【产品开发】北邮国际学院大二下期末复习

产品开发和企业管理一样，背+理解ppt就完事了，也是只考一半，下面是21年考的范围的内容，文末有思维导图，要是不怎么清楚私信我。

Topic 6 – Innovation

定义

Innovation: Innovation is the management of all the activities involved in the process of idea generation, technology development, manufacturing and marketing of a new (or improved) product or manufacturing process or equipment.

创新是指对新（或改进）产品或制造的创意产生、技术开发、制造和营销过程中所涉及的所有活动的管理工艺或设备

Invention: creation of something new/new idea or the formulation of new ideas for products or processes.

发明：创造一些新的想法，或制定产品或工艺的新想法

两者不同Difference of invention and innovation: An invention can still become an innovation even if it is unsuccessful, provided it made it to the marketplace.

一项发明即使不成功也可以成为一项创新，只要它能进入市场。

e.g., Sinclair C5 car

创新特点：

Process from idea generation to commercialization从想法产生到商业化的过程

The adoption of change, 变化的采用

Radical change in traditional ways vs. incremental change, 传统方式的激进变化与增量变化

New device or something new to society新设备或社会新的东西

创新的两大类：Product (or service) innovation  Process Innovation

还有一些：Organisational innovation, Management innovation, Production innovation， Commercial/marketing innovation, Service innovation

产品创新优点（7点）
Increased market share增加了市场份额

Public relations – e.g. news coverage公共关系-例如。新闻报道

Enhanced reputation as an innovative company增强了作为一家创新公司的声誉

Opportunity to build early customer loyalty有机会建立早期客户忠诚度

Added value增加了价值

Higher prices and profitability更高的价格和利润能力

Competitive advantage竞争优势

过程创新优点（4点）

Reduced costs降低成本

Improved quality提高质量

More responsive customer service更快响应的客户服务

Greater flexibility更大的灵活性

缺点

Loss of jobs – especially if work is outsourced失业——尤其是如果工作外包

Need for re-training of workers需要重新培训工人

创新模式来源（6条）

Serendipity, Technology push, Market pull, Universities & industry liaison, Simultaneous coupling, Interactive

机缘巧合，线性的（技术推动，市场拉动，大学与行业联系），同步耦合，互动

什么使得企业有创新力？（9条）

Growth orientation, Vigilance, Commitment to technology, Acceptance of risks, Cross-functional cooperation, Receptivity,‘slack’, Adaptability, Diverse range of skills

成长导向，警惕性，对技术的承诺，接受风险，跨职能合作，接受能力，“松弛”，适应性，多种技能

Organisational requirement	Characterised by
Growth orientation	A commitment to long-term growth rather than short-term profit
Vigilance	The ability of the organisation to be aware of its threats and opportunities
Commitment to technology	The willingness to invest in the long-term development of technology
Acceptance of risks	The willingness to include risky opportunities in a balanced portfolio
Cross-functional cooperation	Mutual respect among individuals and a willingness to work together across functions
Receptivity	The ability to be aware of, to identify and to take effective advantage of externally developed technology
'slack'	An ability to manage the innovation dilemma and provide room for creativity
Adaptability	A readiness to accept change
Diverse range of skills	A combination of specialisation and diversity of knowledge and skills

20-21年的考试考的就是这个表格，背过就是27分！！！

组织要求	特点是
增长方向	对长期增长而不是短期利润的承诺
警惕	组织意识到其威胁和机会的能力
对技术的承诺	投资技术长期发展的意愿
接受风险	愿意将高风险机会纳入平衡投资组合
跨职能合作	个人之间的相互尊重和跨职能合作的意愿
接受	了解、识别和有效利用外部开发技术的能力
"松弛"	管理创新困境的能力，提供创新空间
适应性	接受变革的准备
各种技能	知识和技能的专业化和多样性的结合

Topic 7 – System Level Design

Product Architecture: the scheme by which the functional elements of the product are arranged into physical chunks.

产品架构：将产品的功能要素排列成物理块的方案。

Chunks: The physical elements of a product are typically organised into several major building blocks.

构建块：产品的物理元素通常被组织成几个主要的组成块

模块化架构的特点Modular Architecture

Each chunk implements one or a few functions entirely.

每个块完全实现一个或几个函数。

The interactions between chunks are well defined.

数据块之间的交互作用被定义得很好。

Modular architecture has simplicity and reusability for a product family or platform.

