introduction to npd
Post on 06-Nov-2015
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Gii thiu chung v Thit k Sn phm 1Thit k Sn phm 1
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GII THIU CHUNG V THIT K SN PHM
WHATThit k Sn phm l g?
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GII THIU CHUNG V THIT K SN PHM
Sn phm l g?Sn phm l nhng g doanh nghip cung cp cho khch hng
+ Xe my+ t+ My mc+ Cng c+ Bn gh
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+ Bn gh+ Bt sch+ Qun o+v nhiu th khc
Sn phm l GC R ca mi CNG TY
Chic in thoi Dell Venue sn phm ca DELL (M)
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
nh ngha thit k sn phm
nh ngha ca Ulrich v Thit k v Pht trin Sn phm
C nhiu nh ngha khc nhau v thit k sn phm. Trong tp bi ging ny, chng ta dng nh ngha ph bin ca K. T. Ulrich trong sch Product Design and Development.
tp hp cc hot ng bt u bng vic nhn thc c hi th trng dnh cho sn phm, kt thc bng vic sn xut, bn v phn phi sn phm..
5Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
WHYTi sao cn hc Thit k Sn phm?
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GII THIU CHUNG V THIT K SN PHM
Vai tr ca sn phm?
Sn phm ng vai tr trung tm
Sn phm c vai tr rt quan trng, l trung tm ca mi th loi sn xut, kinh doanh. Khi ni n doanh nghip, chng ta ngh ngay n sn phm ca h. V d: Ni n Microsoft, chng ta ngh ngay n Windows, Office,
Hot ng ca doanh nghip xoay quanh sn phm
Mi hot ng ca doanh nghip u xoay quanh sn phm, bt k doanh nghip thuc th loi g: Doanh nghip sn xut hay kinh doanh.
Sn phm l then cht
Sn phm quyt nh n thnh bi ca doanh nghip. Sn phm thnh cng th doanh nghip pht trinv ngc li, sn phm tht bi s ko theo s lao ao hoc sp ca doanh nghip. V d mi nht nm2013 l cc dng my in thoi BlackBerry khin hng ny ng trn b vc.
7Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Vai tr ca cng tc thit k sn phm?
Thit k l bc u tin
Thit k sn phm l bc u tin doanh nghip xm nhp th trng hoc chim lnh th trng hoc cng c v tr v th phn ca mnh.
Vai tr then cht ca thit k sn phm
Tng t nh sn phm, Thit k sn phm c vai tr quyt nh vi thnh bi ca doanh nghip. Li l v Tng t nh sn phm, Thit k sn phm c vai tr quyt nh vi thnh bi ca doanh nghip. Li l v d v BlackBerry.
Ti sao BlackBerry tht bi?
H sai lm trong chin lc thit k v pht trin sn phm, khng nhn thc c xu hng s dngin thoi thng minh kt hp kho ng dng, chm chn trong vic a vo mn hnh cm ng kchthc ln, chm ng ph vi thay i trong th hiu ngi dng.
8Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Thit k lm nn bn sc doanh nghipThit k sn phm tt xy dng doanh nghip tr thnh biu tng
+ Apple+ Ferrari+ Lamborghini+ Dyson+v nhiu hng khc
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+v nhiu hng khc
Nhc n Apple, ngi ta ngh n thit k p v thng minh.
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
HOWThit k Sn phm nh th no?
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Tiu chun
S tay
Catalog
D liu sn phm
Ton hc
Vt l
Ha hc
C hc
Xc nh C hi
Ln tng
Hiu khch hng
To & chn mu
Sng to
Cm th
To mu
GII THIU CHUNG V THIT K SN PHM
lm thit k sn phm, cn c g?
K nng Kin thc Thng tinQuy trnh
D liu sn phm
SP cnh tranh
D liu kinh t
Kho st
C hc
Vt liu
in, in t
Tin hc
To & chn mu
Th nghim
Thit k chi tit
Sn xut th
Tng hp
Gia cng
Truyn t
11Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Cc loi hnh thit k hay gp
Revolutionary Design Sn phm hoc Cng ngh mi
hon ton. Thng l kt qu ca cc nghin cu, pht minh mang
tnh t ph, c du n ln.
Thit k Cch mngEvolutionary Design Sn phm hoc cng ngh mi a ra da trn cc sn phm, cng ngh c. Pht trin theo nhu cu ca khch hng.
Thit k Tin ha
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tnh t ph, c du n ln.
