MKTG7505 Product STRATEGY & DEVELOPMENT Semester 2, 2022
MKTG7505 产品战略与开发 2022 年第 2 学期

Project Report (group assessment)
项目报告（小组评估）

STEP-BY-STEP Guide for (a) developing a new product/service concept and (b) designing and administering a concept testing procedure for the new product/service concept
分步骤指南：(a) 开发新产品/服务概念，(b) 设计和实施新产品/服务概念的概念测试程序

The new product/service development (NPD) process starts with ‘opportunity identification’ and progresses though several phases leading to product/service launch. As per authentic and industry accredited assessment development developed for this course students will undertake a two-stage major project that will simulate real world new product and service development process, as follows.
新产品/服务开发（NPD）过程从 "机会识别 "开始，经过几个阶段，最终推出产品/服务。 根据为本课程开发的真实和行业认可的评估开发 ，学生将开展一个两阶段的主要项目，模拟现实世界的新产品和服务开发流程，具体如下。

New product/service concept development:
新产品/服务概念开发：

Students in a group setting will develop a substantially new product concept. This concept must conform to specified criteria. Students will then present and defend their concept’s feasibility to a panel of judges.
学生将以小组形式开发一个全新的产品概念。该概念必须符合特定标准。然后，学生将向评审团展示并为其概念的可行性进行辩护。

Refining and further development of the concept:
完善和进一步发展这一概念：

With the feedback received from the panel students will further strengthen their new product concept and arrive at two variations of the concept. Original and the augmented version with added benefits.
根据小组的反馈意见，学生们将进一步强化他们的新产品概念，并形成两种不同的概念。原版和具有附加优势的增强版。

Concept testing survey:
概念测试调查：

Then students will undertake a concept testing survey with likely consumers of the product/service concept. Student groups will then analyse data and compile a report which must be presented as a video production.
然后，学生将对产品/服务概念的可能消费者进行概念测试调查。然后，学生小组将分析数据并撰写报告，报告必须以视频制作的形式呈现。

This is a hands-on assessment item through which you will develop product/service development skills. Your creativity is tested here!!
这是一个实践评估项目，您将通过它培养产品/服务开发技能。这里考验的是你的创造力

Follow the steps outlined below in presenting your final report/video production in which you will describe how each of these steps were undertaken by your group.
在提交最终 报告/视频制作时，请按照以下步骤进行，并 在报告/视频制作中说明贵小组是如何实施上述每个步骤的。

Step 1 - Overview
步骤 1 - 概述

Provide a brief outline of the project outlining your product concept, the consumer problem that was addressed and concept testing procedure followed by some of your key observations.
提供一份项目概要，概述你的产品概念、要解决的消费者问题、概念测试程序以及你的一些主要观察结果。

Step 2 - Opportunity identification and selection
第 2 步 - 识别和选择机会

This is about creatively recognizing market opportunities for a new product, service, or a solution. The opportunity you must have identified will lead to an ‘idea’ that will lead to a substantial innovation. It shouldn’t be an incremental innovation such as merely changing the colour of a soft drink. The ‘idea’ must be able to be developed into a marketable product/service with available technology.
这就是要创造性地发现新产品、新服务或新解决方案的市场机遇。您所发现的机会必须能产生一个 "想法"，从而带来 实质性的创新。这不应该是一种渐进式创新，比如仅仅改变软饮料的颜色。该 "想法 "必须能够利用现有 技术开发成适销对路的产品/服务 。

At this stage you must clearly spell out the opportunity your group has identified and your thoughts for its market potential (See the discussions in Ch 2 and 3 and Figures 3.2 and 3.3 for helpful examples, in Crawford & Di Benedetto, 2011).
在这一阶段，您必须清楚地阐明您的小组所发现的机会以及您对其市场潜力的看法（参见第 2 章和 第 3 章的讨论以及 图 3.2 和 3.3， 见 Crawford & Di Benedetto, 2011）。

Step 3 - Concept generation
步骤 3--产生概念

The most fruitful ‘ideation’ involves identifying problems people or businesses are having and suggesting solutions. Chapter 4 and 5 provide a systematic problem-based ideation process. A mere ‘idea’ will not be helpful in developing a feasible product which requires a well-developed ‘product concept’.
最有成效的 "构思 "是找出人们或企业遇到的问题，并提出解决方案。第 4 章和第 5 章提供了一个系统的基于问题的构思过程。单纯的 "想法 "无助于开发出可行的产品，因为这需要一个完善的 "产品概念"。

Product/service concept:
产品/服务概念：

(a) Generate a clearly articulated product concept addressing the consumer problems identified above (You must explain the approach you adopted in your problem analysis).
(a) 针对上述消费者问题，提出一个表述清晰的产品概念（你必须解释你在分析 问题时所采用的方法）。