模块化体系结构对于产品系列或平台具有简单性和可重用性

模块化架构类型（3种）

Slot-modular (the most common type): Each of the interfaces between chunks in a slot-modular architecture is of a different type from the others – therefore the various chunks in the product cannot be interchanged.

插槽模块化(最常见的类型):槽模块化体系结构中块之间的每个接口都是不同类型的——因此产品中的各种块不能互换。

Bus-modular: There is a common bus to which the other chunks connect via the same type of interface.

总线模块化:有一个公共总线，其他块通过相同类型的接口连接到它

Sectional-modular: All interfaces are of the same type, there is no single element to which all the other chunks attach. The assembly is built up by connecting the chunks to each other via identical interfaces.

分段模块化:所有的接口都是相同类型的，没有任何一个元素是其他块所附加的。该程序集是通过相同的接口将块彼此连接而构建的。

集成式架构特点Integral architecture

Functional elements are implemented by multiple chunks, or a chunk may implement many functions.

函数元素由多个块实现，或者一个块可以实现许多函数

The interactions between chunks are poorly defined

块之间的交互是定义很差

Integral architecture generally increases performance and reduces costs for any specific product model.

整体体系结构通常会提高性能，并降低任何特定产品模型的成本。

产品架构的含义Implications of product architecture   

1.Product change 产品变更

Modular chunks allow changes to be made to a few isolated functional elements of the product without necessarily affecting the design of other chunks

chunk允许在少数孤立的零件中发生，而不会影响到其他部分

2. Product variety 产品种类

Variety refers to the range of product models the firm can produce within a particular time period in response to market demand

品种是指公司在特定时间内根据市场需求所能生产的产品型号的范围。

3. Component standardisation 组件标准化

The use of the same component or chunk in multiple products

在多个产品中使用相同的组件或数据块（例：standard batteries）

4.Product performance产品性能

How well a product implements its intended functions

产品实现预期功能的情况如何

5. Manufacturability可制造性

The product architecture also directly affects the ability of the team to design each chunk to be produced at low cost

产品体系结构还直接影响团队以低成本设计每个区块的能力

6.Product development management产品开发管理

每个区块的详细设计责任通常分配给公司内部相对较小的小组或外部供应商

4step建立产品结构establishing the product architecture

Step 1 – Create a schematic of the product创建产品示意图

A schematic is a diagram representing the team’s understanding of the component elements of the product

原理图是代表团队对产品组件元素的理解的图表

Step 2 – Cluster the elements of the schematic聚集原理图的元素

This step requires assigning and/or clustering each of the elements of the schematic to a chunk

此步骤要求将原理图的每个元素赋值和/或聚类到一个块

Step 3 - Create a rough geometric layout创建一个粗略的几何布局

A geometric layout can be created in 2 or 3 dimensions or as physical models

几何布局可以在2维或3维或物理模型中创建

Step 4 – Identify the fundamental and incidental interactions确定基本的和偶然的交互作用

Because the chunks interact with one another in both planned and unintended ways, these different groups will have to coordinate their activities and exchange information

因为这些块以计划和非计划的方式相互作用，这些不同的组将不得不协调他们的活动和交换信息

Topic 8 – Detail Design using prototypes

Detail Design: the complete specification of the geometry (i.e., physical dimensions) materials, and tolerances of all the unique parts in the product, and the identification of all of the standard parts to be purchased from suppliers.

详细设计:产品中所有独特零件的几何(即物理尺寸)、材料和公差的完整说明，以及从供应商处购买的所有标准件的标识。

prototype: A prototype is an approximation of the product along one or more dimensions of interest. A process of developing such an approximation of the product. A small-scale model.

原型:原型是产品在一个或多个兴趣维度上的近似值。这种近似产物的发展过程。一个小规模的模型。

3 phases of prototyping: 原型设计的3个阶段:

1.Alpha prototypes

Are typically used to assess whether the product works as intended. Early (alpha) prototypes are usually built with production-intent parts.

α原型通常用于评估产品是否按预期工作。早期(alpha)原型通常是基于生产意图构建的。（相同的形状和属性，基本功能相似）

2.Beta prototypes

Are typically used to assess reliability and to identify remaining bugs in the product. Later (beta) prototypes are usually built with parts supplied by the intended production processes.

