市场需求快速转换下V公司产品开发瓶颈研究

发布时间：2018-05-25 15:39

本文选题：需求设计 + $APPEALS模型　；参考：《华南理工大学》2015年硕士论文

【摘要】：现如今在飞速发展的外向型市场经济体制下,市场需求已不再是以往周期性的变化,随着大数据、云计算、互联网、信息智慧化时代的到来,技术创新、更迭日新月异,对于社会产生的价值越来越大,差异化竞争白热化。如何准确、快速的把握住瞬息万变的市场需求,需要通过构建一套有效的流程体系和工具方法。所以产品需求设计环节一直是产品研发项目管理的核心,同时也是产品研发成功转化市场需求、实现需求关键要素的瓶颈。如何能够快速应对市需求快速变化,应对前所未知的竞争,不断推陈出新使企业产品持续满足市场需求,都已成为现代企业亟待思考和需要解决的问题。本文以V公司应对市场需求快速变化下的产品研发设计工作为研究背景,通过对V公司原有的市场需求管理与产品需求设计现状进行分析,总结出产品创新与竞争力提升方面存在的瓶颈和问题。提出对影响产品创新开发的前端市场需求关键要素进行流程和方法改进的必要性与可行性。通过借鉴业绩最佳需求管理与设计流程、技术方法的构建,进行科学、高效的产品开发需求设计管理、挖掘,提炼出能够提高产品差异化竞争能力、使客户满意的需求。然而,产品开发过程始终存在着一些基本的条件,当这些条件没有达到时,所谓的产品需求设计、开发是很难获得成功的。而这些基本的条件是由顾客需求的非对称性和动态性所决定的,因此研究客户真实需求的层次(客户需求关键要素)有助于我们进一步完善新产品的开发过程。本文将结合企业实际产品需求设计开发过程中遇到的此类问题着手,总结和分析影响客户需求快速转换的关键瓶颈与核心因素,通过流程、方法、工具进行管理和监控,并对产品需求设计与研发过程控制的实施效果进行评价。在技术上,利用$APPEALS产品需求设计与差距分析模型分析客户需求关键要素,结合KANO模型、AHP层次分析法进行需求矩阵式计算权重并分类,识别出客户真正所想要购买的产品究竟具备的功、性能或其他要素,并通过筛选、权重优先级排序,方便产品开发部门进行产品开发原型、架构的快速定位。在应用效果上,利用统一需求管理IT平台,实现多渠道、多维度、过程评审等综合集成和便捷、友好的操作方式,辅助需求管理人员能够快速、高效的采集到前端客户需求,提高了决定需求成功转换成产品的效率,改善了需求获取时效性、客观性。
[Abstract]:Nowadays, with the rapid development of export-oriented market economy system, market demand is no longer a cyclical change in the past. With the arrival of big data, cloud computing, Internet, information wisdom era, technological innovation, change with each passing day. The value of the society is getting bigger and bigger, and the competition of differentiation is becoming more and more intense. How to grasp the rapidly changing market demand accurately and quickly needs to construct an effective process system and tool method. Therefore, product demand design is always the core of product development project management, and it is also the bottleneck of successful transformation of market demand and realization of key elements of product development. How to quickly respond to the rapid changes of market demand, cope with the unknown competition before, and make the products of enterprises continuously meet the market demand, has become an urgent problem to be considered and solved by modern enterprises. Based on the research background of product development and design in response to the rapid change of market demand, this paper analyzes the current situation of V Company's original market demand management and product demand design. The bottleneck and problems in product innovation and competitiveness promotion are summarized. The necessity and feasibility of improving the process and method of the key elements of the front-end market demand which affect the product innovation and development are put forward. Through drawing lessons from the best performance demand management and design process, the construction of technical methods, scientific and efficient product development demand design management, mining, refining can improve the competitiveness of product differentiation, customer satisfaction needs. However, there are still some basic conditions in the product development process. When these conditions are not met, it is difficult for the so-called product requirement design and development to succeed. These basic conditions are determined by the asymmetry and dynamics of customer demand. Therefore, studying the level of customer's real demand (the key elements of customer demand) is helpful for us to further improve the development process of new products. This paper begins with the problems encountered in the process of designing and developing the actual product requirements, summarizes and analyzes the key bottlenecks and core factors that affect the rapid transformation of customer demand, and manages and monitors them through the process, methods and tools. The effect of product demand design and R & D process control is evaluated. Technically, using APPEALS product demand design and gap analysis model to analyze the key elements of customer demand, combined with KANO model AHP analytic hierarchy process to calculate the weight of demand matrix and classify it. Identify the work, performance or other elements of the products that customers really want to buy, and through screening, weight priority ranking, product development department to facilitate product development prototype, the rapid positioning of the architecture. In application effect, using unified demand management IT platform to realize comprehensive integration, convenient and friendly operation mode, such as multi-channel, multi-dimension, process review and so on, assist the requirement manager to collect the front-end customer demand quickly and efficiently. It improves the efficiency of determining the successful conversion of demand into products, and improves the timeliness and objectivity of demand acquisition.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F273.2

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