設(shè)計和生產(chǎn)之 新產(chǎn)品的研發(fā)　New Product Development

設(shè)計和生產(chǎn)之 新產(chǎn)品的研發(fā)　New Product Development

新產(chǎn)品研發(fā)（new product development）是將一個產(chǎn)品或服務(wù)投放市場的前奏。新產(chǎn)品的研發(fā)有兩條平行的途徑，一條包含構(gòu)思衍生（idea generation）、產(chǎn)品設(shè)計（product design）和工程細(xì)節(jié)（detail engineering）。另外一條途徑是市場調(diào)研和營銷分析（market research and marketing analysis）。新產(chǎn)品的研發(fā)是商業(yè)戰(zhàn)略中產(chǎn)品生命周期管理（product life-cycle management）的主要部分之一，是市場份額保持或增長（maintain or grow market share）的動力。

構(gòu)思的產(chǎn)生（idea generation）

產(chǎn)品研發(fā)的第一步是構(gòu)思的衍生，這一步也被稱作是模糊前段（fuzzy front end）。新產(chǎn)品的構(gòu)思來源于SWOT分析法（優(yōu)勢、劣勢、機(jī)會和挑戰(zhàn)Strengths, Weaknesses, Opportunities & Threats）。另外的一些構(gòu)思來源是市場和消費趨勢（market and consumer trends）、競爭對手比較、調(diào)查人群的提議、貿(mào)易展比較等等，這些都可以把一個靈感轉(zhuǎn)化為一條生產(chǎn)線上的新產(chǎn)品。

⊙Take a look at what the competition's doing.看一下我們的競爭對手在做什么。

⊙We can get an inside look at what the current trends are by doing some basic research.

通過做一些基礎(chǔ)調(diào)研我們可以深入了解目前的趨勢。

⊙We've gotten a lot of good ideas from the industry trade show.通過行業(yè)內(nèi)的貿(mào)易展我們得到了很多好的想法。

⊙Let's do a SWOT……What are our strengths?

讓我們做一個SWOT分析……我們的優(yōu)勢在哪里？

⊙Our strategy is to develop quality and competitive products.我們的戰(zhàn)略是研發(fā)高品質(zhì)和具競爭力的產(chǎn)品。

構(gòu)思篩選（idea screening）

不是任何一個突發(fā)奇想都可以轉(zhuǎn)化為生產(chǎn)力。檢驗構(gòu)思的可行性時通常要回答如下問題：消費者是否能通過該產(chǎn)品受益（benefit from）？目標(biāo)市場（target market）的規(guī)模和成長（size and growth forecasts）潛力如何？構(gòu)思建立在什么樣的銷售和市場趨向（industry sales and market trends）基礎(chǔ)上？技術(shù)的可行性如何？目標(biāo)價格（target price）下的銷售是否會盈利（profitable）？

⊙How are our target customers going to benefit from this product?我們的目標(biāo)消費者將如何在這個產(chǎn)品上受益？

⊙What's going to happen in the target market in the next year or two?明年或兩年之后目標(biāo)市場上將發(fā)生什么樣的情況？

⊙What kind of pressure can we anticipate from the competition?預(yù)計我們將面對什么樣的競爭壓力？

⊙Is the manufacture of this product technically feasible?這個產(chǎn)品的制作在技術(shù)上可行嗎？

⊙What kind of profit can we expect?我們預(yù)期會有什么樣的利潤？

概念的發(fā)展和測試（concept development and testing）

將構(gòu)思概念轉(zhuǎn)化為產(chǎn)品雛形（physical prototype）或?qū)嶓w模型（mock-up），在此過程中了解制造工藝的可行性（technically feasible）以及成本。邀請專家和消費者代表對產(chǎn)品雛形進(jìn)行評定和初步市場評估。

⊙Here's the prototype of our new product.這里有我們新產(chǎn)品的模型。

⊙Preliminary trials indicate our product will be successful in reaching our target market.