Industrial Design Nhng thit k lin quan n ngi
dng: kiu dng, b ngoi, cm nhn, cng nng, tin dng, an ton
Thit k Cng nghip
ca khch hng.
Engineering Design Nhng thit k lin quan n c l ha ca sn phm: tnh bn, chnh cc, hot ng n nh, hiu nng
Thit k K thut
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GII THIU CHUNG V THIT K SN PHM
Thit k Cch mngng c hi nc ca James Watt m ra cuc cch mng cng nghip vo th k 18. Cc v d khc
+ My bay u tin+ Tn la u tin+ Xe hi u tin
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+ Xe hi u tin+ My tnh c nhn u tin+v nhiu th khc
ng c hi nc. nh: Wikipedia
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Thit k Tin haS pht trin ca cc xe BMW dng 5 (5 series) theo thi gian. Cc v d khc
+ Cc th h in thoi iPhone+ Laptop ThinkPad dng T+ Cc phin bn ca h iu hnh
Windows+v nhiu th khc
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+v nhiu th khc
Cc xe hi BMW series 5. nh Edmunds.com
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Thit k Cng nghip IDHnh nh so snh 2 my MAC ca Apple thuc 2 th h khc nhau. Thit k cng nghip tt cho my c hnh dng p v thn thin hn. Cc v d khc
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+ Thit k tay cm dao gt hoa qu d cm hn v an ton hn.
+ Thit k my xch tay nh hn, p hn.
+v nhiu th khc
Hai chic my MAC khc nhau ln v ID. nh Wikipedia
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Thit k K thutThit k k thut lin quan n tnh ton c in, chnh xc, vt liu. Cc v d khc
+ Tnh bn cho chi tit+ La chn vt liu lm v hp gim tc+v nhiu th khc
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+v nhiu th khc
Bn v thit k k thut. nh Wikipedia
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
WHOAi tham gia Thit k Sn phm?
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GII THIU CHUNG V THIT K SN PHM
Nhng ai tham gia d n thit k sn phm?
Nhiu ngi tham gia
C nhiu ngi tham gia vo d n thit k sn phm. S lng c th ty thuc d n, t vi ngi n vi nghn ngi.
Chuyn mn a dng
xy dng, th nghim h thng sn xut, phn hi
ln tng, to dng, tnh ton c in, la chn mu,
thm d th trng, kho st khch hng, th nghim
Marketing Thit k Ch to
H c th l k s c in, kiu dng, k s xng, chuyn gia m thut, tm l, marketing, ti chnh,
3 chuyn mn chnh
3 chuyn mn tham gia nhiu nht vod n thit k v pht trin sn phm l: Marketing, Thit k v Ch to (Xng)
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phn hi thay i thit k,
chn mu, layout h thng, bn v chi tit,
th nghim sn phm,
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GII THIU CHUNG V THIT K SN PHM
OTHERSCc ni dung khc
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GII THIU CHUNG V THIT K SN PHM
Cc tiu ch nh gi d n thit k
C tnh k tha: c th dng kt qu phc v d n sau trong tng lai
Thi gian a sn phm ra th trng cn phi ngn nhanh hn
Chi ph cho khu thit k cn gi mc hp l v thp nht c th
Chi ph TK Tc K tha
Chi ph sn xut sn phm phi c tnh ton t mc thp nht nhm m
Chi ph SX
Sn phm cn c cht lng tt, hot ng n nh, chim th phn cao,
Cht lng
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tng lai tit kim chi ph, cng sc.
nhanh hn i th cnh tranh.
nht c th khng lm i gi thnh.
nht nhm m bo li nhun v h gi thnh.
th phn cao, c khch hng tin dng.
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Nhng kh khn khi lm thit k
Tha hip: trade offs
Khi thit k lun phi tha hip, cn bng, khng bao gi chn c tt c u tt
p lc cnh tranh
i ng thit k lun phi lm vic trong iu kin cnh tranh gay gt, lun phi chy ua cng i th v phi ra quyt nh trong iu kin thiu thng tin.phi ra quyt nh trong iu kin thiu thng tin.
Nhng kh khn khc
Cc nh thit k cn phi i mt vi s bin ng v cng ngh, th hiu khch hng, iu kin v m. Thit k cn l mt cng vic i hi tnh t m rt cao. Quyt nh v thit k ca mt chi tit nh nh con c vt cng c th nh hng rt nhiu n chi ph sn xut.