(b) Then, write a proper, formal concept statement which will include the following components:
(b) 然后，撰写一份适当、正式的概念说明，其中包括以下内容：

Product form: The physical thing created, or in the case of a service, it is the sequence of steps by which the service will be delivered.
产品形式：产品形式：创造出来的实物，如果是服务，则是提供服务的一系列步骤。

Technology: This is the source by which the form was attained. In most products there will be one clear technology. If you have detailed information relating to technology, you can place it in the Appendix.
技术：技术：这是实现形式的来源。大多数产品都有一种明确的技术。如果您有与技术相关的详细信息，可以将其放在附录中。

Benefits: The product has value only if it provides some benefits to customers (eg: uses, used with, used where so on).
好处：产品只有为客户带来某些好处（如：用途、与之一起使用、在哪里使用等），才具有价值。

Remember, all these components are equally important to make your concept
请记住，所有这些组成部分对于打造您的概念都同等重要。

feasible!
可行！

Figure 4.4 in the textbook illustrates these elements in a single framework.
教科书中的图 4.4 用一个框架说明了这些要素。

Degree of innovation
创新程度

Provide a detailed discussion on the degree of innovation of your product/service concept in terms of ‘degree of newness’ and ‘degree of value creation’
从 "新颖程度 "和 "价值创造程度 "两个方面详细论述产品/服务概念的创新程度

Step 4 - Developing a testable product concept
步骤 4 - 开发可测试的产品概念

You will select one or more (in combination) of the following formats in designing concept testing procedure.
在设计概念测试程序时，你将选择以下一种或多种（组合）形式。

(a) Narrative concept statement (persuasive or commercialized with sketch/picture)
(a) 叙述性概念说明（有说服力的或商业化的草图/图片）

(b) Model (prototype) combined with a narrative like (a) above.
(b) 模型（原型）与上述（a）的叙述相结合。

Example: A clay model or a prototype with some functional features (depending on the product concept) combined with a narrative like (a) above.
举例说明：泥塑模型或具有某些功能特征的原型（取决于产品概念），并结合上文（a）的叙述。

(c) Virtual designs (eg: computer generated 2D or 3D) combined with a narrative like (a) above.
(c) 虚拟设计（例如：计算机生成的二维或三维设计）与上述（a）的叙述相结合。

The groups must then arrive at two versions of the product concept
然后，各小组必须提出两个版本的产品概念

(a) basic version with a price and
(a) 带有价格和

(b) modified version with enhanced features with a slightly higher price.
(b) 改进版，功能增强，价格略高。

Step 5 - Concept testing – Survey development and Administration
步骤 5--概念测试--制定和管理调查问卷

Before technical work can begin on new ideas, they need to be evaluated, screened, and sorted out. This is a complex process which involves ‘concept testing’ and ‘full screen’ after which the real product development will commence (outlined in Ch 8 through 12).
在开始新创意的技术工作之前，需要对其进行评估、筛选和整理。这是一个复杂的过程，包括 "概念测试 "和 "全面筛选"，然后开始真正的产品开发（见第 8 至 12 章）。

You will use only ‘concept testing’ for this assignment using a survey of potential customers. This is to determine what potential consumers thought about it and to determine if they will buy the product once it’s marketed? Follow the steps indicated below (see detailed steps in page 216 – 233, Crawford & Di Benedetto, 2011).
在这项任务中，您将只使用 "概念测试"，对潜在客户进行调查。 这是为了确定潜在消费者的想法，并确定产品上市后他们是否会购买？ 请按照以下步骤进行（详细步骤见第 216-233 页，Crawford & Di Benedetto, 2011）。

(1) Survey development: Use the survey questionnaire provided by the Course Coordinator, which you will suitably adjust to your product/service concept. Please refrain from removing questions..
(1) 制定调查问卷：使用课程协调员提供的调查问卷，并根据您的产品/服务概念进行适当调整。请避免删除问题。

(2) Comparison with a modified version of the product concept: Your survey must have both versions of the product concept. Respondents will provide their buying intensions to both versions, which you will use to workout sales forecasts. This will also enable you to provide a comparative analysis of buyer characteristics for two versions of the product/service concept.
(2)与产品概念的修改版进行比较： 您的调查必须有两个版本的产品概念。 受访者将提供他们对两个版本的购买意向，您将利用这些意向来制定销售预测。这也将使你能够对两个版本的产品/服务概念的购买者特征进行比较分析。

