Introduction to NPD

Gii thiu chung v Thit k Sn phm 1Thit k Sn phm 1

GII THIU CHUNG V THIT K SN PHM

WHATThit k Sn phm l g?

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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


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


WHYTi sao cn hc Thit k Sn phm?

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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.



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.



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.



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


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



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



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



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



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



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



WHOAi tham gia Thit k Sn phm?

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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,



OTHERSCc ni dung khc

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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.



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.



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.



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.




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$




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



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)



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)



THANK YOU

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Documents

Introduction to NPD