英语翻译2.2 Process:According to Kotler,eight stages are involve

英语翻译
2.2 Process:
According to Kotler,eight stages are involved in the new product development process:idea generation,screening,concept development and testing,marketing-strategy development,business analysis,product development,marketing testing,and commercialisation.The purpose of each stage is to determine whether the idea should be dropped or moved to the next stage.Many companies use the stage-gate system to manage the innovation process.The gatekeepers make one of the four decisions:go,kill,hold,or recycle.
 Consumer understanding is “the heart and start”.During the whole process,understanding to the consumers and market is always essential.It is needed to recognise that NPD is a process,not a single activity.
 Integrate NPD process with other marketing activities; connect NPD process with positioning and differentiation strategies.
 “Technology driven” products must pass through marketing test and consist with consumer needs.Marketing orientation is always critical NPD practice.
 The participation of marketing department should be encouraged and ensured in all the stages of the NPD process.
 Link NPD ideas to the Product Life Cycle.
 Consider all the stages of consumer adoption process and those factors influencing the adoption process.
2.3 Organisational structure
An organizational requirement for the success of NPD is the creation of particular organizational structure,which ought to have certain generic characteristics.
 The project organization must ensure that the progress of the NPD project will not be negatively affected by daily routines and/or departmental influences.
 People who are specifically assigned to the NPD team should have enough time to work on the project and that the project leader has access to team members from other departments.
 The NPD team should be cross-functional.Cross-functional project teams encourage inter-functional communication and co-operation,and as a result can contribute to the resolution of possible interface problems.
 The project leader has an important role to play.She or he must have the necessary qualifications and sufficient know-how,and be able to devote her/himself sufficiently to the project.
 Substantial autonomy for the NPD team has a positive influence on team performance and on the success of the NPD project.
 The team ought to have responsibility for the whole NPD process rather than just for parts of it.This fosters motivation and commitment of the team members.
2.4 Organisational culture
In order to ensure the success of NPD,an innovative culture should be set up,in which innovation is encouraged and supported throughout all levels of the organization,in which innovative individuals are engaged in new product development.


工艺:
根据八个阶段,参与新产品开发过程:创意的产生、筛选、概念的开发和测试,marketing-strategy开发、业务分析、产品开发、营销测试,和商业化.每个阶段的目的是为了决定是否应该放弃这个想法或移动到下一个阶段.许多公司利用阶段-关卡系统管理创新的过程.守门的四连胜,说:“你回去,杀死,举办或循环.
了解消费者是“心开始”.在整个过程中,了解消费者和市场一直是必不可少的.这是必须认识到,NPD是一个过程,而不是一个单一的活动.
新工艺和其他整合营销活动的过程中,连接和定位和新策略.
“技术”产品必须通过测试,包括市场和消费者的需求.市场定位总是关键技术训练.
的市场部门的参与应鼓励所有的阶段,NPD过程.
新观念联系产品生命周期.
考虑到所有的阶段采纳过程和消费者收养的影响因素.
23组织结构
一个组织要求的是创造成功的组织结构,特别应该有一定的一般特征.
这个项目组织必须确保进度的技术将不会产生负面影响了日常的课程和/或部门的影响.
那些有着明确分到NPD团队应该有足够的时间来做这个项目,项目负责人有权团队成员与其他部门.
团队应该NPD跨职能.跨部门的项目团队鼓励inter-functional的交流与合作,并因此能够有助于解决问题的方法.
这个项目领导中扮演重要角色.她或他必须具备合适的条件和足够的知识,并能充分地投入她自己的项目.
实质性的自主性产生了积极的影响,NPD队上的表演,在成功的新项目.
团队应该负责整个NPD过程,而不是为它的一部分.这种漫不经心的动机和承诺的团队成员.
24组织文化
为了确保成功的,应树立创新文化中,创新是贯穿所有级别的鼓励和支持下,在组织的创新个人从事新产品的开发.