Beta原型通常用于评估可靠性和识别产品中剩余的bug。之后的(beta)原型通常是用预期生产过程提供的零件制造的。（用预期的零部件制造）

3.Pre-production prototypes

Are the first products produced by the entire production process      

生产前原型是整个生产过程中最先生产出来的产品        

four main uses of prototypes: 原型的四个主要用途:

1.Learning

Answering questions about performance or feasibility

学习：回答有关性能或可行性的问题（可以工作吗？如何满足客户需求？）

2.Communication

Demonstration of a product to get feedback from all stakeholders

沟通：演示产品以获得所有涉众的反馈（给高层，团队成员等用实体模型，3D等方法进行演示）

3.Integration

Prototypes are used to ensure that components and subsystems of the product work together as expected

集成：原型用于确保产品的组件和子系统按照预期一起工作（最有效的集成工具，集成可以迫使force团队间的合作，α，β原型）

4.Milestones

Provide goals for the development team’s schedule

里程碑：为开发团队的时间表提供目标（例如第一个可测试的硬件）

Principles of prototyping原型设计原理

Physical prototype: Physical prototypes are tangible artefacts created to approximate the product物理原型:物理原型是为近似产品而创建的有形的人工制品

Analytical prototype: Analytical prototypes represent the product in a non-tangible, usually mathematical, manner

分析原型:分析原型以一种无形的，通常是数学的方式来表示产品

Comprehensive prototype: Comprehensive prototypes implement most, if not all, of the attributes of a product

综合原型:综合原型实现了产品的大部分(如果不是全部的话)属性

Focused prototype: Focused prototypes implement one, or a few, of the attributes of a product聚焦原型:有重点的原型实现一个或几个产品的属性

Prototyping technologies原型技术

clay models. 3D CAD modelling and analysis. Free form fabrication

粘土模型、三维CAD建模与分析、自由形式的制造

Planning a prototype- the 4 steps规划原型- 4个步骤

Step 1 – Define the purpose of the prototype

The team lists its specific learning and communication needs

步骤1 -定义原型的目的

该团队列出了具体的学习和沟通需求（列出需要，确定是否为里程碑）

Step 2 – Establish the level of approximation of the prototype

The degree to which the final product will be approximated in the prototype must be defined

步骤2 -建立原型的近似级别

必须确定最终产品在原型中近似的程度

（物理原型是必要，分析原型是否满足需求）

Step 3 – Outline an experimental plan

The use of a prototype in product development can be thought of as an experiment

步骤3 -制定一个实验计划

在产品开发中使用原型可以看作是一种实验

（得到有用的测试结果）

Step 4 – Create a schedule for procurement, construction and testing

Three dates are particularly important in defining a prototyping effort

步骤4 -为采购、施工和测试创建一个时间表

三个日期对于定义原型工作尤其重要

（何时组装，首次测试，得出最终结果的时间）

Prototyping strategy原型设计策略

Use prototypes to reduce uncertainty. Make models with a defined purpose. Consider multiple forms of prototypes. Choose the timing of prototype cycles. Plan time to learn from prototype cycles.

使用原型来减少不确定性。制作具有明确目的的模型。考虑多种形式的原型。选择原型周期的时间。计划时间从原型周期中学习。

Topic 9 – Design for Manufacturing设计制造

Design for Manufacturing: DFM is a design strategy that requires the expertise of multiple team members and the use of basic design rules, guidelines, and cost models.

为制造而设计:DFM是一种设计策略，它需要多个团队成员的专业知识，并使用基本的设计规则、指导方针和成本模型。

（它可以减少成本、提高质量、更专业）

Focusing on how a product can be manufactured helps the design team to find solutions to these design issues:

专注于如何制造产品可以帮助设计团队找到这些设计问题的解决方案:

Detailed design decisions can have substantial impact on product quality and cost.

Development teams face multiple, and often conflicting, goals.

It is important to have metrics with which to compare alternative designs.

Dramatic improvements often require substantial creative efforts early in the process.

A well-defined method helps the decision-making process.

详细设计决策对产品质量和成本有重大影响。

开发团队面临多个目标，而且常常相互冲突。

拥有用于比较不同设计的指标是很重要的。

戏剧性的改进通常需要在过程的早期进行大量的创造性努力。

一个定义良好的方法有助于决策过程。

the phases

DFM begins during phase 1 - concept development - when the products’ functions and specifications are being determined.

During phase 2 – system-level design - the team makes decisions about how to break up the product into individual components.

Accurate cost estimates become available during phase 3 – detail design

DFM开始于第一阶段—概念开发—即确定产品的功能和规格时。

在阶段2—系统级设计—团队决定如何将产品分解成单个组件。

在第三阶段-详细设计阶段，可以得到准确的成本估算

5 steps process

Step 1 - Estimate the manufacturing costs步骤1 -估计制造成本

The manufacturing cost is the sum of all of the expenditures for the inputs of the system plus the expenditures for disposal of the wastes produced by the system.