初期的試銷表明我們的產(chǎn)品將在目標(biāo)市場上取得成功。

⊙Feedback from the consumer sources tells us that our product may not be as marketable as we had hoped.

來自客戶的反饋信息表明我們的產(chǎn)品沒有我們預(yù)期的那樣受歡迎。

⊙How did the mock-up do with our test group?

實體模型在測試組中的反響如何？

⊙What did the focus group come up with?調(diào)查人群有什么結(jié)果？

⊙The size of the market indicates a large potential sales volume.市場規(guī)模顯示一個巨大的潛在銷售量。

⊙Our new products have been very successful in our test market.我們的新產(chǎn)品在測試市場大獲成功。

產(chǎn)品定價和商業(yè)化推廣（product pricing and commercialization）

在初期的測試結(jié)束后，要初步計算產(chǎn)品的成本和盈利，結(jié)合市場預(yù)計價位。首先在一定的市場范圍內(nèi)對產(chǎn)品試銷（an initial run），根據(jù)試銷的結(jié)果來判斷消費者的接受程度（customer acceptance）。如果和預(yù)期結(jié)果相去甚遠(yuǎn)，則認(rèn)真分析原因并改進(jìn)；如果與預(yù)期結(jié)果相差無幾或更好，則通過廣告等促銷手段大規(guī)模推廣。

⊙The initial run in the test market turned out high customer acceptance of our product.

我們的產(chǎn)品在測試市場的試銷得到了消費者的高度認(rèn)可。

⊙When the returns start coming in from our test run, we can start planning for a wider distribution.

當(dāng)我們的試銷反饋結(jié)果逐步傳遞進(jìn)來時，我們可以開始計劃擴(kuò)大分銷。

⊙Here's the report from the product launch.Everything looks good.這兒有我們的產(chǎn)品投放報告，看上去都還不錯。

總結(jié)

新產(chǎn)品的研發(fā)不可能是橫空出世，而是腳踏實地的結(jié)果。SWOT分析法有助于研究構(gòu)思的可行性。從構(gòu)思轉(zhuǎn)化為產(chǎn)品不能閉門造車，而是要請專家和消費者代表共同分析并預(yù)計銷售情況。市場推廣不能是斷然冒進(jìn)，而是要在小范圍內(nèi)試銷，根據(jù)結(jié)果不斷調(diào)整。總之，新產(chǎn)品研發(fā)只有步步為營才能步步為“贏”。

Words　單詞表

brainstorm頭腦風(fēng)暴，集思廣益

competition競爭，比賽

competitive競爭的，競爭性的

develop發(fā)展，開發(fā)

excellent優(yōu)秀的，卓越的

expect期待，預(yù)期

industry工業(yè)的，行業(yè)的

interrupt中斷，打斷

latest最新的，最近的

mock-up模型

potential潛在的

prototype原型，雛形，樣品

strategy戰(zhàn)略，策略

substantial實質(zhì)的，大量的

trade show貿(mào)易展

Phrases　短語表

current trend當(dāng)前趨勢

customer acceptance客戶認(rèn)可/接受性

fall apart四分五裂，崩潰

focus on集中精力到……

get an inside look深入了解

Here's the thing情況是這樣的，關(guān)鍵是……

higher purpose更高目標(biāo)

initial run首輪發(fā)行，初始運營

market share市場份額，市場占有率

product launch產(chǎn)品投放市場，產(chǎn)品上市

sales volume銷售量，營業(yè)額

reach a market迎合一個市場

SWOT（優(yōu)勢，劣勢，機(jī)會，威脅）綜合對比分析法

test group試驗組

to start with首先，第一

work the bugs out（of sth）攻克難關(guān)，克服困難

test market測試市場，試銷市場

實景對話1

A：How did the mock-up do with our test group?

B：Well, the mock-up went well with the test group, but later with the initial run in the test market, there was a low customer acceptance of our product. So that means feedback from the consumer sources tells us that our product may not be as marketable as we had hoped.

