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單元 |
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內容大綱 |
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1 |
General & Strategy
一般介紹與策略 |
◎ PDMA簡介
◎ NPDP考試簡介
◎ What is a new Product? Service?
什麼是新產品? 新服務?
◎ What is innovation? Benefits?
什麼是創新? 創新的利益?
◎ The Problems of Product Innovation
產品創新的問題?為什麼產品創新程式值得學習?
◎ What is the New Product Process?
什麼是新產品流程?
◎ The Structure of New Product Development
新產品開發的策略架構
◎ Mission, Vision, Value 企業使命、願景、價值
◎ Business Strategy, Platform Strategy, Product Strategy,
Market Strategy 商業策略、平台策略、產品策略、 市場策略
◎ Workshop: 使命、願景、價值、策略 |
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2 |
New Product Process
新產品流程 | ◎ Crawford & Anthony 的新產品開發流程
◎ Concept Lifecycle概念的生命週期
◎ Robert G. Cooper的Stage-GateR新產品開發流程
◎ Workshop: 學員目前公司的開發流程分享
◎ Test: 考題試作 |
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3 |
新產品流程
發現階段 |
◎ What Should Be Done During the Discovery?
在發現階段需要做什麼?
◎ Market Research 市場研究
◎ Primary Market Research 初級市場研究
◎ Secondary Market Research 次級市場研究
◎ How to Conduct a Secondary Market Research
如何執行次級市場研究
◎ Voice-of-the-Customer : Customer Visits: 客戶訪問
◎ Working with Lead Users 與主要使用者一起工作
◎ Conjoint Analysis 聯合分析
◎ Tools: Idea Generation – Divergent Thinking
發散式思考
◎ Tools: Idea Generation – Convergent Thinking
收斂式思考
◎ Teams in Product Development 新產品開發團隊
◎ Technology & IP 技術與智慧財產
◎ Workshop: Opportunity Identification機會發現 |
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4 |
Gate 1: Idea Screen
概念過濾 |
◎ Without Effective Gates 沒有效率的關卡
◎ The Purpose of a Gate 關卡的目的
◎ Three Approaches to Project Selection
三種專案選擇方式
◎ Checklists 檢查表
◎ Scoring Models 計分模式
◎ Types of New Product Project
新產品開發的計畫種類
◎ Test: 考題試作 |
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5 |
Stage 1: Scoping
界定範圍 |
◎ Preliminary product definition 初步產品定義
◎ Preliminary market assessment 初步的市場評估
◎ Preliminary technical assessment 初步的技術評估
◎ Preliminary business & financial assessment
初步的商業與財務評估
◎ Recommendations & plans for next step
提出下一階段的建議與計畫
◎ Customer & Market Research : Surveys: Sampling 抽樣
◎ Tools: Idea Generation - Problem-Based 概念產生
◎ Tools: Idea Generation – Methodologies to Use
使用方法
◎ The Ways to Get Great New Product Ideas
偉大概念的方法
◎ Workshop: Idea/Concept Generation 概念產生 |
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6 |
Gate 2: Second Screen
第二次過濾 |
◎ Gate 2: Examples of Must-Meet Criteria 範例
◎ Gate 2: Examples of Should-Meet Criteria 範例
◎ What is Portfolio Management for New Products?
什麼是新產品開發的組合管理
◎ Three components of Portfolio Management?
