论文部分内容阅读
1、走访顾客 不要仅仅因为设计部门喜爱某种新技术就去开发某种新产品。从设想到出厂的每个阶段都应该去征求用户们的意见。 苹果计算机公司于1993年投入2亿美元开发研制小型黑色办公室用计算机,并把当时已采用过的深受设计部门青睐的十分先进的激光驱动软盘融进了设计。但是,这种定价为1万美元的计算机遭到了失败。原因何在?对于一般用户来说,激光软盘驱动器尽管性能优异,但很难与其他计算机转换,该机即使在打折扣后仍太昂贵,而工程师则喜欢办公室计算机工作站。行内人士认为,如果该公司能多听取顾客们的想法并采用较为标准的技术的话,这种小型计算机还是可能成功的。
1. Visiting customers Don’t just develop a new product because the design department loves a new technology. From the idea to the factory at each stage, they should solicit the opinions of the users. In 1993, Apple Computer invested US$200 million in the development of small black office computers, and incorporated the highly advanced laser-driven floppy disk that had been adopted by the design department. However, this 10,000-dollar computer failed. What are the reasons? For the average user, the laser floppy disk drive, despite its excellent performance, is difficult to convert with other computers. The machine is too expensive even after being discounted. Engineers prefer office computer workstations. Insiders believe that if the company can listen more to the customers’ ideas and adopt more standard technologies, this small computer may still be successful.