在经济全球化高速发展的今天,新产品的开发成功与否,直接决定了企业生存和发

展。不断地成功开发新产品,不仅可以使企业创造新的利润增长点,而且能使企业更好

的适应市场的变化,提高竞争优势,在优胜劣汰的经济长河中,长往常青,茁壮成长,

成为具有历史传承的百年老店。

许多的著名跨国公司,都具有强大的新产品幵发能力。成功开发出一种能够被市场

广泛接受的新产品,可以在很大的程度上改善一个企业的市场竞争现状,尤为重要的是,

企业由此而获取巨大的利益,从而加强其持续开发的能力。一个明显的例子就是苹果。

在公司每况愈下的情况下,公司集中精力幵发了数码音乐播放系统Ipod,为公司以后的

大获成功奠定了基础,帮助公司跨出传统的PC,进入一个新的领域,后来的Iphcme手机

也就水到渠成,帮助公司获取巨额的利润,进而反哺PC,为公司Macbook和Ipad的重塑

辉煌奠定基础。

新产品开发不是完全一帆风顺的,当然也是有风险的,失败率也非常的高,并且成

本是巨大的,有的甚至可能断送企业的命运。著名的铱星计划就是这样的一个例子。当

摩托罗拉公司费尽千辛万苦的在经历10年的努力,把铱星投入商业使用时,命运却和他

们开了一个大大的玩笑。价格更为低廉的传统的手机已经完全的占领了市场,由于无法

形成稳定的客户群,使得铱星公司出现巨额亏损,后来不得不进行破产保护,并终止铱

星服务。

UA作为跨国大型科技企业,同样面临新产品的幵发许许多多的挑战,不仅仅是传统

意义上的技术原因,更多的来自于市场变化和企业的内部协同作业。它不但包括新产

品开发前期的积累,也包括产品过程的控制;不但有技术的创新,也有市场的创新。新

产品的幵发是一门科学,许多的企业都有自己的新产品幵发的成功经验和独特方法,也

有一些值得总结的失败得教训,是在如何在总结成功的经验和失败的教训的基础上,建

立一个适合UA事业部的方法,提高企业的新产品幵发的成功率,这是本文的基本目的。

关键词:新产品开发;过程控制;技术创新;市场创新

第II页
华东理工大学硕士学位论文

How to Improve Efficiency of New Product Development

Abstract

Nowadays, global economy develops so fast,the success ratio of new product

development is decided the company can serve or not. To develop new product consistently, it

is not only to make company find more benefit but also to make company adapt the

development of the market,help company improving the competence to be a long history firm

in the situation.

A lot of muti- national companies have very strong capacity on new product

development. It is helpful to make a company improving competence in the market if they can

develop a product which is widely accepted by the market. More importance is that it makes

the company can earn lots of money, means that company can enhance research team further,

e.g., Apple is such company. They concentrate the all of effort on the digital music system

even at very critical condition. It helps apple enter a totally new area from a PC company after

it is successful. Also Ipod can be a demo to the iphone, all of new innovation product bring

huge profit for Apple. Based on that, Apple can invent more money to develop new PC & Pad,

which keep Apple stay at the top of the technical companies in the world.

New product development can't be success all the time. There is a risk behind it. The

percentage of failure is quite high and the cost is huge as well. Sometimes, it may make a

company bankrupt. One of well-known case is the Iridium star invented by Motorola.

Motorola spend 20 years to get it commercialization, however, the fact give them a big

surprise. A low cost traditional cell phone has been occupied whole market. Due to lack of

stable customer source, Motorola lose lot of money and have to stop the business.

We always face many challenges during new product development process. It is not only

because of traditional technical issue but also because of marketing change and internal

cooperation. It is including initiating a process of new product development, product control,

technical innovation and marketing innovation. New products development is ology of

management system. Many companies have their own unique experience and method on it.

And also have lots failure case which can help us to learn from it. We try to build up a

standard way to our company on how to improve their efficiency on new product

development based on so many experiences. It is the reason why I do the lecture.

Key Words: New product development; process control; technical innovation; marketing

innovation