā)展證明可進(jìn)行大量生產(chǎn)工廠開工產(chǎn)量增加達(dá)到商業(yè)目標(biāo)項(xiàng)目 投放市場(chǎng)前的 投放開始 月份 市場(chǎng) 36 27 18 9 0進(jìn)度表生產(chǎn)開發(fā)過程的幾個(gè)典型階段生產(chǎn)開發(fā)過程的幾個(gè)典型階段概念項(xiàng)目得到批準(zhǔn)設(shè)計(jì)/規(guī)劃第一個(gè)完整的原型產(chǎn)品生產(chǎn)過程啟動(dòng)定案設(shè)計(jì)工作試生產(chǎn) 投放市場(chǎng)加速發(fā)展硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧The Product Design ProcesslThe Product Design ProcessDesign-build-test cycleEngineering “release” or “sign-off”

7、Concurrent Engineering (CE)lThree types of teams: a program management team, a technical team, and numerous design-build teams硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧產(chǎn)品設(shè)計(jì)過程l產(chǎn)品設(shè)計(jì)過程設(shè)計(jì)建造試驗(yàn)周期 工程的“ 成功”或 “批準(zhǔn)”并行工程 (CE)l有三類小組：一個(gè)項(xiàng)目管理小組、一個(gè)技術(shù)小組、多個(gè)設(shè)計(jì)-建造小組硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧4Concurrent Eng

8、ineeringlConcurrent engineering can be defined as the simultaneous development of project design functions, with open and interactive communication existing among all team members for the purposes of lreducing time to market,decreasing cost, andimproving quality and reliability.硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴

9、軟商品交易在阿里巧巧軟商品交易在阿里巧巧4并行工程l并行工程可定義為，在所有小組成員中進(jìn)行公開互動(dòng)的交流的同時(shí)開發(fā)項(xiàng)目設(shè)計(jì)中的各項(xiàng)職能。其目的在于：l減少投放市場(chǎng)的時(shí)間，降低成本，提高質(zhì)量和可靠性硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧5Designing for the CustomerlIndustrial DesignlAestheticslErgonomicslQFD (quality function deployment) lVA/VE (value analysis/value engineering)硬商品買賣在阿里巴巴硬商品買賣在阿里

10、巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧5為客戶展開的設(shè)計(jì)l產(chǎn)業(yè)設(shè)計(jì)l美學(xué)l人體工程學(xué)lQFD (質(zhì)量功能開發(fā))lVA/VE (價(jià)值分析/價(jià)值工程)硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧6Quality Function DeploymentlInterfunctional teams from marketing, design engineering, and manufacturinglVoice of the customer (customer requirement)lHouse of Quality 硬商品買賣在阿里巴巴硬商品買賣

11、在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧6質(zhì)量功能開發(fā)l營(yíng)銷、設(shè)計(jì)工程及制造等跨職能小組l客戶呼聲 (客戶需求)l品質(zhì)屋House of QualityCustomer RequirementsImportance to Cust.Easy to closeStays open on a hillEasy to openDoesnt leak in rainNo road noiseImportance weightingEngineering CharacteristicsEnergy needed to close doorCheck force on level ground

12、Energy needed to open doorWater resistance106692375332XXXXXCorrelation:Strong positivePositiveNegativeStrong negativeX*Competitive evaluationX = UsA = Comp. AB = Comp. B(5 is best)1 2 3 4 5XABX ABXABA X BX ABRelationships:Strong = 9Medium = 3Small = 1Target valuesReduce energy level to 7.5 ft/lbRedu

13、ce forceto 9 lb.Reduce energy to 7.5 ft/lb.Maintaincurrent levelTechnical evaluation(5 is best)54321BAXBAXBAXBXABXABAXDoor seal resistanceAccoust. Trans.WindowMaintaincurrent levelMaintaincurrent level7硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧品質(zhì)屋客戶需求對(duì)客戶的重要性易于關(guān)閉敞開置于山上易于打開在雨天不漏水無馬路噪音權(quán)衡重要性工程特點(diǎn)關(guān)門所需要的能量水