制造成本是系统投入的所有支出加上系统产生的废物的处置支出的总和。

三种成本: Component costs 、Assembly costs 、Overhead costs

组件成本、装配成本、管理费用            

Step 2 – Reduce the costs of components步骤2 -降低组件成本

For most highly engineered products, the cost of purchased components will be the most significant element of the manufacturing cost.

对于大多数高度工程化的产品来说，购买组件的成本将是制造成本中最重要的因素。

四种降低组件成本方面:

1. Understand the process constraints and cost drivers

2. Redesign components to eliminate processing steps

3. Choose the appropriate economic scale for the part process

4. Standardise components and processes

1. 了解流程约束和成本驱动因素（是否有必要设计一个复杂的外壳？）

2. 重新设计组件以消除处理步骤（组件内部是否要喷漆？）

3.为零件工艺选择合适的经济规模（一些适合小规模，一些适合大规模）

4. 使部件和工艺标准化（更低的成本）

Step 3 –Reduce the costs of assembly步骤3 -降低装配成本

‘Design for Assembly’ (DFA) places an emphasis on identifying ways in which assembly costs can be reduced

“为装配而设计”(DFA)强调找出可以降低装配成本的方法

一些原则

1. Minimize parts count 2. Encourage modular assembly 3. Eliminate adjustments 4. Eliminate cables 5. Use self-fastening parts 6. Use self-locating parts 7. Eliminate reorientation 8. Facilitate parts handling 9. Specify standard parts

1. 减少零件数 2. 鼓励模块化组装 3.消除调整 4. 消除电缆 5. 使用self-fastening部分 6. 使用self-locating部分 7. 消除重新定位 8. 促进部分处理 9. 指定标准的部分

Key ideas of DFA: DFA的核心理念:

Minimise parts count减少零件数

Maximise the ease of handling parts最大限度地简化操作部件

Maximise the ease of inserting parts尽可能方便插入零件

Step 4 – Reduce the costs of supporting production步骤4 -降低支持生产的成本

As a result of reducing the costs of components and the costs of assembly, the team may also achieve reductions in the demands placed on the production support functions

由于减少了部件成本和装配成本，该小组也可以减少对生产支助职能的需求

（部件的减少导致-减少了库存管理的需求，减少了员工数量，质量控制的需求）

Step 5 - Consider the impact of DFM decisions on other factors步骤5 -考虑DFM决策对其他因素的影响

Product development is not only focused on cost reductions. DFM can have an impact on other aspects of product development in addition to cost reductions:

产品开发不仅仅关注于降低成本除降低成本外，DFM还可以对产品开发的其他方面产生影响

其他方面：development time, product quality, external factors(Component reuse, Life cycle costs) 开发时间、产品质量、外部因素(组件重用、生命周期成本)

Topic 10 – Production ramp-up, Robust Design产量提升，稳健设计

4 production systems生产系统

Process Production System：Similar processes (or processes with similar needs) are located together. By grouping similar processes utilization of resources is improved.

过程生产系统:相似的过程(或有相似需求的过程)位于一起。通过对相似的进程进行分组，提高了资源的利用率。（将相似的生产过程放在一起，如：超市，医院）

Product Production System：Sometimes called line layout, flow line or assembly line. Parts follow a specified route – the sequence of workstations matches with the sequence of required operations.

产品生产系统:有时称为装配线，流水线或装配线。部件遵循指定的路线——工作站的序列与所需操作的序列相匹配。（工作流程清晰，如：汽车组装）

Cellular Production System：Machines are grouped into a cell that can process items that have similar processing requirements

单元生产系统:机器被分组成一个单元，可以处理具有相似处理要求的项目（灵活的）

Fixed Production System：The product or project remains stationary (fixed) and workers, materials, and equipment are moved as needed. 固定生产系统:产品或项目保持固定(固定)，工人、材料和设备根据需要移动。（房屋建筑）

升级的目的：The purpose of the ramp-up is to train the work force and to work out any remaining problems in the production processes

升级的目的:过渡的目的是培养劳动力和生产过程中的任何剩余的问题

Robust product：A robust product is one that has robust performance, i.e. it performs as intended even under non-ideal conditions.

