新产品定义的动态管理模式

The Mode of Dynamic Management on New Product Definition

21世纪的企业所面对的市场形态正经历着深刻的变化 ,需要重新调整其产品定义管理模式 ,以适应变化了的市场形态。动态新产品定义的概念正是在这一背景下产生的。它是一种管理观念的突破 ,预示着管理重心的转移。它强调对未来市场需求与技术的识别而非对现实产品需求的详细把握 ,强调对产品结构框架的明确而非过早地明确产品构成细节 ,强调管理变化本身而非定义本身 ;它强调对定义过程中风险的控制和尽可能推迟产品定义冻结的时间而非越早确定产品定义越好。

In the 21's century,the pattern of markets that enterprise faced with has been changing deeply,so it is necessary to regulate the model of product definition management,in order to match with the change of market pattern. On this back ground,the concept of dynamic product definition is brought out. It is a breakthrough on management idea,and means the change of management focus. It emphases to identify the future market needs but do not to control the details of existing product needs. It emphases to definite product structure frame work but do not to definite the detail of product constitution. It emphases to manage the change,but not the definition itself. It emphases to control the risk in the definition course and retard the time of product definition as much as possible,but not to identify product definition as soon as possible.