14、平地面的檢驗(yàn)力開門所需要的能量防水106692375332XXXXX相關(guān)性：較強(qiáng)的正相關(guān)正相關(guān)負(fù)相關(guān)較強(qiáng)的正相關(guān)X*競(jìng)爭(zhēng)評(píng)價(jià)X =自己sA = 競(jìng)爭(zhēng)對(duì)手AB = 競(jìng)爭(zhēng)對(duì)手B(5為最好)1 2 3 4 5XABX ABXABA X BX AB關(guān)系：強(qiáng) = 9適中 = 3小=1目標(biāo)價(jià)值：將能量水平降到 7.5英尺/磅將力減小到to 9磅.將能量減少到 7.5英尺磅保留現(xiàn)有水平技術(shù)評(píng)價(jià)(5 為最好)54321BAXBAXBAXBXABXABAX門栓的阻力消音窗戶保留現(xiàn)有水平保留目前水平7硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧8VA/VElAchieve e

15、quivalent or better performance at a lower cost while maintaining all functional requirements defined by the customerDoes the item have any design features that are not necessary?Can two or more parts be combined into one?How can we cut down the weight?Are there nonstandard parts that can be elimina

16、ted?硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧8價(jià)值分析/價(jià)值工程l在保證滿足客戶所有功能需求的情況下以較低的成本取得同樣或較好的業(yè)績(jī)?cè)擁?xiàng)目有任何不必要的設(shè)計(jì)特點(diǎn)嗎？?jī)蓚€(gè)或多個(gè)零部件能合并成一個(gè)嗎？我們?nèi)绾螠p少重量？有可以淘汰的非標(biāo)準(zhǔn)零部件嗎？硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧10Design for Manufacturing and Assemblyl Greatest improvements related to DFMA arise from simplification of the pro

17、duct by reducing the number of separate parts:l1. During the operation of the product, does the part move relative to all other parts already assembled?l2. Must the part be of a different material than or be isolated from other parts already assembled?l3. Must the part be separate from all other par

18、ts to allow the disassembly of the product for adjustment or maintenance?硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧10制造和裝配設(shè)計(jì)l 有關(guān)制造和裝配設(shè)計(jì)最大的改進(jìn)工作是通過減少各零部件數(shù)量以簡(jiǎn)化產(chǎn)品而實(shí)現(xiàn)的：l1.在產(chǎn)品使用期間，該零部件與已裝配的其它所有零部件均有關(guān)系嗎？l2. 該零部件必須與已裝配的其它零部件不同或與那些部件隔開嗎？l3. 該零部件必須與其它所有零部件都分開以使產(chǎn)品在調(diào)節(jié)或維護(hù)過程中容易拆卸嗎？硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商

19、品交易在阿里巧巧Process Selectionl Process Selection:Refers to the strategic decision of selecting which kind of production processes to have in the plantl Types of Processes:Conversion Processes: changing iron ore into steel sheetsFabrication Processes: forming gold into a crown for a toothAssembly Process

20、es: assembling a fender to a carTesting Processes: 硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧流程選擇l 流程選擇：參考一下就在廠內(nèi)選擇何種生產(chǎn)流程作出的戰(zhàn)略決策l 流程類型：轉(zhuǎn)化流程：將鐵礦轉(zhuǎn)化成鋼板制作流程：將黃金制成牙冠裝配流程：將防護(hù)板組裝到汽車上檢驗(yàn)流程硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧Process Selectionl Process Flow Structures (4)Job shop: production of small batche

21、s of a large number of different productsBatch shop: a somewhat standardized job shopAssembly line: production of discrete parts moving from workstation to workstation at a controlled rate, following the sequence needed to build the productContinuous flow: conversion or further processing of undiffe

22、rentiated materials such as petroleum, chemicals, or beer.The Virtual Factory硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧流程選擇l 工藝流程結(jié)構(gòu)(4)加工車間：生產(chǎn)大量不同產(chǎn)品中的一小部分批量車間：某種標(biāo)準(zhǔn)化的加工車間裝配流水線：按照制造產(chǎn)品必需的順序生產(chǎn)，以一定速度在工作站之間流動(dòng)的獨(dú)立零部件。連續(xù)流程：對(duì)未經(jīng)過區(qū)分的材料（如石油、化工制品或啤酒等）進(jìn)行轉(zhuǎn)化或進(jìn)一步加工。虛擬工廠IV.ContinuousFlowIII.AssemblyLineII.BatchI.JobShop