稳健产品:稳健的产品是指具有稳健性能的产品，即即使在非理想条件下，它也能按照预期运行。

Robust Design: Robust design is the product development activity of creating a robust稳健设计:稳健设计是产品开发活动创造的稳健

The robust design process稳健设计过程

1.Identify control factors, noise factors& performance metrics识别控制因素，噪声因素和性能指标（要考虑多种变量和不稳定因素）

2.Formulate an objective function制定一个目标函数

The performance metrics are then stated as objective functions

绩效指标随后被声明为目标函数（设定目标）

3.Develop the experimental plan制定实验计划

A critical factor in any experiments is the cost

任何实验的关键因素都是成本（减少实验次数）

4.Run the experiment运行实验

The product is tested under the conditions described by each combination of factors in the experimental plan

产品在实验计划中各因素组合所描述的条件下进行测试

5.Conduct the analysis行为分析

Statistical techniques are used to analyse the test results to determine which set of values for each of the control factors will give us the result that is closest to the objective functions defined in

统计技术用于分析测试结果，以确定每一个控制因素的哪一组值将给我们的结果最接近定义的目标函数

6.Select & confirm factor setpoints选择和确认因素设定值

The analysis in Step 5 helps the team to understand which factors are best able to reduce the product’s variance

步骤5中的分析帮助团队理解哪些因素最能减少产品的差异

7.Reflect & repeat反映和重复

One round of tests may be enough to achieve the objectives. Sometimes, further refinement is needed with more testing.

一轮测试可能就足以实现这些目标。有时，进一步的细化需要更多的测试。

Topic 11 – Patents and Intellectual Property

Intellectual property: often known as IP, refers to intangible assets created by human intellectual or creative activity

知识财产:通常称为IP，是指由人类智力或创造性活动创造的无形资产

Intellectual property rights (IPRs) allow people to own their creativity and innovation in the same way that they can own physical property.

知识产权(ipr)允许人们以同样的方式拥有他们的创造力和创新，他们可以拥有物质财产。

知识产权类型

1. patents for inventions专利发明

new and improved products and processes that are capable of industrial application

具有工业应用能力的新的和改进的产品和工艺

2. trademarks for brand identity用于品牌识别的商标

of goods and services, allowing distinctions to be made between different traders

商品和服务，允许区分不同的商人

3. designs for product appearance 产品外观设计

of the whole or a part of a product - resulting from the features of, in particular, the lines, contours, colours, shape, texture or materials of the product itself or its ornamentation

产品的整体或部分-由产品本身或其装饰的线条、轮廓、颜色、形状、质地或材料的特征引起的

4. copyright for original expression 原创表达版权

literary and artistic material, music, films, sound recordings and broadcasts, live theatre performances include software and multimedia

文学艺术材料、音乐、电影、录音和广播、现场戏剧表演包括软件和多媒体

Patents: a document granting an inventor sole rights to an invention

专利:授予发明者对一项发明的专有权的文件

The Cost of Patents专利成本

1: Annual fees required年费需要

Can be expensive. Organisations have to weigh up the cost vs the benefits

会很贵. 组织必须权衡成本和收益

2: Patent agents专利代理人

Experts who have scientific or engineering and legal knowledge

Experts will have to be paid to prepare patents and check for infringements by others

具有科学、工程和法律知识的专家

专家准备专利和检查他人的侵权行为将会得到报酬

3: Court fees法院的费用

There is no point in having a patent unless you enforce it

This can mean expensive litigation in national courts

除非你强制执行专利，否则拥有专利毫无意义

这可能意味着在国家法院进行昂贵的诉讼

专利的三个要求

1.Novelty新颖的

an invention shall be taken as to be new if it does not form part of the ‘state of the art

如果一项发明不构成“技术状态”的一部分，则应视为新发明 （新的）

2.Inventive step独创性

an invention shall be taken to involve an inventive step when it is not obvious to a person skilled in the art

本领域技术人员不清楚的发明，应当视为具有创造性（这一行的人不知道这个东西）

3.Industrial application工业应用

The invention shall be taken to be capable of industrial application if it can be a machine, product or process

发明是机器、产品或者方法的，认为是能够工业应用的（可以实践使用的）

关键术语

Offensive right – requires that the patent owner suesthe infringer

Prior art – an invention described in a patent, whether part of the claimed invention or not, is considered by the legal system to be known publicly

Defensive right – the disclosure of this prior art in the form of the patent is a defensive protection for the owner – it can block a competitor from patenting the disclosed invention

