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新产品开发从入门到精通实战指南

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你是否体验过用高清屏幕看全美足球联盟的年度冠军赛?你是否使用过微波炉在眨眼间把剩饭菜热好?如果是,感谢新产品开发吧!
你是否确信你今天寄出的包裹明天早上就可以到达目的地?你是否找到能满足你所有需求的一揽子退休金计划?如果是,也感谢新产品开发吧!
你是否希望有人能够解决全球的能源问题,并治愈那些困扰全球的疾病?新产品开发人员正在向这个目标迈进。
新产品开发人员总是会发现他们可以解决的问题,查找他们可以填补的空缺,并找出能够令消费者生活得更美好、更轻松、更富激情的方法。因为充满好奇心、富有创造力且胸怀抱负,所以他们能肩负起这些责任。当然,他们也需要为自己及企业赚钱。有别于那些为发明而发明的空想家们,新产品开发人员致力于将新产品推向市场,让产品服务于民,并为其投资者赚取丰厚的回报。如果你正在追求业务的快速增长与持续发展,并希望得到消费者的追崇,那就开始阅读这本《新产品开发》吧。

要想让新产品获得成功,企业必须具备鼓励创新的氛围、新产品开发所需的资源以及衡量成功与否的量化标准。如果你想在企业内激励创新,就必须做到以下几点:
清楚你的发展目标——愿景;
了解外面世界的发展趋势——远见;
有野心——扩张目标;
具备实现目标的自由——环境;
借助他人力量以及与他人共同合作——交流、合作;
付出能获得回报——认可。

不要再纸上谈兵,要将创意变成真正的产品和服务!

本书填补了产品开发知识领域的主要空白。
——《视野杂志》(Vision Magazine)

通过学习本书,你可以:

1.制定新产品开发策略;
2.生成产品与服务的创意;
3.了解客户到底想要什么;
4.保证开发项目的进度;
5.拥有一个高效的跨职能的团队;
6.与全球客户合作。
Content Description

互联网时代,企业要想成功开发新产品,需要具备哪些条件?要想将新产品成功推向市场,又需要具备哪些条件?搞清楚这些问题并能采取准确的策略,是企业在互联网时代激烈的市场竞争中制胜的法宝。 《新产品开发从入门到精通实战指南》深入讲述了互联网时代新产品开发的基础知识,提出了互联网时代新产品开发和投放市场的方法。同时,《新产品开发从入门到精通实战指南》还剖析了新产品开发在互联网时代所面临的挑战,并给出了企业应对挑战的方法。全书共分为五部分,分别针对上述问题展开了详细的讲解,囊括了作者在产品开发领域丰富的经验与认知。可以说,《新产品开发从入门到精通实战指南》是一本系统、全面、实用性强的新产品开发指南性图书。
Author Description

罗宾·卡罗尔,产品开发管理协会(PDMA)总裁;德拉华大学商学院客座教授,讲授创新和变革管理的相关课程;曾任职于杜邦公司,从事创新和新产品开发工作达23年之久,并担任开发流程总监;曾获得“荷兰毛里斯奖”。

毕比·尼尔逊,国际产品开发协会(IAPD)副主任;1998年到2003年间担任产品开发管理协会(PDMA)《产品创新管理》(《Product Innovation Management》)杂志的书评编辑;拥有哈佛大学教育研究生院授予的博士学位;曾于麻省大学波士顿分校讲授哲学,现任教于麻省大学洛厄尔分校管理学院;缅因州的非营利性组织饥荒救济合作委员会的主席。
Catalogue

第1部分 新产品开发的基础知识
第1章 新产品开发的基本条件
新产品开发成功的要素
将产品可能性变成市场现实
明确业务部门的职责权限
新产品开发中各岗位的职责
第2章 新产品开发的缘由及分类
企业发展模式:市场扩张、收购或创新
评估新产品在发展规划中的重要性
确定新产品开发在企业中的地位
确定新产品的类型
发挥产品、服务、解决方案和体验的最大效用
第3章 制定产品战略
了解市场
在现有产品线中发现机会
构建盈利模式
新产品线与品牌的糅合