A：What exactly did the focus group come up with?

B：Here's the thing, both the focus group and preliminary trials indicated our product would be successful in reaching our target market. It wasn't until the initial run that things started to fall apart.

A：Could it be a problem with our test market?Are you sure it was a representative market?

B：That's worth looking into I think……

A：Is that the prototype there?

B：Yeah, it is……Do you want to take a look?

A：Sure, let me see it for a second. Hmm……How are our target customers going to benefit from this product?

B：According to the focus group, the target consumer showed great interest in this version……

A：Is the manufacture of this product technically feasible?

B：Our engineering team thought so……I really hope we can work the bugs out of the test market. I'd really like to see this project be a success.

A：實體模型在測試組中的反響如何？

B：模型在測試組中反響良好，但隨后在首輪發(fā)行中，客戶對我們產(chǎn)品的接受度很低。那就是說，來自客戶的反饋信息表明我們的產(chǎn)品沒有我們預(yù)期的那樣受歡迎。

A：那調(diào)查人群有什么結(jié)果？

B：問題就在這兒，調(diào)查和前期試銷都表明我們的產(chǎn)品將會在目標(biāo)市場上大受歡迎。但一進(jìn)入首輪發(fā)行事情就開始急轉(zhuǎn)直下了。

A：是我們的測試對象沒有選對嗎？你們肯定它是一個典型的市場嗎？

B：我想這要好好了解一下……

A：產(chǎn)品雛形在嗎？

B：是的，在。你想看看嗎？

A：當(dāng)然，讓我看一下。嗯……這個產(chǎn)品怎么讓我們的目標(biāo)消費群受益呢？

B：來自調(diào)查人群的結(jié)果是，目標(biāo)消費群體對這個版本表現(xiàn)出極大的興趣。

A：這個產(chǎn)品的制作在技術(shù)上可行嗎？

B：我們的工程團(tuán)隊認(rèn)為可以……我真希望我們能克服試銷市場出現(xiàn)的困難，我很希望這個項目能夠成功。

實景對話2

A：To gain more of the market share, we need to focus on new product development. Our strategy is to develop quality and competitive products.What kind of ideas do you have for me?Let's do a little brainstorming.

B：We can get an inside look at what the current trends are by doing some basic research.

C：Take a look at what the competition's doing. That's always a good way to come up with new ideas.

D：We've already gotten a lot of good ideas from the industry trade show.

A：That's good to start with……Let's do a SWOT……What are our strengths?

E：Sorry to interrupt your meeting, but I thought you'd be interested in the results of our latest product launch. Here's the report from the product launch.Everything looks good.Our new products have been very successful in our test market.

A：That's excellent news！What kind of profit can we expect?

E：The size of the market indicates a large potential sales volume so our potential profit on this one is quite substantial.

A：為了爭取更多的市場份額，我們需要集中精力到產(chǎn)品的研發(fā)上。我們的策略是發(fā)展高質(zhì)量并有競爭力的產(chǎn)品。你們都有什么想法？讓我們共同探討一下。

B：我們可以通過一些基礎(chǔ)調(diào)研來深入了解目前的趨勢。

C：可以看一下我們的競爭對手在做什么。那通常是產(chǎn)生新想法的有效途徑。

D：在行業(yè)貿(mào)易展上我們已經(jīng)得到了很多的好想法。

A：這是一個很好的開始……還是用SWOT分析法吧……我們的優(yōu)勢有哪些？E：對不起打斷你們的會議，但是我想你們會對我們最新產(chǎn)品投放市場的結(jié)果有興趣。這是一份我們的產(chǎn)品投放報告，看上去都挺好的，我們的新產(chǎn)品在測試市場上取得了很大的成功。

A：真是個好消息！我們預(yù)期的利潤如何？

E：市場規(guī)模顯示銷售量潛力很大，因此我們在這個上面的潛在利潤十分可觀。