攻击性权利——要求专利权人起诉侵权人

现有技术——专利中描述的发明，无论其是否是要求的发明的一部分，在法律体系中被认为是公开已知的

防御性权利——以专利的形式披露现有技术是对所有者的一种防御性保护——它可以阻止竞争对手为所披露的发明申请专利

benefits专利收益（自己可以在期限内获得收益，向用这个专利的人收费，帮助与这个相关的专利研发，了解竞争者在干嘛）

1.Only the owner (individual or organisation) can benefit from the invention for the duration of the patent – in the US and EU, for 20 years

2.Patent owners can commercially exploit their ideas themselves or they can charge other organisations to use their patent – thereby identifying an alternative source of income

3.This is particularly useful where an organisation does not have the resources or market knowledge to exploit the invention associated with the patent

4.Patent databases can be a good source of information on what competitive organisations are working on

1.在专利有效期内，只有专利所有人(个人或组织)可以从发明中受益——在美国和欧盟，受益期限为20年

2.专利所有者可以在商业上利用他们自己的想法，或者他们可以向使用他们专利的其他组织收费——从而找到另一种收入来源

3.当一个组织没有资源或市场知识来利用与专利相关的发明时，这特别有用

4.专利数据库是一个很好的信息来源，可以了解竞争组织正在从事什么工作

Patents – Limitations局限（每个国家都要申请，向社会公布，法律和技术复杂，打击侵权花费大，交年费）

1.A patent must be applied for, in principle, in each country in which you seek patent

2.In order to enjoy patent protection, an application for a patent shall comply with both formal and substantive requirements, and a patented invention shall be disclosed to the public

3.These requirements can be legally and technically complex, and their compliance often requires a legal expert’s assistance

4.It is up to the patent owner to defend a patent in the courts if there is infringement, 5.which can prove very expensive and often impossible for a small business

Annual fees are needed to keep the patent in force

1.原则上，一项专利必须在你申请专利的每个国家申请

2.为享有专利保护，专利申请应当既符合形式要求又符合实质要求，专利发明应当向社会公布

3.这些需求在法律上和技术上都很复杂，它们的遵循通常需要法律专家的帮助

4.如果存在侵权行为，专利所有人应该在法庭上为专利辩护。对于一个小公司来说，这可能非常昂贵，而且通常是不可能的

为了保持专利有效，需要缴纳年费

Patent Preparation Process专利的准备过程

1.Formulate a strategy and plan制定策略和计划

timing时间方面（提前一年），type决定类型，scope适用范围

2. Study prior inventions (prior art) 研究现有发明(现有技术)

看看有没有已经发表了的，帮助进一步研究，增加背景知识

3. Outline claims概述权利要求

Issuance of a patent gives the owner a legal right to exclude others from infringing on the invention specifically described in the patent’s claims

专利的发布赋予了专利所有人法律上的权利，可以阻止他人侵犯专利权利要求书中具体描述的发明（应该是专利书的一部分，告诉别人这不能盗用）

4. Write the description of the invention写出这项发明的描述

The bulk of the patent application is known as the specification, or the description. This is the part that of the application that actually describes the invention

专利申请的大部分被称为说明书或描述。这是应用程序中实际描述发明的部分

5. Refine claims完善索赔

The claims are a set of numbered phrases that precisely define the essential elements of the invention

权利要求书是一组精确定义了本发明基本要素的编号短语

6. Pursue application继续申请

Provisional临时专利，定期提交专利申请

Trademarks：any sign which is capable —

 (a) of being represented in a clear and precise manner which enables others to determine the subject matter of the protection, and

(b) of distinguishing goods or services of one undertaking from those of other undertakings.

商标:任何能够

(a)以明确和准确的方式被代表，使他人能够确定保护的标的，以及

(b)区分一个企业的货物或服务与其他企业的货物或服务。

It may consist of words (including personal names), designs, letters, numerals, colours, sounds or the shape of goods or their packaging

它可能由单词(包括人名)、图案、字母、数字、颜色、声音或商品或其包装的形状组成

Legal requirements for registration: 注册的法律要求:

1. A sign一个标志

2. Distinctive as to origin不同的起源

3. Capable of being represented in a clear and precise manner能够以清晰和精确的方式表现

Trade Secrets：is secret – in the sense that it is not (as a body or in the precise configuration and assembly of its components) generally known among, or readily accessible to, persons within the circles that normally deal with this kind of information

