【正文】 r wants to enter as early as possible to influence original process ?From sequential to simultaneous ?External Players: ?Early supplier involvement ?Customer ?TimetoVolume shortened ? Pressures for Global Products ?The capture of economies of scale ?Rising Ramp。D costs ?Reduction of product life cycle ?The reduction in fixed costs associated with reducing the number of products, packages, and ads. 全球新產(chǎn)品開發(fā)流程 ?參與競爭的新手都想盡早參與競爭以影響原有流程。 ?由按順序進行變?yōu)橥瑫r進行 ?外來參與者： ?供應商的早期參與 ?客戶 ?從設計到產(chǎn)量的時間縮短 ?全球產(chǎn)品面臨的壓力 ?獲得規(guī)模經(jīng)濟 ?研發(fā)成本增加 ?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。 New Global Process of NPD ?Black amp。 Decker ?Procter amp。 Gamble, a leader in simplifying its product lines. ?Convergence of preferences and tastes around the world ? Global Development Process ?Platforms ?Computer: hardware nearly the same, software to acmodate local languages ?Honda’s flexible frame ?Postponement ?Delay in the differentiation of a product for a particular country or customer to the last possible step in the supply chain ?Delay in freezing the product design or concept until the last moment 全球新產(chǎn)品開發(fā)流程 ?布萊克達科公司 (Black amp。 Decker) ?保潔公司，在簡化產(chǎn)品系列方面堪稱領頭羊。 ?全世界人們的偏好和品味集中 ?全球開發(fā)流程 ?平臺 ?計算機：硬件幾乎都一樣，軟件有當?shù)卣Z言版本 ?本田靈活的車形 ?延期 ?在供應鏈中將銷往某一國家或某一客戶的產(chǎn)品差別化過程盡可能推遲到最后一個階段 ?將產(chǎn)品設計或概念的凍結(jié)過程推遲到最后一刻 New Global Process of NPD Two Models of Effective Product Development with Delay in Freezing a. Traditional Model Project Concept Market Start Freeze Introduction Concept Product Development Development Concept Lead Time Development Lead Time b. Flexible Model Project Concept Market Start Freeze Introduction Concept Development Implementation Concept Lead Time Development Lead Time Works fine when implementation time is short and when there are few changes to the technology the market, and the internal priorities Postponing decisions about the most volatile and costly product ponents. It also Involves frequent, early test of the concept itself. The customer is brought in from the beginning and exposed to prototype. 全球新產(chǎn)品開發(fā)流程 有效產(chǎn)品開發(fā)中推遲凍結(jié)過程的兩種模式 a. 傳統(tǒng)模式 項目 概念 投放 開始 凍結(jié) 市場 概念 產(chǎn)品 開發(fā) 開發(fā) 概念投產(chǎn)準備時間 開發(fā)投產(chǎn)準備時間 b. 靈活的模式 項目 概念 投放 開始 凍結(jié) 市場 概念開發(fā) 實施 概念投產(chǎn)準備時間 開發(fā)投產(chǎn)準備時間 實施時間比較短，且技術、 市場和內(nèi)部優(yōu)先少有變化時， 這種模式發(fā)揮作用。 推遲對最不穩(wěn)定、最昂貴的產(chǎn)品 部件作出決策。其中還會對概念 本身進行頻繁的早期檢驗?？蛻魪? 一開始就加入該過程，能夠看到 這一原型。 New Global Process of NPD ?Computeraided Design (CAD) ?Frequent testing possible ?Threedimensional representation ?Simulation ?Rapid prototyping ?Modular Product Architecture ?The rate of innovation increases because each unit can independently experiment the design concurrently ?Once the architecture is decided on, each unit can implement the design concurrently ?With the greatly reduced need for munication across groups, a pany can locate design efforts in the best places globally 全球新產(chǎn)品開發(fā)流程 ?計算機輔助設計 ?可能進行的頻繁測試 ?三維表示法 ?模擬 ?快速確定原型 ?模塊產(chǎn)品結(jié)構(gòu) ?創(chuàng)新速度加快，因為各單位能夠同時對設計進行獨立的實驗。 ?結(jié)構(gòu)一旦確定下來，各單位便可同時執(zhí)行該項設計。 ?在各集團之間交流的必要性大大減少的情況下，公司可在全球范圍內(nèi)找出最佳地點進行設計