第2部分 绘制新产品的“机遇之洋”
第4章 了解客户的真正需求
客户拜访流程分析
为客户拜访计划打好基础
客户拜访流程
最后冲刺
成果提炼:影像和客户需求
量化客户拜访项目成果
第5章 把企业变成创意工厂
组建创意团队
设立并开放创意会议
打破常规思维
利用客户信息来激发解决方案
想方设法使创意会议更有创意
第6章 筛选创意,优胜劣汰
筛选创意并构建新概念
通过质量功能配置改进概念
将落选概念转变为资产
第7章 发挥技术的最大效用
盘点技术的重要性
编制技术清单的方法
将技术能力与产品和市场相衔接
开发或寻找必要技术
第8章 全力以赴开发新产品
设定新产品开发目标
在产品开发中引入合作伙伴
管理业务以实现新产品开发目标
通过内部沟通机制将新产品开发工作串联起来

第3部分 进入产品“开发之河”
第9章 快人一步:产品开发流程
从研究到开发:模糊前端
第1阶段:从海洋到河流
第2阶段:业务方案阶段
第3阶段:开发阶段
第4阶段:产品投放与商业化
让产品开发流程为你服务
调动各业务部门参与新产品开发
将新产品开发流程与管理层关联起来
理解与管理新产品开发风险
第10章 组建新产品开发团队
团队腾飞需具备的要素
理解跨职能团队的特殊性
领导跨职能团队
“整合”跨职能团队
准备应战:组建和培训新产品开发团队
确定团队的角色与职责
组建新产品开发团队
第11章 管理新产品开发资源
企业运转良好还是一团糟
充实和平衡新产品开发组合
向开发流程中的新产品项目提供资源
缩短项目周期
厉行节约原则
第12章 评审机制:保证项目按预定目标开展
理解评审目的
评审的基本原则
致评审人员:如何在适当的时候说“不”
确保评审会议正常召开
经济性和战略的完美表述:编制项目业务方案
第13章 将产品成功投放市场
为成功投放作准备
制订投放计划
细节核查
产品投放效果评估

第4部分 产品开发面临的新挑战
第14章 数字时代下的产品开发
利用数字技术进行测试和实验
在团队协作中运用数字技术
运用IT技术来策划企业创新活动
第15章 产品开发的全球化
在全球化开发的游戏中绘制蓝图
全球化优势调研及策略制定
识别及避免全球化风险
在全球经济中加强社交技能
第16章 选择新产品开发的合作伙伴
了解“开放式创新模式”
选择合作伙伴
构建合作关系
划定底线:资产的保密与分享
合作方法及秘诀揭示

第5部分 新产品开发的创意与方法
第17章 关于新产品测试方法的创意
开展新产品概念测试
通过产品原型检查进度
通过客户体验测试产品
第18章 跟进创新工作的方法
跟进团队工作进展的8大方法
评估产品开发流程有效性的10大方法
衡量新产品开发回报的5大指标
仪表盘指标的优势
附录 业务方案大纲
Book Abstract

《新产品开发从入门到精通实战指南》:
收集拜访资料
客户拜访计划是一个积累知识的项目。团队所收集的信息对于团队和企业都颇为重要,这些信息在当前项目结束后的很长一段时间内,仍能为其他团队和项目所利用。
你的团队需要把所有收集到的信息转换成同一种格式以便于存储,让团队成员可以无障碍地访问这些信息,并为其他团队提供可永久访问的信息记录(如今的人们基本上都会想到互联网)。
拜访结束后,你应更新的信息存储清单如下:
客户筛选矩阵列表,该矩阵列表记录了团队计划拜访与不拜访的客户和市场细分群体(详见“创建客户拜访矩阵列表以有所侧重”一节);
已拜访客户列表,包括他们的联系信息;
拜访指南,该指南概述了项目的调查目的(详见“制定拜访指南”一节);
拜访录像或录音的文件记录,此外还有拜访笔记,这些记录包含了团队在拜访后所记录的影像(详见“练习收集信息”一节);
团队拍摄的照片或视频;
关于客户境况的影像,包括团队认为最重要的影像最终版本(详见后面“整理影像信息”一节);
团队调查得出的客户需求(详见“编写产品要求:客户需求是什么”一节)。
与客户保待联系
在团队拜访客户期间,客户向你提供了有价值的信息,让你得以利用这些信息来成功开发新产品,你因此与客户间建立了重要的关系。他们在拜访期间给予你很多帮助,而你不知道将来他们还会给予什么帮助。你的团队成员将来可能还需要联系这些客户,主要出于以下几个原因。
你可能想问一些拜访期间听到或未能问及的问题。在拜访结束之前,其中一名团队成员应询问客户如有其他问题时,是否可以通过电话、邮件或信函联系。
……

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