23、LowVolumeOne of aKindMultipleProducts,LowVolumeFewMajorProducts,HigherVolumeHighVolume,HighStandard-izationCommercialPrinterFrench RestaurantHeavyEquipmentCoffee ShopAutomobileAssemblyBurger KingSugarRefineryFlexibility (High)Unit Cost (High)Flexibility (Low)Unit Cost (Low)Source: Modified from Robe

24、rt Hayes and Steven Wheelwright, Restoring Our Competitive Edge: Competing through Manufacturing (New York: John Wiley & Sons, 1984). p. 209.13Product-Process Matrix硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧IV.連續(xù)流程III.裝配流水線II.批量車間I.加工車間低產(chǎn)量其中一種產(chǎn)品多，產(chǎn)量低主要產(chǎn)品少，產(chǎn)量高高產(chǎn)量，高標(biāo)準(zhǔn)化商業(yè)打印機(jī)法國(guó)飯店重型設(shè)備咖啡店汽車組裝漢堡王糖精煉靈活性

25、(高)單位成本 (高)靈活性 (低)單位成本 (低)資料來源：根據(jù)羅伯特 海斯與史蒂文 韋爾萊特合蓍的名為恢復(fù)我們的競(jìng)爭(zhēng)優(yōu)勢(shì)：通過制造參與競(jìng)爭(zhēng)(紐約：John Wiley&Sons1984) 第209頁內(nèi)容修改而來。13產(chǎn)品工藝矩陣產(chǎn)品工藝矩陣硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧* = Points critical to the success of the service = Points at which failure is most often experiencedService visible to customerServi

26、ce not visible to customerCustomer drops off car Mechanic makes diagnosis* Discuss needed work with customer*Customer departs with carCollect paymentNotify customer Checkparts availabilityPerform workParts availableOrder partsInspect/ test and repair Perform corrected workCorrective work necessaryRe

27、pair not authorized Repair completeParts not availableRepair authorized硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧* =對(duì)服務(wù)成功與否至關(guān)重要的方面對(duì)服務(wù)成功與否至關(guān)重要的方面 = 經(jīng)常經(jīng)歷失敗的方面經(jīng)常經(jīng)歷失敗的方面客戶可看到的服客戶可看到的服務(wù)務(wù)客戶看不到的服務(wù)客戶看不到的服務(wù)客戶把車留客戶把車留下下 機(jī)修工找出機(jī)修工找出毛病毛病* 與客戶討論與客戶討論需要進(jìn)行的需要進(jìn)行的工作工作*客戶將車客戶將車開走開走收款收款通知客戶通知客戶檢查是否有檢查是否有零配件零配件完成工完成工作作零配

28、件可零配件可用性用性訂購(gòu)零訂購(gòu)零配件配件檢查檢查/檢檢測(cè)與維測(cè)與維修修完成校正完成校正工作工作必要的校正工作必要的校正工作維修未獲批維修未獲批準(zhǔn)準(zhǔn)維修完成維修完成沒有零配件沒有零配件維修獲得批維修獲得批準(zhǔn)準(zhǔn)硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧Designing Global Products and ServicesCustomized Periphery LargeStandardized Core Ideal Global ProductsPlatform (the chassis and related parts) for Automoti

29、ve IndustryHighLowLowHighBreadthOf lineIn EachCountryGlobal Product StandardizationEuropeanOptions in Global Product Line StrategyBusiness can standardize the worldwide mix of Products as well as the content of a productAn American chemical additives company versus Its European competitor:1.Did the