商业秘密:是秘密——从这个意义上说，它(作为一个实体或其组件的精确配置和组装)不是通常处理这类信息的圈子里的人所知道的，也不是容易接近的

Registered Designs: A registered design protects the external shape of the product

注册设计:注册设计保护产品的外观形状

Copyright: Copyright protection extends only to expressions, and not to ideas, procedures, methods of operation or mathematical concepts as such

版权:版权保护只延伸到表达，而不是思想、程序、操作方法或数学概念本身（原创文学，音乐）

Subject Matter：Original literary, dramatic, musical and artisticworks, including computer programs and databases are protected by copyright for duration of the author’s life + 70 years after their death

主题:原创文学、戏剧、音乐和艺术作品，包括电脑程序和数据库，在作者死后的70年里，都受版权保护

Exclusive Rights：It arises automatically from the moment it has been first recorded and does not require any formal registration

专有权:它从第一次被记录的那一刻起自动产生，不需要任何正式注册

Computer Programs and Data：Copyright protects the literal expression of computer programs – source code and object code

计算机程序和数据:版权保护计算机程序的文字表达-源代码和目标代码

Topic 12 - Marketing Strategy of Developing New Products

Product differentiation产品差异化

1. Core product: the fundamental service or benefit being purchased

核心产品:购买的基础服务或利益（必须要素，智能设备必须能联网）

2. Actual or generic product: the material properties that deliver the core benefits

实际或通用产品:提供核心利益的物质特性（车载系统是汽车的一部分）

3. Augmented product: the ‘package’ that includes additional features and benefits that distinguish it from competitors.

增强产品:包含区别于竞争对手的额外功能和好处的“套装”。（免费安装，上门服务）

4. Potential product: additional augmentation and transformations that may be added in future.

潜在产品:将来可能添加的附加增强和转换。（在车轮技术改进后，在行李上安装轮子）

Six kinds of New Products六种新产品

1. New to the world 全新的世界

These new products create entirely new markets. 这些新产品创造了全新的市场。（wifi，网络）

2. New product lines新产品系列

To enter an established market for the first time. 第一次进入一个成熟的市场。（平板电视）

3. Additions to existing product lines现有产品线的补充

Additions or supplements to established product lines. 对现有产品线的补充或补充。（给特定地区的新口味汉堡）

4. Improvements and revisions to existing products对现有产品的改进和修订

Improved performance or greater value to replace性能改进或价值较大可替换（windows8,10）

5. Re-positionings重新定位

Existing products targeted to new markets or market segments.

现有产品针对新市场或细分市场。（经济舱变成高级经济舱）

6. Cost reductions降低成本

Similar performance at lower cost.

性能相似，成本较低。（现有手机的更新成本）

Marketing Strategy development

Part One ：Describes the target market, planned value proposition, sales, market share, and profit goals.

Part Two ：Outlines the product’s planned price, distribution, and marketing budget. Part Three：Describes the planned long-run sales and profit goals, marketing mix strategy.

营销策略发展

第一部分:描述目标市场，计划价值主张，销售，市场份额和利润目标。

第二部分:概述产品的计划价格、分销和营销预算。第三部分:阐述了公司计划的长期销售和利润目标、营销组合策略。

Commercialisation商业化

什么时候介绍产品，在哪里介绍，制定市场推出（market rollout）计划

Product life cycle: The course of a product’s sales and profits in its lifetime.

产品生命周期:产品生命周期中销售和利润的过程。

Introduction generally includes a substantial investment in advertising and a marketing campaign focused on making consumers aware of the product and its benefits. （介绍，了解产品）

介绍通常包括大量的广告投资和营销活动，重点是让消费者了解产品及其好处。

Growth assuming the product is successful, it enters its growth phase; demand grows, production is increased, and its availability expands. （成长，各种需求产量增加）

成长假设产品是成功的，它就进入了成长阶段;需求增加，产量增加，可用性扩大。

Maturity as a product matures, it enters its most profitable stage, while the costs of producing and marketing decline （成熟，利益提高，成本下降）

成熟作为一个产品成熟，它进入了最有利可图的阶段，而生产和营销的成本下降

Decline inevitably the competition increases as other companies emulate its success, sometimes with enhancements or lower prices; the product may lose market share and begin its decline.（衰落，一般提高产品质量或下降价格）