Mt thch thc na l cng tc thit k v pht trin sn phm lun tim n ri ro cao v kinh t do mcu t ln.
21Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Nhng iu th v khi lm thit k
Tinh thn ng i Team work
Cc nh thit k cng nhau lm vic, cng nhau sng to v hng thnh qu.
Sng to, khm ph
Bn thn thit k l hot ng mang tnh sng to, cc nh thit k c tha mn nim am m sng tov khm ph ca mnh, c thy n lc ca mnh mang li li ch cho x hi.v khm ph ca mnh, c thy n lc ca mnh mang li li ch cho x hi.
Nhng im th v khc
Do c th i ng gm nhiu chuyn mn khc nhau, nhng ngi lm thit k c c hi hc hi tnhng ngi khc.
C c hi c vic lm tt, hp dn, li cun
Nh thit k cng c ci nhn tng th hn v ton b qu trnh lm sn phm. iu ny rt c ch.
22Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Quy m ca d n thit k sn phm
Tuc n vt
Sn lng 100 nghn ci/nm; gi bn 5$/ci; nhm nghin cu vi ngi; ph nghin cu: 150 nghn US$
My in vn phng
My in vn phng (HP): Sn lng 4 triu ci/nm; gi bn 130$/ci; nhm nghin cu > 100 ngi; ph nghin cu: 50 triu US$nghin cu: 50 triu US$
My bay dn dng
My bay Boeing 777: Sn lng 50 ci/nm; gi bn 260 triu US$/ci; nhm nghin cu > 10,000 ngi; ph nghin cu: 3 t US$
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Kt lun v quy m
Cc d n thit k sn phm c nhiu quy m, t rt nh n rt ln.
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Quy m ca d n thit k sn phm
Nhiu quy m khc nhau
Cc d n thit k sn phm c nhiu quy m, t rt nh n rt ln.
STT Project Sn lng Gi bn Nhm TK Chi ph TK
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1 Tuc n vt 100,000 ci/yr 5 US$/ci vi ngi 150,000 US$
2 My in vn phng4,000,000
ci/yr 130 US$/ci hn 100 ngi50,000,000
US$
3 My bay dn dng 50 ci/yr260 triu US$/ci
hn 10,000 ngi
3,000,000,000 US$
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Quy m ca d n thit k sn phm
Li ch khi hc Thit k Sn phm
Cc bn t in vo bn di
STT Li ch khi hc Thit k sn phm vi cc i tng khc nhau
1 Vi k s
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1 Vi k s
2 Vi sinh vin
3 Vi doanh nghip
4 i tng khc, xin ghi
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
Ni dung tp bi ging Quyn s I
STT Tn bi hc
M u T duy thit k v ng dng (Design Thinking)
Bi ging 1 Gii thiu chung v thit k sn phm (Introduction)
Bi ging 2 Qu trnh thit k sn phm & xy dng i ng (NPD Process)
Bi ging 3 C hi kinh doanh & pht trin tng (Idea Development)
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Bi ging 4 Kh thi ha tng & lp k hoch (Product Planning)
Bi ging 5 Kho st ngi dng (Customer Insights)
Bi ging 6 Xc lp thng s k thut ca sn phm (Product Specifications)
Bi ging 7 To mu concept sn phm (Concept Generation)
Bi ging 8 Chn v ti u ha concept (Concept Slection)
Bi ging 9 Th nghim concept (Concept Testing)
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
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GII THIU CHUNG V THIT K SN PHM
Ni dung tp bi ging Quyn s II
STT Tn bi hc
Bi ging 10 Kin trc sn phm (Product Architecture)
Bi ging 11 Thit k cng nghip (Industrial Design)
Bi ging 12 Thit k cho ch to (Design for Manufacturing DFM)
Bi ging 13 Thit k cho mi trng (Design for Environment DFE)
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Bi ging 14 To mu sn phm (Prototyping)
Bi ging 15 Thit k bn vng (Robust Design)
Bi ging 16 Hch ton kinh t (Product Development Economics)
Bi ging 17 S hu tr tu - Bn quyn sn phm (Intellectual Properties)
Bi ging 18 Qun l d n thit k sn phm (Project Management)
Son theo gio trnh Product Design and Development ca Ulrich & Eppinger These lecture notes are for in class internal use only. DO NOT copy
GII THIU CHUNG V THIT K SN PHM
THANK YOU
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