【作者】 刘强；

【导师】 李映洲；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2014， 硕士

【摘要】 产品开发或新产品开发是企业最重要的活动之一,是企业得以不断发展创新,获取和保持竞争优势的重要手段。鉴于产品开发活动如此重要,企业无不投入大量的时间和资源进行产品开发。然而,产品开发又是一项很复杂的活动,一个产品开发项目可以分为十三个阶段,涉及企业的方方面面,从最高管理层到销售、市场、生产、财务、企划等各个部门,而不仅仅是研发部门的事情。如此复杂的活动,必然要求有缜密的管理,然而,有相当一部分企业的大部分产品开发项目仅仅停留在管理层拍脑袋,研发部门做研发,根本就没有其他部门的参与,最后以失败告终;有些公司错误地估计一项开发的潜力;有些开发项目由于运用了错误的方法,一开始就注定要失败。这些,都说明了一个道理—产品开发需要有更好的方法和管理。作为快速消费品行业,饼干企业对产品开发或新产品开发的要求更加迫切和重要。本文以卡夫食品(上海)公司为研究对象,以下简称卡夫上海,它是卡夫食品在中国的一家子公司,隶属卡夫食品(中国)企业管理咨询公司,通过对卡夫上海的新产品开发系统进行细致、深入的调研以及分析卡夫上海的新产品开发特点,指出卡夫上海公司在新产品开发所存在的问题。然后针对这些问题,应用产品生命周期等理论,运用定性分析及定量计算等方式,提出了针对卡夫上海新产品开发一系列改进策略及实施方法,如阶段门模型、产品开发漏斗模型、6西格玛、DFMEA(设计失效模式及后果分析)以达到提高企业新产品开发的成功率与效率、缩短产品开发周期、降低开发成本,增加企业经济效益。通过对卡夫上海新产品开发流程优化策略研究表明,在企业的新产品开发过程中,利用阶段门模型及产品开发漏斗模型、精益制造等方法来实现整合优化以及后续地不断改进,既可以帮助企业提高整体效率,又可以帮助企业充分配置各种资源。对卡夫上海而言,本文的研究不仅仅对新产品开发体系的管理具有实际指导意义,同时其研究思路、方法和结果对其他的制造型企业的新产品开发的改进也具有一定的参考价值。更多还原

【Abstract】 Product development or new product development is one of the most important activities in the enterprise.It is a significant means to obtain and maintain the competitive advantage and to promote the continuous development and innovation of enterprises.Given this situation,all enterprises invest huge amounts of time and resources in product development.However,product development is a very complicated activity.It can be divided into thirteen phases.Moreover,it is not just a matter of research and development department.It is involved in every aspect of enterprises,including top management,departments of sales,production,finance,planning and so on.Rigorous management is an inevitable demand because of its complexity.But when they are doing a product development project,quite a number of enterprises are resting on the stage of management patting heads,the research and development department researching and no other departments involved in.And there are also some enterprises improperly estimating the project’s potential or using the wrong methods,doomed to fail from the start.All of these cases illustrate a truth:product development needs better methods and management.And this is highly urgent and important for biscuits enterprises,as a member of the fast-moving consumer goods industry.Kraft Foods Corporate Management(Shanghai)Co.,Ltd(hereafter referred to as Kraft SH),the research object of this article,is a subsidiary corporation,attached to Kraft Foods Corporate Management(China)consulting Co..After detailed and in-depth research,and analysis of its characteristics,the problems of Kraft SH’s new product development system are pointed out in this article.Then aimed at these problems,with the theories of product life cycle and the new product development strategy,qualitative analysis and quantitative calculation,a series of improvement strategies and implementation methods,are put forward to enhance the success rate and efficiency,to shorten the product development lifecycle,to reduce development costs,and to increase enterprises economic benefits.Those improvement strategies and implementation methods include stage-gate model,funnel-shaped model,pilot study,measures for the common mistakes during the new product commercialization,lean manufacturing and so onThe research on the optimization strategy of new product development process indicates that to achieve the integrated optimization and continuous improvement with the system methods,such as stage-gate model,funnel-shaped model,lean manufacturing and so on,are very effective to both enterprise overall efficiency and fully use of the resources.As for Kraft SH,the research of this paper is more than a practical guide to the management of new product development system.Meanwhile,the research thoughts,methods and conclusions all have certain value for reference to other manufacturing enterprises.更多还原