(3) Ethical requirements: This study will adhere to the ethical requirements for research involving humans stipulated by the University of Queensland. As discussed, survey respondents should be known to you such as your class students, friends, family members etc. As per UQ ethical requirements please do not upload it to a public domain where you will have no control of who will respond the survey.
(3) 伦理要求：本研究将遵守 昆士兰大学规定的人类研究伦理要求。 如前所述，调查对象应是您认识的人，如您班上的学生、朋友、家人等。根据昆士兰大学的伦理要求，请不要将其上传到公共领域，因为您无法控制谁会回答调查。

(4) Survey respondents: Administer the survey to potential consumers. As a convenient sample your potential consumers will be your fellow students and others personally known to you. You will need a minimum of 50 completed questionnaires, but more will provide the factually rich variation in responses. The inclusion of people outside class will bring in rich variety to your findings. You are therefore encourage to approach your friends, family members, their friends who are likely consumers of your product/service
(4) 调查对象： 向潜在消费者发放调查问卷。作为一个方便的样本，您的潜在消费者将是您的同学和您认识的其他人。您需要 至少 50 份填写完毕的问卷，但更多的问卷将提供丰富的反馈信息。 将班级以外的人包括进来将为您的调查结果带来丰富的多样性。因此，我们鼓励您与您的朋友、家庭成员、他们的朋友接触，他们可能是您的产品/服务的消费者。

Step 6 - Analyse survey results
步骤 6 - 分析调查结果

(1) Input the data into Microsoft Excel or SPSS or any other program that will allow you to report averages, frequencies, and visual outputs such as diagrams, graphs.
(1) 将数据输入 Microsoft Excel 或 SPSS 或任何其他允许您报告平均值、频率和可视化输出（如图表）的程序。

(2) Using past industry calculations (will be provided later) and using the respondents’ answers, ‘definitely buy’ and ‘probably buy’ you will work out the likely market share for the basic and modified versions of your product/service concepts.
(2) 利用过去的行业计算结果（稍后提供），以及受访者 "肯定购买 "和 "可能购买 "的答 案，计算出基本版和改良版产品/服务概念的可能市场份额。

In calculating purchase intentions-based market share, students can use the past industry percentages that were used in class exercises. However, instead of assuming a 100% market awareness, you can use a reduced percentage such as 60% or 40%. Simply because, it is unrealistic to assume 100% market awareness for a new concept in the first year.
在计算基于购买意愿的市场份额时，学生可以使用过去课堂练习中使用的行业百分比。不过，不要假定市场认知度为 100%，可以降低百分比，如 60% 或 40%。原因很简单，假设一个新概念在第一年就有 100%的市场认知度是不现实的。

(3) Please also see if you can summarise and report the qualitative respondent feedback to open-ended questions.
(3) 还请看看能否总结和报告受访者对开放式问题的定性反馈。

Step 8 - Observations and recommendations
步骤 8 - 意见和建议

Based on the findings of the survey, you will provide a video presentation highlighting whether the product concept is feasible, if it can be taken to the next stage: prototype development.
根据调查结果，您将提供一个视频演示，重点说明产品概念是否可行，是否可以进入下一阶段：原型开发。

You will discuss the following, using appropriate graphs/tables/diagrams developed through the data analysis. If you insert a graph or diagram don’t forget to discuss at least briefly.
您将使用通过数据分析绘制的适当图表来讨论以下内容。如果您插入了图表，请不要忘记至少进行简要讨论。

Overall feedback on questionnaire items
对问卷项目的总体反馈

Customer feedback on specific components of the product/service concept (using quantitative and visual outputs indicated above and qualitative feedback from respondents.
客户对产品/服务概念具体组成部分的反馈意见（利用上述定量和可视化产出以及受访者的定性反馈意见）。

Market share calculation based on ‘top box score items’ for the initial version of the concept
根据初始版本概念的 "最高分项目 "计算市场份额

Market share calculation based on ‘top box score items’ for the modified version of the concept
根据修改版概念的 "最高分项目 "计算市场份额

See if different versions are preferred by respondents with different demographic or other characteristics. This information will provide a guide to segment the potential buyers for the product.
了解具有不同人口统计特征或其他特征的受访者是否偏好不同的版本。这些信息将为细分产品的潜在买家提供指导。

Any other (itemised) observations that will be useful to the NPD team members who are eagerly waiting for your specific feedback/recommendation to proceed with a proper product development protocol.
对 NPD 团队成员有用的任何其他（逐项）意见，他们正急切地等待着您的具体反馈/建议，以便继续执行适当的产品开发协议。

The groups will submit their video presentation to Blackboard through its submission folder.
各小组将通过提交文件夹向 Blackboard 提交视频演示。

Completed questionnaires should be submitted to the course coordinator separately.
填妥的问卷应分别提交给课程协调员。

See ‘Frequently Asked Questions’ (FAQs) document on Blackboard for more details.
详情请查看 Blackboard 上的 "常见问题"（FAQs）文档。