衰落是不可避免的，竞争会随着其他公司效仿其成功而加剧，有时会提高产品质量或降低价格;该产品可能会失去市场份额并开始下降。

Additional Considerations额外的注意事项

Product decisions and social responsibility产品决策和社会责任

International product and service marketing国际产品和服务营销

Overview of the Marketing Strategy Process营销策略流程概述

1.Analyzing market opportunities分析市场机会          

内部 外部环境，4P，消费者市场，竞争者，波特五力

2. Selecting target markets选择目标市场（衡量市场大小，风险，成长）

3. Designing marketing strategies设计营销策略（在不同生命周期有不同战略）

4. Planning marketing programs规划营销计划（各种营销都要多少预算）

5. Organizing, implementing and controlling marketing efforts组织、实施和控制营销工作（反馈程序，控制机制）

6. Profitability control盈利能力控制（测量各种渠道盈利能力）

Topic 13 – Start-ups and Entrepreneurship

Free enterprise is the economic basis for all entrepreneurial activity

自由企业是一切创业活动的经济基础

start-up: A startup company or start-up is a company with a limited operating history

初创公司是指经营历史有限的公司

spin-out: A spin-out implies that some part of the enterprise is owned by some third party, typically a university or a larger company

分拆公司:分拆指的是企业的一部分由第三方所有，通常是一所大学或一个更大的公司（一定是初创公司）

An entrepreneur is a person who has possession over a new enterprise or venture

and assumes full accountability for the inherent risks and the outcome

企业家是指拥有一个新企业或企业，并对其固有风险和结果承担全部责任的人

Entrepreneurship is the practice of starting new organisations or revitalizing mature organisations

创业精神是创立新组织或振兴成熟组织的实践        

Two types of entrepreneurship创业的两种类型

Social：Aim is to create social change rather than make money. Often involves business, public & charity organisations

社会:目标是创造社会变革，而不是赚钱。通常涉及商业、公共和慈善组织（扶贫，环境）

Technological: Aim is to gain independence to exploit a technology. Often results from being frustrated in a large company

技术:目标是获得开发一项技术的独立性。通常是由于在大公司受挫所致

Factors influencing the successful creation of startups影响初创企业成功创建的因素

来自家庭的支持，科技、市场，机构支持，工作环境，背景，个人品质

Advantages and Disadvantages of starting a new business创业的利与弊

Advantages: Independence, Financial opportunities, Community service, Job security, Family employment, Challenge

优势:独立性，经济机会，社区服务，工作保障，家庭就业，挑战

Disadvantages: Sales fluctuations, Competition, Increased responsibilities, Financial losses, Employee relations, Laws and regulations, Risk of failure

劣势:销售波动、竞争、责任增加、财务损失、员工关系、法律法规、失败风险

Types of business商业类型

Scalable, global technology player, Biotech business with long-term R&D plans, Manufacturing facility with medium growth plans, Service provider, Lifestyle business

可扩展的全球技术企业，拥有长期研发计划的生物技术企业，拥有中等增长计划的制造设施，服务提供商，生活方式企业

form of ownership所有权的形式

Sole Trader个体户

Most basic form of organization

Partnership合伙企业

Two or more people combine resources and form a partnership

两个或更多的人结合资源形成伙伴关系

Limited Company有限公司

Limited in this instance meaning that the owners no longer have unlimited liability for the debts of their companies

在这种情况下，有限意味着所有者不再对其公司的债务承担无限责任

The stages for creating a hi-tech start-up

1. Assess the opportunities - generate, evaluate & refine the business concept

2. Develop the business plan and decide on the structure of the venture

3. Acquire the necessary resources and funding

4. Grow and harvest the venture

1. 评估机会-产生，评估和改进业务概念

2. 制定商业计划，决定合资企业的结构

3.获得必要的资源和资金

4. 成长并收获创业

Raising capital筹集资金

Why：增长 维护 运营     How：抵押 投资 家庭朋友 补助

过程：概要 计划 调查 估值法律 资金

Business plan：the entrepreneur’s road map for a successful enterprise

商业计划:企业家成功企业的路线图

Two Essential Functions两个基本功能

1. Guiding the company by charting its future course and defining its strategy for following it.

2. Attracting lenders and investors who will provide needed capital.

1. 通过规划公司未来的发展方向和确定公司的战略来指导公司。

2. 吸引提供所需资金的银行和投资者。

Causes of business failure经营失败的原因

lack of skills, sales problem, financial control, lack of funds, high cost of finance, insolvent customers, overtrading development, marketing issues, red tape (bureaucracy)

缺乏技能、销售问题、财务控制、资金缺乏、财务成本高、客户破产、过度开发、营销问题、繁文缛节(官僚主义)