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Jingdong book

创造突破性产品:从产品策略到项目定案的创新

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创造突破性产品:从产品策略到项目定案的创新

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Content Description

许多新产品的开发往往不能成功,在少数成功范例之中,又只有更少数的产品能够重新定义其原本的,甚至创造全新的市场,并且最终发展成为突破性产品。在书中作者总结多年的研究成果,指明了与产品创新相关的一系列因素,并提供了一套全新的开发突破性产品的理论与方法,该书旨在帮助企业,技术和设计人员:
获得对用户的需求和市场新的趋势的准确洞察力;
认识可以创造新市场的产品机会缺口;
指导产品模糊前期的构造;
正确地运用定性和定量的研究方法;
确立产品开发与企业整体策划和品牌管理之间的关系;
建立灵活,高效的团队。
本书是一本关于企业设计管理的专著,适用于企业产品开发和管理参考,也适合作为高等院校相应的设计管理专业的教材。
Author Description

卡耐基·梅隆大学机械工程学院教授。他的研究方向主要包括在产品开发早期过中的工程设计、交叉领域团队合队、形态分析、形态语法,以及计算机辅助设坟工具的开发。CAGAN博士是美国机械工程师协会资深会员和注册职业工程师。
Catalogue


前言
致谢
相关术语和定义
第一部分 问题
第一章 新产品开发的驱动力
第二章 移向产品价值定位图的右上角
第三章 右上角(第一象限):价值象限
第四章 成功品牌战略的核心:突破性产品和服务
第二部分 解决方法
第五章 以用户为中心的一体化新产品开发综合途径
第六章 整合不同领域、管理多样化团队
第七章 了解用户的需要、要求和愿望
第三部分 实践检验
第八章 案例研究:右上角的优势
第九章 汽车设计:通过以用户为中心的一体化新产品开发手段使之脱颖而出
后记
Book Abstract

所有研究的结果是我们不断增加的对用户经历、围绕这一经历的感情因素、导致这些感情因素的产品属性以及通过设计和定义市场资源实现这些产品属性的过程的理解。产品属性的实现可以通过描述价值机遇来完成。通过对当前竞争环境中某个特定产品机会缺口的分析,其价值机遇使我们对该产品机会、目标用户和使该产品移向定位图右上角所必须具备的与众不同的因素有了更深层次的理解。
在这一阶段的最后我们得到的是一个目标用户的行为模型以及对目标用户的需求、期望值、喜好、还有他们的经济承受能力的细致的了解。我们也应该对各项可以应用的技术和产品的大体尺寸有了初步了解。同时,我们还应该很好地理解用来发展和评估产品概念的价值机遇。在开发过程早期,对产品机遇这样全面、深入的理解使我们能够更有针对性地、有效地进行后面的工作。
保证团队里所有不同的领域都有人参加这一过程是相当重要的。如果团队规模较小,应该要求所有的成员都参与这一过程。以往的情况是市场人员单独定义产品的种种特征和规范。虽然市场人员的参与是很重要的,但仅仅只有他们是不够的。我们在这里介绍的方法突破了传统的市场研究手段,其目的在于使所有的主要团队成员都广泛而深入地了解将要开发的产品的来龙去脉。当然,理解产品在市场中的来龙去脉,并把它们贯彻到设计中去不是一件容易的事。我们发现在传统的方法下,每个设计人员都以自己的方式去理解和分析市人员所提供的市场数据和描述,从而使团队失去了和用户之间的联系。这种情况就类似于小孩子的电话接线员游戏,第一个小孩悄悄地向紧挨着的第二个小孩说一句话,然后第二个小孩又把这句话悄悄地说给第三个小孩。依此类推,当这句话传到最后一个小孩的时候就完全变了样。同样,当工程技术人员和设计人员试图理解由市场人员单独总结的用户数据时,团队与用户之间的联系就因此失去了。对于大型的产品开发团队来说,让所有的成员都深入地研究用户生活形态和本质特征是不太现实的(一个汽车开发队伍往往达到或超出200多人)。不过,即使在这样大型的团队里,也不是不可以让每一个人都参加一些短时间的用户采访、与用户讨论或观察用户行为的活动。所有团队成员都应当接受适当的培训,意识到这种方法的重要性,并知道如何正确地运用这些方法。
在第二阶段结尾的时候,所有团队成员都应该对产品的各种要求和规范有一个统一的理解;他们开始成为与这一产品相关的专家;发展出了产品使用经历模型;并且对产品的造型和结构有了模糊的认识。如果把这一过程和人类的胚胎发育作比较的话,这时候细胞已经分裂,身体的各部分已经形成,但是仍不知道小孩究竟将长成什么样子。这时,成功运作的团队开始消除领域间的界限、发展许多领域间的交叉行为。市场调研、产品概念的形成和产品技术的发展已经成为了团队的整体活动。这样的集体活动应该受到欢迎,而不是让团队感到无所适从。
产品机遇在此时变得更加清晰,第一阶段形成的产品故事情节进一步得到发展:
肩关节和腰椎的炎症限制了玛莉的活动范围。她胳膊和背上的肌肉也不像过去那么有劲了。为此,我们需要一种适用于标准烤箱、可以帮助玛莉克服这些困难并且能够轻松地把各种平底锅或烤盘放进烤箱又从里面拿出来的装置。该装置必须可以拿得起1~15磅的东西。
……

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