30、competitors approach suggest that customer needs were asdifferent as this businesss executives assumed?2. Did this businesss product line strategy incur unnecessary costs?American硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧設(shè)計(jì)全球產(chǎn)品與服務(wù)按客戶要求定制外圍設(shè)備 較大的標(biāo)準(zhǔn) 化核心、 理想的全球產(chǎn)品汽車產(chǎn)業(yè)平臺(tái)(底盤與相關(guān)零配件)高低低高各個(gè)國(guó)家產(chǎn)品系列范圍全球產(chǎn)品標(biāo)準(zhǔn)化歐洲全球

31、產(chǎn)品系列戰(zhàn)略中的選擇方案企業(yè)可以對(duì)全世界范圍內(nèi)的產(chǎn)品組合及產(chǎn)品組成進(jìn)行標(biāo)準(zhǔn)化處理在一家美國(guó)化學(xué)添加劑公司與其歐洲競(jìng)爭(zhēng)對(duì)手的對(duì)比中：1.該競(jìng)爭(zhēng)對(duì)手的作法表明客戶的需求與企業(yè)行政主管們?cè)O(shè)想的不一樣嗎？2. 該企業(yè)的產(chǎn)品系列戰(zhàn)略會(huì)造成不必要的成本嗎？美國(guó)硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧Designing Global Products and ServicesBenefitsCost ReductionThe higher the development cost relativeTo expected revenues, the more need

32、 thereIs to develop a few global or regional productsRather than many national productse.g. ethical drugsImproved QualityReducing the worldwide number of products allows financial and management resources to be focused on the smaller number of productsEnhanced Customer PreferenceHertz lessonCompetit

33、ive LeverageJapanese experience suggests that smallerCompetitors may have greater need forStandardized productsDrawbacksSome aspects of national needs may Have to be sacrificedCanon chose to design from scratch a global products硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧設(shè)計(jì)全球產(chǎn)品與服務(wù)益處減少成本減少成本與預(yù)期收益有關(guān)的開發(fā)成本

34、越高，開發(fā)幾種全球或區(qū)域產(chǎn)品(并非許多國(guó)家產(chǎn)品，如憑醫(yī)生處方才能購(gòu)買的藥品)的必要性就越大。提高質(zhì)量提高質(zhì)量在全球范圍內(nèi)減少產(chǎn)品的數(shù)量使金融和管理資源能夠集中用到數(shù)量小一些的產(chǎn)品中去。強(qiáng)化客戶偏好強(qiáng)化客戶偏好赫茲原理在競(jìng)爭(zhēng)中起杠桿作用在競(jìng)爭(zhēng)中起杠桿作用日本公司的經(jīng)驗(yàn)表明，小型競(jìng)爭(zhēng)者可能更需要標(biāo)準(zhǔn)化產(chǎn)品。缺點(diǎn)可能會(huì)使國(guó)家的某些需求得不到滿足佳能公司決定一開始就設(shè)計(jì)全球產(chǎn)品硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧New Global Process of NPDl The process of New Product Development (NPD),

35、a key network of functions and subsidiaries, is receiving increasing attention for several reasons: Because competitive advantages at the product level do not last long in most industries, the winners are those who create a sequence of short-lived advantages As product life cycles get shorter, with

36、fewer years to recover the fixed R&D costs, products must be spread across more countries to capture the necessary revenue. The process is one of the principal drivers for the shift in power from countries to business units. Attractive features: use of new electronic tools and new-product archit

37、ectures; a product concept in digital form can be worked on from anywhere by anyone.硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧全球新產(chǎn)品開發(fā)流程l 新產(chǎn)品開發(fā)流程，是由職能部門和子公司組成的一個(gè)關(guān)鍵網(wǎng)絡(luò)，正由于以下原因日益受到人們的關(guān)注：因?yàn)樵诖蠖鄶?shù)產(chǎn)業(yè)，產(chǎn)品本身的競(jìng)爭(zhēng)優(yōu)勢(shì)并不會(huì)持續(xù)很長(zhǎng)時(shí)間，贏家往往是那些能夠創(chuàng)造一連串短期優(yōu)勢(shì)的公司。由于產(chǎn)品壽命周期變短，收回固定研發(fā)成本的年數(shù)變少，所以必須將產(chǎn)品銷往各個(gè)國(guó)家，以取得必要的收入。這一過程是將權(quán)力從國(guó)家轉(zhuǎn)移到企業(yè)單位的主要