組合管理三要素
◎ Portfolio Methods 組合管理的方法
◎ Goals of Portfolio Management 組合管理的目標
◎ Integration Challenges 整合的挑戰
◎ The Portfolio Review Dominate 由組合管理主導
◎ Senior Management’s Roles 資深管理階層的角色
◎ Test: 考題試作 |
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7 |
Stage 2: Build Business Case
建立商業案件
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◎ Three Main Components of the Business Case
建立商業案件三要素
◎ The Structure of Stage 2: Build Business Case
建立商業案件的架構
◎ The Key Blocks in Stage 2: Build Business Case
建立商業案件的主要障礙
◎ User Needs and Wants Study 使用者需求分析
◎ Competitive Intelligence 競爭者分析
◎ Detailed Market Analysis 詳細市場分析
◎ Focus Groups 焦點團體
◎ Concept Testing 概念測試
◎ Tools: Quality Function Deployment 品質功能展開
◎ Tools: The House of Quality 品質屋
◎ Tools: Financial Analysis 財務分析
◎ Tools: Sales Forecasting 銷售預測戰
◎ Type of Development Teams 團隊種類
◎ Strengths and Weaknesses of The Types of Project Team
團隊組織的優點與缺點
◎ Team culture and process: Developing a Team
團隊文化與程序: 發展團隊
◎ Roles and Participants 角色與參與者
◎ Training the Teams 團隊訓練
◎ Conflict Management 衝突管理
◎ Workshop: Build Business Case建立商業案件 |
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8 |
Gate 3: Go to Development
進入開發階段 |
◎ Gate 3: Examples of Must-Meet Criteria 範例
◎ Gate 3: Examples of Should-Meet Criteria 範例
◎ The Gate Dominate 由關卡審查主導
◎ Development Plan 發展計畫
◎ Test: 考題試作 |
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9 |
Stage 3: Development
開發階段 |
◎ The Deliverables at the End of Stage 3 交付物
◎ The Major Tasks of Stage 3 主要工作
◎ Seek Customer Input Throughout the Development
Stage 持續搜尋客戶意見
◎ Shortening Development Times 縮短開發時程
◎ Action Plan 行動計畫
◎ Market Development 市場發展
◎ Rapid-Prototype-and-Test 原型測試
◎ Production / Operations Process 生產與營運流程
◎ Tools: Engineering Design/Technical 工程設計/技術
◎ Tools: Project Management 專案管理
◎ Tools: Project Scope Management 範疇管理
◎ Tools: Project Time Management 時間管理
◎ Tools: Project Cost Management 成本管理
◎ Tools: Project Risk Management 風險管理
◎ IP & Product Regulatory Issues 智權與產品管理問題 |
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10 |
Gate 4: Go to Testing
進入測試階段 |
◎ Activities reviewed 檢視開發活動是否與計畫相符
◎ A Revised Financial Analysis based on more accurate
data 依據新資料再次分析財務
◎ Testing and Validation Plan approved 核准測試計劃
◎ Prepare Operations and marketing plans
準備營運與市場計畫
◎ Test: 考題試作 |
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11 |
Stage 4: Testing & Validation
測試與確認 |
◎ The Purpose of Stage 4 目的
◎ Preference Tests 喜好測試
◎ Product Use Testing 產品使用測試
◎ Extended Trials 延伸試用
◎ Pre-Test Market: To Test Launch Strategy
測試上市策略
◎ Workshop: Product Use Testing 產品使用測試 |
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12 |
Gate 5: Go to Launch
進入上市階段 |
◎ Quality of the activities reviews 活動品質的檢視
◎ Criteria for passing the gate 通過關卡的標準
◎ Operations and marketing plans approved
營運/市場計畫核准
◎ Workshop: Product Use Testing 產品使用測試 |
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13 |
Stage 5: Launch
上市 |
◎ Review Your Marketing Plan 檢視市場計畫
◎ Macro Environmental Analysis 大環境分析
◎ Review Your Internal Assessment 檢視內部
◎ Segmenting the Market 市場分割
◎ Product Strategy: The Product’s Positioning 產品定位
◎ Pricing 定價
◎ Market Testing: 市場測試
◎ Metrics: Fundamentals 基礎
◎ Metrics: Project Strategy Types 計畫策略種類
◎ Metrics: Most Useful Success Measures by Project
Strategy 依計畫策略列出的有用工具
◎ Workshop: Segmenting the Market 市場分割 |
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14 |
Post Launch Review
& Test
上市後檢視與測驗 |
◎ Team disbanded 團隊解散
◎ Project and product’s performance review
專案與產品成果檢視
◎ Post-audit 後續稽核
◎ Test: 考題試作 |