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Jingdong book

成功的新产品开发：加速从机会到利润的进程

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Jingdong book

成功的新产品开发：加速从机会到利润的进程

Name: 成功的新产品开发：加速从机会到利润的进程
Brand: Jingdong book
SKU: 3102013781
Price: 23.30 USD
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Content Description

企业的成功是多种因素共同作用的结果，但对于像微软、英特尔这种从创业到成为世界顶级的大企业只用了20年，新产品的成功开发应该是其成功的一个重要因素。本书的作者是一位在企业中成长的实干家，他个人丰富的经历和实践经验也使得本书更加生动。他指出，新产品开发的核心是如何确保企业迅速获利，即产品开发过程中必须坚持盈利的目标。
本书通过三个部分说明了企业如何快速地获取利润：第1篇，提炼出整个核心问题，探索利润的意义并研究为什么缺乏清晰性会令企业产生困惑；然后定义从新品开发初期到获利的前三个时间阶段；第2篇，研究新产品开发的前三个阶段，并分析可能有利于缩短从新产品开发到获利的时间的关键因素与活动；第3篇，阐述了关于在公司中如何将计划辅助实践的一些方法。
本书的独到之处在于：（1）通过大量的图表和实例将复杂事件简单化，正文中附有对主要内容进行强调的关键点小结，易于读者记忆；（2）本书思路清晰、观点明确、行文流畅。
本书适用于企业中所有参与新产品开发与服务的管理人员、从业者、对新产品开发与服务部门负责的执行者，本书是服务公司和制造公司中新产品研发、市场营销、管理、高级管理部门，以及技术管理专业人员的最佳指南。

Author Description

小米尔顿·D·罗西瑙（Milton D．Rosenau，JR．）是新产品开发方面的一些畅销书的作者，也是《产品开发和管理协会手册》（PDMA Handbook of New ProductDevelopment）的主要编辑者。

Comments

当你在一个新产品开发项目中努力工作的时候，你没有时间做一个抽象的理论构想。你需要简明而且实用的建议来帮助你使事情立即开始；需要迅速地获得清晰的、经过验证的步骤来达到创造回报和快速增加利润的目的；需要《成功的新产品开发——加速从机会到利润的进程》。
这本独特的实践指导书将在新产品开发流程中一步一步地引导你，从构想的创意，经过共同的设计和管理，到在竞争者之前向顾客交付一种优秀的产品。流程中的每一步都有这样一个指导原则：你能愈快地从最初构想前进到产品推广，你就能愈快地从你的业务中获得收入，并且愈快地达到你们公司的利润目标。
本书充满了节省宝贵时间的指导，特色如下：
所有讨论集中在最重要的产品开发议题上：利润的快速增长步骤与方法；
采用了一种为行业专爱特制的5个事件和4个阶段的方法；
设计了一种简洁的形式，以便于快速的参考和方便的阅读。

Catalogue

第1篇引言
第1章概要
克服用户障碍
一些基本背景
为什么加快获利是一个重要的问题？
整体描述：四个阶段与五个事件
利润目标
缩短获利时间
关键点小结
第2篇新产品开发过程
第2章模糊的新产品开发前期
引言
四个模糊的新产品开发前期因素
技术激励
缩短模糊的新产品开发前期
清楚的需求
关键点小结
第3章新产品设计与生产阶段
引言
新产品设计与生产阶段的要素
关键点小结
第4章产品推广这后：试销售与持续销售阶段
引言
试销售阶段
持续销售阶段
关键点小结
第3篇改进你的流程
第5章执行
第6章持续改进检查
附录A 缩略词有
附录B 瓣产品开发的最新参考书目
索引

Book Abstract

缩短新产品设计与生产阶段
几年来，我们许多人都提倡公司研发新产品时必须缩短新产品到达市场
的时间。提高速度(上面已经列出的)所能带来的巨大收益已经被证明了。对
于许多人来说，缩短产品到达市场的时间与在新产品设计与生产阶段加快速
度是一件事。直到最近，虽然有这样的机会，但是缩短模糊的新产品开发前
期的时间却未得到充分系统的重视。
缩短任何一个阶段都需要足够的资源。
很明显，加快推出新产品的速度(换言之，缩短新产品到达市场的时间)
并不意味着要牺牲产品的质量来迅速地到达市场，也并不意味着那些关键的
开发步骤应该被省略；相反，重点应该放在(而且一直都应该放在)争取尽可
能快地完成新产品设计与生产阶段的任务，从而能第一个进人市场(或者几
乎是这样)并获得大量利润。
许多公司已经实施了一个具有新产品设计与生产阶段的新产品开发流程
，但是很遗憾的是，新产品开发团队却没有真正的理解公司的新产品开发战
略和利润目标的多重性。在许多例子中，新产品设计与生产阶段已经开始了
，但是模糊的新产品开发前期的任务却还没有完成，所以一些重要的要素(
例如，一些新产品开发的必要条件)还没有解决。一支不了解期望目标的新
产品开发团队如果想成功的话，只能靠碰运气。
缩短试销售阶段与持续销售阶段
类似的，也有一些缩短试销售阶段的方法(参见第4章)，从而缩短从开
发初始到获得利润目标的时间。这些方法大部分都依赖于先进的新产品推广
方法，包括在一些在极其边缘的渠道中迅速扩散的方法。很明显，产品的特
点定位和价格定位是关键因素。同样，销售队伍介绍产品的方法和他们引起
顾客兴趣的机会也是非常具有影响力的。可能其中最重要的还是产品使用的

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Jingdong book

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