38、驅(qū)動(dòng)因素之一。引人注目的特點(diǎn)：運(yùn)用新的電子工具和新產(chǎn)品結(jié)構(gòu)；任何人在任何地方都可以對(duì)以數(shù)字形式存在的產(chǎn)品理念產(chǎn)生影響。硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧New Global Process of NPDlThe Evolution of NPD1960s to 1970s:lThe process sequential and longlRelatively straight-forwardAll aspects have changed:lAn increasing number of “design for” initiatives Desi

39、gn for manufacturability Design for reliability (quality assurance engineers entered the design process Design for serviceability Design for usability: anthropologists entered the process, along with artists and designers New: design for recyclability硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧全球新產(chǎn)品開發(fā)流

40、程l新產(chǎn)品開發(fā)的演變過程20世紀(jì)60年代到70年代：l這一過程連續(xù)而漫長(zhǎng)l相對(duì)直截了當(dāng)所有方面都已發(fā)生變化：l“設(shè)計(jì)”提議的數(shù)量越來越多 可制造性設(shè)計(jì) 可靠性設(shè)計(jì)(質(zhì)量保證工程師加入該設(shè)計(jì)過程) 適用性設(shè)計(jì) 可用性設(shè)計(jì)：加入這一過程的有人類學(xué)家、藝術(shù)家和設(shè)計(jì)師 新設(shè)計(jì)：可循環(huán)性設(shè)計(jì)硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧New Global Process of NPDlEach new player wants to enter as early as possible to influence original processlFrom seque

41、ntial to simultaneousExternal Players:lEarly supplier involvementlCustomerTime-to-Volume shortenedl Pressures for Global ProductsThe capture of economies of scalelRising R&D costslReduction of product life cycleThe reduction in fixed costs associated with reducing the number of products, package

42、s, and ads.硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧全球新產(chǎn)品開發(fā)流程l參與競(jìng)爭(zhēng)的新手都想盡早參與競(jìng)爭(zhēng)以影響原有流程。l由按順序進(jìn)行變?yōu)橥瑫r(shí)進(jìn)行外來參與者：l供應(yīng)商的早期參與l客戶從設(shè)計(jì)到產(chǎn)量的時(shí)間縮短l 全球產(chǎn)品面臨的壓力獲得規(guī)模經(jīng)濟(jì)l研發(fā)成本增加l產(chǎn)品壽命周期縮短固定成本的減少與產(chǎn)品數(shù)量、包裝和廣告的減少有關(guān)。硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧New Global Process of NPDlBlack & DeckerlProcter & Gamble, a leader

43、 in simplifying its product lines.Convergence of preferences and tastes around the worldl Global Development ProcessPlatformslComputer: hardware nearly the same, software to accommodate local languageslHondas flexible framePostponementlDelay in the differentiation of a product for a particular count

44、ry or customer to the last possible step in the supply chainlDelay in freezing the product design or concept until the last moment硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧全球新產(chǎn)品開發(fā)流程l布萊克達(dá)科公司(Black & Decker)l保潔公司，在簡(jiǎn)化產(chǎn)品系列方面堪稱領(lǐng)頭羊。全世界人們的偏好和品味集中l(wèi) 全球開發(fā)流程平臺(tái)l計(jì)算機(jī)：硬件幾乎都一樣，軟件有當(dāng)?shù)卣Z言版本l本田靈活的車形延期l在供應(yīng)鏈中將銷往某一國(guó)家或某一客戶的產(chǎn)品差別化過程盡可能推遲到最后一個(gè)階段l將產(chǎn)品設(shè)計(jì)或概念的凍結(jié)過程推遲到最后一刻硬商品買賣在阿里巴巴硬商品買賣在阿里巴巴 軟商品交易在阿里巧巧軟商品交易在阿里巧巧New Global Process of NPDTwo Models of Effective Product Development with Delay in Freezinga. Traditional ModelProjectConcept Market Start FreezeIntroduction Concept ProductDevelopment DevelopmentConcept