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SQL公司新产品开发流程再造_MBA硕士毕业论文DOC

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文本描述
摘要
1
ABSTRACT 3
第1章绪论
5
1.1祝究背景
5
1.2研究的目的和意义
6
1.3研究思路与框架结构
7
1.4研巧方法 8
1.S论文创新点
9
第2章相关文献综述
10
2.1流程再造理论
10
2.2新产品开发管理模式
11
2.3 C公司新产品开发流程
16
第3章SQL公司新产品开发面临的问题
20
3.1产品战略方面的问题
20
3.2新产品开发执行方面的问题
23
3.3新产品开发流程本身的问题
26
第4章SQL公司新产品开发流程再造
29
4.1 SQL公司产品战略的明确
30
4.2新产品开发流程设计
34
4.3市场推广和后市场开发流程的建立
40
4.4新产品开发流程再造成果
44
第5章SQL公司新产品开发流程再造的实施评巧
46
5.1流程再造成功实施的关键因素
46
5.2流程再造实施效果评估
47
5.3新产品开发流程的巩固和持续改进

第6章研究结论与展望
58
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6.1研究结论 58
6.2研究展望 59
参考文献
61
致 谢
64
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CONTENTS
Abstract
1
Abstract in English
??????
?????
3
Chapter 1 Introduction
????■5
1.1 Research background
5
1.2 Research objective and significance
6
1 JRreseach guideline and frame structure
7
1A Research method
8
1.5 nnovation points
9
Chapter 2 Related literature review
10
2.1 Business process reengineering theory
10
2.2 New product development management model
11
2.3 New product development process in C company
16
Chapter 3 SQL new product development status and issue
20
3.1 Issue for SQL product strategy
20
3.2 Issue for SQL new product development execution
23
3.3 Issue for SQL new product development process
23
Chapter 4 SQL new product development proce巧 optimization. ??????????
29
4.1 Definite SQL product strategy
30
4.2 New product development process redesign
34
4.3 Set up market promotion and aftermarket development standard process
40
4.4 New product development process reengineering achivement"..
44
Chapter 5 SQL new product development process reengineering execution and
evaluation
46
5.1 Key elements for reconstruction process
46
5.2 Process Kcontmction execution and evaluation
47
5.3 New product development proems consolidation and continouse improvement 57
Chapter 6 Research conculsions and prospects
58
6.1 Reserach Conclusions
58
6.2 Research outlook..
59
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References
?????
???????????????
???????? 61
Thanks
?????????? 64
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摘要
S化有限公司是国内重要的工程机械制造商,主要产品有装载机、推止机、压
路机、平地机等。在21世纪初被美国C公司收购后,开始吸收并采用了 6西格玛、
产品管理体系、口径管理等先进的新产品开发体系和流程,依托C公司的技术和
投资,在产品研发能力、制造技术和产品质量等方面都取得了显羞的提高。S化公
司iU生产中端产品为主,竞争对手为国内大型的工程机械制造商,要求对市场需
求把握能力强,产品更新速度快,但是,S化公司采用C公司的新产品开发管理模
式,与国内竞争对手相比,该公司的新产品开发流程过于繁琐,开发周期长、成
本高,导致新产品推向市场的速度明湿落后于竞争对手。
本课题W C公司先进的新产品研发管理流程为基础,(^ S化新产品研发项目
为背景,对S化公司的中端产品的新产品研发流程再造,建立一整套适合S化公
司的新产品开发流程,从而缩短产品研发周期、节省研发资源、降低研发成本,
并1^^标准化的项目管理流程对产品的整个生命周期进行管理,来满足客户的需求,
提升公司产品的竞争为。
首先,分析了新产品开发管理方法、流程再造理论与方法,确定差异化的新
产品研发项目口径管理作为S化公司新产品开发项目管理的技术手段。
其次,结合装载机行业特点、发展趋势和S化公司的产品战略,WS化公司
装载机新产品开发项目为背景,对开发流程中的重要环节进行深入分析和评估,
运用新产品开发管理方法和流程再造理论,对新产品的输入、管理流程、产品推
广和后市场开发等进行了设计,形成了更加活合洗L的新产品开发流程。
然后,现在用户的需求多样化,要求的服务更加快速、专业,用户第一次购
买到重复购买很大程度上取决于服务的专业性和及时性。通过新产品开发流程再
造,SCIL公司将新产品市场推广和产品支持纳入到新产品开发流程中,对产品培
节1|、配件供应和储备、服务培训、后市场开发等流程进行了重新设计,建立了市
场推广和后市场开发的流程,将新产品的蒋点、优势准确有效通过经销商传递给
用户,使用户真正认识到产品的优势并购买,从而产生经济效益。
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最后,W S化公司重载装载机产品研发项目为依托,实施再造的新产品开发
流程,并从开发周期、开发成本和开发质量等方面进行评估。
综上所述,!^差异化的新产品开发口径管理为基础,对S化新产品开发项目
进行流程再造具有重要的实际意义。它W市场为导向,确保开发的新产品能满足
客户真实需求;缩短新产品的开发周期,降低成本;关注后市场开发,给客户提
供超值服务同时,提升企业的核也竞争力。
关键词;新产品开发;口径管理;市场推广;后市场开发
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Abstract
SQL is one e打gineering machi打ery manufacturer. Its products include Wheel
Loader, Bulldozer, Motor Grader. In tihe early of 21th century, SQL has become a
wholly owned subsidiary of C company which locates in U.S. After this,SQL
introduces some advanced management models of C company, like 6 Sigma, CPS, new
product development gateway management etc. Leveragin呂 C company,s 化chnical
advantage,SQL desig打 capability, manufacturi打g l;echnology capacity,product quality
have witnessed a great development. SQL is positioni打g to compete with China
domestic medium industry manufacturers, and its products are mainly sold to domestic
market and developing countries. This requires SQL to understand market demand
precisely and deliver new product rapidly. However,SQL uses its mother company 打ew
product development process, and results in long research and development circle at a
high cost, which make SQL fall behind its competitors.
Referring mother company,s advanced new product research and development
management process,this paper tries to reconstruct new product research and
development process for SQL medium product by se行ing up a whole set of 打ew product
research and development process which will be suitable for SQL^s situation. The new
process aims to shorten product development circle, save resources, reduce research
cost and set up standard project management process to manage the whole product life
cycle, so that customer demand can be well fulfilled with great company competition
capaWlityimprovementasweU.
Firstly, by analyzing new product development management theory and methods,
business process reengineering methods, customized new product development project
gateway management has been decided to be used as actual l;echnical methods for SQL
打ew product development.
Secondly,consideri打g wheel loader industry features, development trends,and
SQL product strategy, taking SQL wheel loader development project as an example,
every key link of the product development process has been deeply analyzed and
evaluated. Busi打郎s Process 民econstmction theory and new product management
method has been used o打打ew product introduction, voice of customer input,go to
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market plan,aftermarket development, and process management etc 化 develop a more
suitable process for new product development in SQL,
Thirdly, customers have different and unique requirement, they expect to enjoy
more professional and speed service, and this would be the first buying criteria. By new
product development reengineering, SQL integrates prodcut go-to-market plan and
aftermarket development into new product development process, design the product
training, parts stock and supply, service training and aftermarket development.化 is
important to ensure that dealers and customer understand SQL new product benefits and
take SQL product as preferred purchasing ceteria.
At last, taking SQL heavy duty wheel loader development project as
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